Mountain Hardwear releases new product offerings twice a year and needs printed and digital catalogs to support sell-in. We needed something that could tell our brand story and showcase our new products in an engaging way. Since Mountain Hardwear is in the process of elevating its brand promise, I wanted to create a lookbook that positions our products as premium and authentic, while featuring editorial stories about athletes and ambassadors. This required organizing, art directing, and retouching four photoshoots in three different countries. We only had one month for the entire process, including conception, photoshoots, layout, and file release.
As the interim art director, I drove this project from start to finish. I took a magalog approach, featuring individual products, collections, and editorial stories. Rather than trying to force product-focused photography on-location, I chose to have studio photography that showed the product and its features in detail next to on-location, action shots of the same product. The result makes the product look premium and gives it context and authenticity. The ambassador and athlete stories are a strong message for our brand. I treated each of their editorial pieces with a unique aesthetic to showcase the diversity of their individual projects.
Work completed at Mountain Hardwear.
Project management by Malorie Little.