Mountain Hardwear, an outdoor apparel company, is in the process of rebranding to appeal to a younger, more hardcore and authentic outdoor consumer. The workbook is a biyearly catalogue that showcases all of the new products for the season and provides an update on the brand and its athletes. The Spring 17 workbook was critical in establishing a new brand direction for the company, and bringing Mountain Hardwear back into the limelight in the outdoor industry.
Working with the Mountain Hardwear creative team, I established a new brand direction that will carry over into the company's advertising, tradeshows, and website. The new brand aesthetic is irreverant, confident, and inspirational, achieved through use of textural photography and clean typography. We redesigned the entire book from the ground up, introduced rich athlete stories, and photographed many of the new product offerings.
Work completed at Mountain Hardwear.
Project management by Malorie Little, Kari Rice, and Dennis Randle.