Project Brief

A new brand inspired by the Pacific Northwest and expressed through apparel, media, and music. Elevating and leading change for the greater good while sharing the best of Seattle and the Pacific Northwest. Updating the existing branding and designing a luxury digital experience.

Research

Letting go of the old ways of manufacturing. Crafting modern products with new and innovative technologies. Bringing new thinking to how we can create something special for today’s urban explorers. 

Partnering with the only entity reforesting North America–American Forests™. Planting one tree with every product purchased. One tree at a time, one acre at a time, one forest at a time. 

He has a big city job and yet he is a simple guy. He shoots hoops with his little brother, climbs any mountain, yet can tell his big sister which dress she should wear. He cares about the greater good. He is forward thinking and involved in making the world a better place. 

Hanna is in Marketing at a renewable energy company. She drives her grandma’s old 1999 wagon and sometimes a bicycle. She has four brothers, so the tomboy in her is alive and well and yet she can throw on the perfect dress and garner attention in any setting. 

Inspiration

Modern product, for the modern urban explorer shown across different product categories.

Edginess shown through color, actions, textures, and sayings.

Good aesthetic shown through clean, classic, and traditional products.

Down to the details, how a product is crafted shows strong and skillful construction.

We wanted to create an identity that captured an adventurous, optimistic, purposeful, and modern vibe that permeated PNW attitude.

Process

I sketched several iterations of logos, t-shirt graphics, and website homepages. I worked alongside the CEO to make sure that the fashion side and the brand side aligned consistently throughout visual story and verbally.

After the client approved initial sketches of the website layouts, I created several versions of the home page and main pages to further gain buy in from the team.

View full wireframes here.

In tandem with creating wireframes, I created a sitemap for the purchase flow of the website. Many of the products would be launching in phases, so I created several phases of wireframes to show how the structure would change over time with the addition of new product.

In order to maximize the soft launch event, we deployed geo-tagged and targeted digital/social ads and collected emails at the event. Through a series of email drips, popups, and retargeting ads we educated guests from brand introduction to product purchases.

View campaign here.

Designed graphics for a series of men’s and women’s tee shirts in addition to neck labeling, hang-tags, and packaging.

To gain buy-in from the stakeholders we presented these high fidelity wireframes to demonstrate what interface elements would exist on key pages, the translation of elements between devices, and show global navigation.