Fall Winter Brand Campaign

This project began as a two-day brand lifestyle shoot in Winter Park, created to capture the stories behind Smartwool's core franchise categories. I was on location supporting with styling and art direction.

I led the creative development for each franchise, translating the photography into distinct design systems. I created a toolkit that defined how imagery, copy, and design worked together across every touchpoint, establishing the visual frameworks, templates, and guidelines used throughout the season. The resulting systems became the foundation for campaign execution across e-commerce, paid media, email, social, and wholesale marketing.