Little guy loyalty program

Smartwool's first-ever loyalty program, designed to create deeper connections with our community and reward brand loyalty. With no existing framework to build from, the opportunity was to establish a compelling identity that felt distinctly Smartwool while setting the foundation for future growth.

I led the creative concepting and visual direction, helping curate the program name, campaign strategy, and design system. Anchored by a signature brand color and outdoor landscape imagery, the creative balanced recognition, flexibility, and a strong connection to the spirit of adventure that defines the brand.