Marmot

Gear Guide Ads

Print advertising for Marmot in Backpacker and Outside 2020 Gear Guides, featuring the Yolla Bolly sleeping bag. The ad design integrates descriptive copy with supporting product detail and silhouette photography for a gear-centered readership heading into the spring camping season.

Mountain Hardwear X Hipcamp

'The Spot' Campaign

The Spot was a collaborative campaign launched by Mountain Hardwear and Hipcamp.com to build brand awareness while encouraging car-campers to step outside of their comfort zone and experience true wilderness. Our marketing team collaborated with Hipcamp and private landowners to provide remote backcountry sites away from high-season crowds at no cost. Participants were also introduced to the benefits of higher-end outdoor products by way of free equipment rental. I designed and coded landing pages, collaborated with product and marketing teams at Hipcamp on the booking experience, and designed display advertising and social media campaigns to generate interest and participation.

Bellhops

Site and Booking Experience
2016-2018

From 2016-2018, I led brand and product design at Bellhops (since rebranded to Bellhop), a growth stage startup working to solve problems present in the traditional moving space through an asset-light, app-based marketplace model. Over the course of my time there, we formed an agile design approach that enabled rapid growth and scalability. We refined and implemented brand standards, overhauling the look, feel and functionality of the products and experiences we offered. In addition to supporting the product team, I played a key role in developing and designing integrated marketing campaigns to drive growth.

Rigorous AB testing and step-by-step optimization of the online booking flow saw decreased drop-off rates and increased conversions month-over-month for the entirety of 2017-2018.

Backcountry.com

Outerwear Campaigns

Content concept and design for Fall and Winter outerwear campaigns for Mountain Hardwear on Backcountry.com, a leading online retailer that sells specialty outdoor apparel and equipment. I built product-specific briefs for photographer and athlete expeditions, directed in-house product photography shoots, and designed landing pages to spec for developers.

ProNvest

Brand Refactor, Component Library and User Experience

ProNvest works to build strong financial futures for clients by partnering with banks and retirement providers to offer managed account services, leveraging technology to make investing simple and accessible to everyone. When it was time to modernize their enrollment process and move to fully automated sign-up flow, they brought me in-house for an intensive 3 week brand refactor. I worked with their VP of Product and engineering team on an identity refresh, updating the logo, color palette and typography. We then moved into Figma, using material design principals to build the full component library, culminating in a simple 25-step sign-up flow that includes a retirement gap analysis, integrations with major retirement providers, and the creation of an investment portfolio based on the user’s retirement goals.

Mountain Hardwear

Presentation Decks

Part of my responsibility at Mountain Hardwear was designing in-depth presentations and pitch decks. I worked closely with leadership and teams to create and sequence content, building out decks for global sales conferences and company all hands meetings and created on-brand templates for company-wide implementation. I worked with brand and product teams to create decks outlining seasonal marketing initiatives, and collaborated closely with sales teams to create polished pitch decks for prospective partners and national and international retailers.

Marmot

Fall 2020 Brand Book

12x12 hardcover book outlining Marmot’s Fall 2020 initiatives: the brand’s 45th anniversary, the release of WarmCube technology, an ambassador program called the Mountain Club, and products slated to receive marketing support through photography and sponsorships. 130 of these books were distributed to international sales and marketing teams at Marmot’s global sales meeting in 2019.

Mountain Hardwear

'Days You Remember' Campaign

Concept, art direction and design for Mountain Hardwear's 'Days You Remember' campaign and accompanying 12 part video series, integrated across YouTube, Vimeo, Facebook, Twitter, Tumblr, blog and in-store. Humor, natural beauty, friendship, and failure are all emotions that forge memories. The 'Days You Remember' campaign was developed to celebrate those moments in order to delight and inspire the Mountain Hardwear community. Viewers were prompted to share on social media with the hashtag #daysyouremember. Full series on Vimeo

Mountain Hardwear

Press Event Invitations

In an effort to increase brand awareness, spur story ideas and foster editorial placement, Mountain Hardwear reached out to influential writers and editors through a personalized digital campaign inviting them to attend exclusive events. In order to provide a rich and memorable experience, we took them outside of their respective comfort zones; fashion editors were pulled from the runway for a weekend of rock climbing and editors from the outdoor industry were flown to Mountain Hardwear's Bay Area headquarters to take part in the product development process.