Sierra Designs
My time at Exxel Outdoors has been split 50/50 between two brands, Ultimate Direction and Sierra Designs. Both presented amazing opportunities for me as a graphic designer, and both had specific and unique challenges as well.
Sierra Designs is a high-end outdoor gear company that has deep roots within the outdoor industry, and a rich history that follows. The brand makes highly functional yet approachable camping gear, ranging from lightweight tents to rainwear to a 60L backpack.
My work at Sierra Designs has evolved since beginning with Exxel, and I now have the opportunity to have a larger role in the creative direction of the brand. Since then, I have begun redesigning a multitude of brand elements, such as packaging and seasonal workbooks and catalogs. During my time so far, I have created five trade-facing workbooks, two consumer catalogs, and one direct-mail catalog. Other print design responsibilities I have are designing the packaging for over 50 products, sell sheets and collateral, print advertising, and POP signage. I also have greatly expanded my digital work by increasing the visual branding presence through all social media channels, designing digital ads for eComm marketing, and learning simple animation skills to increase social media engagement. Illustration has been an important skill of mine to this brand, and I have produced a high volume of high quality, hand-drawn illustrations for a collaboration with another brand. I am very passionate about illustration, so it was a great opportunity for me to be able to spend my time sketching!
Here I have presented a variety of projects during my time that encompass my wide range of skills and projects.