Ultimate Direction

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.

Ultimate Direction is a high-end outdoor company that manufactures hydration gear and apparel for some of the world’s most competitive endurance athletes. From ultrarunning, skyrunning, FKTs, bikepacking, run-commuting, road running—anything running, Ultimate Direction can provide high-tech hydration gear. 

My work at Ultimate Direction has been extensive, and I was gifted the opportunity to really take control of the brand’s visual image from the start. I’ve rebranded, redesigned, and rebuilt 95% the brand’s current print collateral, such as packaging for over 50 products, 50+ page seasonal workbooks, sales materials, print advertising, POP signage, and event/tradeshow booth design (such as the twice-yearly Outdoor Retailer). 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. I also have been given the opportunity to make a variety of hand-drawn illustrations for brandwear and limited edition brand swag, which is something I truly enjoy doing.

I have also worked extensively to improve the management of brand photography, and have stepped in to also help drive the creative direction of the brand. There have been many photoshoots that I have directed, and it has been my responsibility to manage and organize them once delivered. Spanning eight months in 2019 and 2020, I also acted as an interim marketing manager/coordinator, and conceptualized, designed, developed, and launched two high level marketing campaigns. These campaigns required athlete coordination, campaign strategizing, social media content creation, and some serious creative problem solving.

Here I have presented a variety of projects during my time that encompass my wide range of skills and projects.