Arc’teryx
Info
Graphic Design — Art Direction — Digital — Social Media Concepting — Brand Awareness
Overview
I’ve had the unique opportunity to have worked in-house with Arc’teryx and as an agency contractor for Arc’teryx.
While in-house, I was responsible for developing Design Elements that ranged from building the Brand Standards for Arc’teryx, working on Global Campaigns, collaborating cross functionally with Apparel Designers, Developers and Merchants.
While working as an agency contractor, I’ve had the chance to work closely with the Art Directors, Designers and Digital team to help bring the Arc’teryx web experience to life.
MOODBOARD INSPIRATION
Spring Creative 2021
CREATIVE STATEMENT
We're capturing goal chasers who are on the move to meet their own specific challenges.
For the Spring product launch, we wanted to build out a campaign that offered an art direction and creative that could be used throughout the launch of multiple products.
Working with the Creative Director, I lead multiple photo-shoots as an Art Director. This gave me the opportunity to develop the creative from the beginning moodboard, through shot list and photo-shoot. Finishing up with creative development and the final toolkit assets delivery.
The final delivery was a 360 degree build out of assets ranging from the Hero and supporting images, through retail touchpoints and digital assets including web layouts, social, and digital ads.
The use of leading lines and picture in picture allowed us to have the right amount of flexibility between product launches.
MOODBOARD INSPIRATION
FINAL CREATIVE
MOODBOARD INSPIRATION
Fall Creative 2021
CREATIVE STATEMENT
Showcase the city winter jackets in their element while acknowledging the mountain roots of Arc’teryx.
For the Fall launch of the City collection - we wanted to bring attention to the new urban outerwear, while also being fully aware of where we came from as a brand. The mountains are were Arc’teryx found its voice and still holds its main attention as a brand.
By using projections of nature - we used the urban landscape of the city overlayed with them to bring awareness to the history of Arc’teryx, but still focusing on the new urban products in the campaign. The final layouts for this campaign involved using static and video assets together in their creative. Along with the use of kinetic typography that blinked the lock-up tagline on the layouts, it offered the dynamic and intrigue without being an overwhelming layout and art direction.
MOODBOARD INSPIRATION
FINAL CREATIVE
MOODBOARD INSPIRATION
Fall Creative 2021
CREATIVE STATEMENT
Feeling the optimism a new winter brings regardless of how people choose to pursue it.
For the Fall/Winter Launch of the New Ski and Snowbaord Collection we knew we had to find a way to both showcase the gear and the new silhouettes of the product. By dividing the two into a hero campaign and Lookbook campaign we were able to showcase both while maintaining the messaging of the campaign throughout.
With the hero campaign we created a clear visual tie between our products and the colours found in the sky, clouds and landscape. A wide shot will provided context, showing the subject's location in the environment and inset inside a larger close-up image. This close-up image will both showcase the product and evoke the experience of being in nature.
For the Lookbook, we wanted to celebrate getting after a perfect day in the mountains. Looking at 3 distinct styles of skiing and snowboarding - we wanted to showcase the differences in ritual between Touring, Freeride, and Resort and allow them each to have a unique look and voice.
We want our customers to feel the optimism a new winter brings regardless of how they choose to pursue it.
MOODBOARD INSPIRATION
FINAL CREATIVE
Arc’teryx Brand Guidelines
CREATIVE STATEMENT
Unify the brand under one voice, style, and vision to move forward together.
Building a document to showcase and build the next stage of the brand.
A comprehensive brand guidelines document is a strategic foundation that translates a company’s vision into clear, actionable standards. For Arc'teryx, the guide was built to move beyond basic logo rules and colour codes. Before this point there was no point or document of that singular truth. It defines the visual language, tone of voice, photography principles, typography systems, web experience, in-store experience and layout behaviours that shape how the brand shows up in the world.
The intention was to create alignment across marketing, retail, product, digital, in-store and internal teams. When every department works from the same framework, decisions become faster, sharper, and more consistent. Campaigns feel connected to product. Retail environments echo digital experiences. Internal communications reinforce the same identity customers see on the outside.
By establishing a clear creative point of view and codifying it into practical tools, the guidelines function as both a safeguard and a catalyst. They protect the integrity of the brand while empowering teams to execute with confidence, ensuring the experience remains cohesive, purposeful, and unmistakably Arc’teryx at every touchpoint.
Footwear Launch Campaign 2024
While a contractor - I’ve had the opportunity to work with the Design team at Arc’teryx to support the design of the Launch of the Footwear Launch landing page. From design input to asset production, I worked closely with the Development team bringing this page to life.
Obsessive Design Landing Page
Another page I worked on as a contractor working with Arc’teryx, I worked closely with the design and development team in developing a way to showcase the video and content that lives behind the scenes at Arc’teryx. Showcasing what it takes to make the best product in the best way possible.
This was also used to bring the Film Series to life and showcase the videos and calelogue that live on arcteryx.com.
Next Project: