MEC

Info

Graphic Design — Art Direction — Digital — Social Media 
Concepting — Brand Awareness

Text displaying the years 2021-2022

Overview

2021–2022. Senior Designer, with Art Direction responsibilities on select projects

A year in-house at MEC.

I spent a year on the in-house creative team during a period of brand rebuild, working across campaign, brand, retail, social, and digital. The role moved between two modes: senior designer executing under the lead AD on larger projects, and acting as the AD on campaigns when the work was mine to drive.

The three projects below are selected highlights from that year. APEX, the heritage product launch. Summer Sale, the one I drove from concept through direction. Anniversary Sale, the archive-meets-future moment.

A nighttime scene of a camping site near a lake, with tall pine trees and tents illuminated by a campfire, under a clear sky with a visible star.

APEX Collection Campaign

Senior Designer, contributing to direction. Lead AD on the project.

Building off the catalogue from the 90’s we wanted to showcase the hit of nostalgia and modernize it.

Screenshot of Mountain Equipment Company's website showing three people in red and blue winter gear and helmets hiking through snow-covered mountains with cliffs in the background.
Screenshot of a website homepage for Mountain Equipment Company featuring outdoor gear and activities, with an image of two people hiking in snow and a smiling woman outdoors in winter gear.
Laptop screen displaying an online store with three red winter jackets on a blue background.

APEX brought back iconic MEC silhouettes from the 90s, updated with modern patterning and fabric. The campaign positioned the collection as a heritage piece for the current outdoor consumer.

Working under the lead AD, I contributed to the creative direction and led the design execution across web, social, and brand touchpoints. The pop-of-colour treatment that runs across the campaign, anchoring the heritage colourways against the winter landscape, was the visual hook that carried the work.

Two women wearing insulated winter jackets in blue and red, posing outdoors in snowy mountain settings.
Two people in red and blue winter ski gear standing on snow-covered mountains.
Left image: Two people in colorful winter gear skiing on snowy mountain terrain, with one person smiling at the camera. Right image: Red insulated winter jacket displayed against an icy blue background.
Two men in outdoor gear wearing puffy jackets, one blue and one red, with rugged backgrounds suggesting a cold, rocky environment.
Two mobile screens showing outdoor backcountry skiing and a person adjusting a red jacket with descriptive text about modern fabrics and heritage in outdoor apparel.
A woman in snow gear standing in a snowy landscape, wearing a blue and red winter jacket, red snow pants, gloves, sunglasses, and a hood. The left side shows close-up shots of blue and red waterproof pants.
Close-up of colorful jackets, including a red jacket with a GlacierTex logo and a blue jacket with black zippers, set against a mountain landscape background with cloudy sky.
Left side: Close-up of outdoor jacket with a hidden label inside featuring a photo of two climbers in mountain gear. Right side: Two women in colorful winter gear with backpacks and hiking poles in a snowy mountain landscape, overlaid with mountain scene and snow, with the text 'Mountain classics reimagined'.

MEC Summer Sale Campaign

Art Direction and Senior Design

A hit of nostalgia and the drive to get out to the wilderness on a long weekend.

A promotional website for Mountain Equipment Company displaying a advertisement for a weekend getaway event with up to 55% off, in front of a scenic outdoor camping scene by a lake with tents, trees, and a person standing near the water.
Laptop screen displaying a webpage for Mountain Equipment Company with a banner image of people camping outdoors and sitting around a picnic table in a scenic hilly area.
Screenshot of the Mountain Equipment Company website homepage featuring outdoor camping gear and a forest background.

Summer Sale was the project I drove. I developed the concept and overall look and feel of the campaign, gave creative direction to the design team executing it, and then designed the social pieces myself in production. Concept through direction through design.

The campaign moved seasonal sale work away from product-and-discount mechanics toward something more brand-led. Nostalgia, landscape, and the people who make a long weekend in the wilderness worth it. The gear was incidental. The feeling was the point.

Role: Concepted the campaign and led art direction. Directed a team of designers on execution. Designed social assets in production.

A person camping on a mountain overlook with a tent, surrounded by trees and rocky terrain, under a partly cloudy sky.
People sitting around a campfire at dusk with tents set up in the background, on a grassy hilltop surrounded by mountains.
A woman cooking outdoors at sunset, with camping gear and tents visible, smiling and wearing a headlamp and pink jacket.
Two people sleeping inside a tent, wrapped in sleeping bags, during a camping trip.

MEC Anniversary Collection Launch

Senior Designer, contributing to direction. Lead AD on the project.

Remember that MEC backpack from your youth? Its back and its brought friends.

Screenshot of outdoor gear website featuring a woman smiling and wearing a colorful jacket and backpack, with lush green foliage in the background.

The Anniversary Collection paired archival MEC product (the iconic backpack, Rad pants, hip belt pouch) with their modern updates. Past and future side by side, in-store and online.

Working under the lead AD, I contributed to the creative direction and executed across web, social, and in-store. The campaign led with the backpack as the homepage hero, with archive footage on social and a paired archival-and-new presentation in stores.

Collection of outdoor and climbing apparel, featuring people wearing colorful pants and shorts designed for outdoor activities like rock climbing and hiking.
Series of photos showcasing a blue and orange waist bag used for outdoor activities, with scenes of people wearing and carrying the bag in outdoor settings, along with product details and branding.
Two packaging labels from the Mountain Equipment Company, featuring clothing from the Classics Collection. The left label shows a woman in an off-white fleece jacket with red accents, red pants, and sandals sitting in a chair. The right label displays a printed design with bold white text on a black dotted overlay on a yellow background.
Display of mannequins dressed in outdoor hiking and sportswear in a retail store, with signage promoting the MEC Classics Collection and Mountain Equipment Company's branding.

Next Project:

BCDO