Smartwool Second Cut Projet

Job Responsibilities:
Smartwool's Second Cut Project is was a groundbreaking environmental initiative. As Art Director I played a pivotal role in redefining the outdoor industry's approach to sustainability and circularity. With a clear mandate to achieve 100% circularity in merino wool products by 2030, my responsibilities encompassed the entire spectrum of branding and communication for this transformative initiative.
Collaborative Leadership:
Worked closely with the Creative Director, Kris Fry, and Assistant Creative Director, Cody Radcliff, to conceptualize and develop the branding strategy. I led brainstorming sessions, fostering a collaborative environment that encouraged innovative ideas and unique approaches to align with the initiative's disruptive goals.
Strategic Campaign Execution:
I Took ownership of the end-to-end execution of the multi-faceted Second Cut Project campaign, ensuring alignment with Smartwool's overarching sustainability objectives.I developed and implemented a comprehensive branding strategy across various channels, including social media assets, web pages, brochures, packaging, retail spaces, and consumer education materials.
Content Creation and Design:
I translated conceptual ideas into visually compelling designs that effectively communicated the ethos of Second Cut Project.
Together as a team we produced high-quality assets such as social media visuals, web content, brochures, and packaging designs, ensuring a consistent and impactful brand presence across diverse mediums.
Consumer Engagement and Education:
I crafted consumer education flyers to inform and engage the target audience about the significance of circularity in the outdoor industry for Smartwool consumers as well as our retail partners.
I implemented strategies to create awareness and foster understanding among consumers, thereby driving participation and support for Smartwool's sustainability goals.
Retail Integration:
I designed retail displays that seamlessly integrated with the overall campaign theme, enhancing the in-store experience for customers and reinforcing the brand's commitment to circular practices.
I collaborated with retail teams to ensure consistent brand messaging across physical spaces, fostering a cohesive and immersive brand experience.
Through these responsibilities, I played a key role in positioning Smartwool as a leader in merino wool product circularity and contributed to reshaping industry norms towards a more sustainable and environmentally conscious future.