Backcountry.com Park City, UT–based Ecommerce, Outdoor Industry

Work: Creative Direction, Art Direction, Design

Summary: From 2010–2014 I worked as an Art Director and then Creative Director for Backcountry.com, creating a consistent brand image that supported the company’s outdoor roots while ensuring they were reflected consistently and confidently across all marketing and promotional channels.

Our Creative Team fluctuated between 15–20 people, including Art Directors, Designers, Production Artists, Traffic Managers, and Photographers. We also worked closely across departments in the 1000-plus-employee company, ensuring our messaging met the sales goals of the Merchandising Department, interfacing with Engineering and Product/UX Teams, collaborating with the Athlete Sponsorship and Events Teams, and using assets created by the Content Department, which included a large Photo/Video Studio, Field Photographers, Product and Editorial Writers, and a Social Media Team.

Highlights of this job include designing the logo installation for the roof of the West Valley, Utah, distribution center—the largest installed sign in the state of Utah (visible when flying into the SLC International Airport and on Google Maps)—and working with sponsored athletes such as Steph Davis to create branded equipment that promoted the brand in creative ways out in the world.

The work on this page is all work that I not only directed, but also did the design work on.