Brand assets for a new generation

As the creative lead during a large brand evolution for Turtle Fur, I was tasked with bringing the brand's fall/winter lifestyle shoot to life. At the brand level, the task was two-fold: speak to a new, younger target audience that doesn't identify as hard-core outdoor enthusiasts like previous generations; and cut through the noise to stand out in a sea of same during a time when all outdoor brands are feeling similar. At the product level, we needed to highlight various fabric and construction types, conveying texture and feel in a way that feels tactile despite being delivered on a screen.

I concepted the shoot, collaborating with product teams and the CEO to create mood boards that met all go-to-market needs. After landing on the look and feel for the shoot, I took a creative risk and hired a photographer outside of the traditional outdoor/ski space to try to differentiate the brand's photography. The risk paid off, and the result was a highly dynamic and diverse library of images that captured the Gen Z spirit and the ethos of "moxie" that Turtle Fur represents, and highlighted fabrics in a way that allowed us to tell more robust material stories for the first time. Post-shoot, I curated a final select that lent itself to a wider range of creative applications that will help serve as a foundation for the refresh of the brand's visual identity.