Role: Creative Direction / Art Direction / Photo Selection / Campaign Design / Landing Page Design

Team: Myself + Photographer + Marketing Team
 

Outcome: 

For the Realtree x Arcade launch, I developed a three-part creative direction and campaign system that differentiated the full collection from two key categories within Arcade’s belt lineup: Utility and Adventure. The goal was to build one cohesive world for the collaboration while giving the collection, Utility belts, and Adventure belts each a distinct visual role within the rollout.
 

I created a color and texture framework using white canvas as the collection anchor, orange utility fabric for the Utility belts, and green ripstop nylon for the Adventure belts. Each material was chosen to reflect the category it supported: orange utility fabric signaled rugged function and workwear durability, while ripstop nylon expressed movement, packability, and outdoor exploration. This system gave each campaign its own identity while keeping the full launch connected across product photography, website, email, social, catalog, and supporting campaign assets.