2019 Sell-Through Assets


In 2019, I activated the brand through a variety of print media, with a focus on multi-page booklets and window displays. 

The main projects featured on in this case study include:

  • 2019 FSR Field Guide and additional collateral
  • REI ETE (Experiential Training Event) Guide
  • KEEN x Scheels: Direct mailer
  • Scheels Iowa windows

The goal of the Field Guide is to enable our FSR team to effectively educate and inform retailers about our key brand stories. It functions as the main source of brand education and values messaging, and includes seasonal product stories and footwear technologies. I designed a suite of assets for the team to distribute as they visit each retailer, including the Field Guide, backroom  posters, and discount cards. 

Two other notable pieces from 2019 include a custom designed mailer for Scheels, and a guide book to aid the FSR team at REI’s Experiential Training Events. Both of these pieces built upon our visual language as we evolved through the 2019 season.

We also had the chance to activate some windows for a variety of retailers. In this case study, I will show production comps for Scheels’ stores in Iowa, as well as some additional retail window signage and clings.



Trailhead layouts
Evolution of Consciously CreatedIllustration and color treatment for sustainable technologies in the REI ETE Guide





Scheels window production directiveScheels window production directive
Scheels window production directiveWindow Cling for SprongWindow cling for Blaine's


2019 FSR Trailhead Backroom Poster


Have a great day ︎