FW19 Sell-In Assets

For FW19, I led the design and art direction for the Trailhead and Lifestyle tech guides. Additionally for this season, I designed a Lifestyle lookbook, and art directed a series of curated product laydowns.

Tech Guides
  • Tech guides are a core component of the sell-in assets KEEN produces each season, released at each Sales Meeting
  • Over the course of four seasonal cycles (from 2018-2019) I was the lead designer for this project

  • In 2019, I art directed and designed the project and also did all production design

  • The tech guides showcase the main feature/benefits for each marketing hero product and a selection of vibe and kneedown photography. 

  • This project has many moving parts and pieces, and usually consists of around 10-15 key products. There is a high level of collaboration with many stakeholders including leadership, category marketing, product design, and the in-house photo team.
  • Project requires attention to detail and strong organizational skills, and is fast paced and long-duration  

Lifestyle lookbook
  • Using photos created by Design Director Rob Brooks and Art Director Maliah Coolidge, I designed a multi-page vibe piece to sell in lifestyle products for FW19

  • Multi-page booklet has a minimal aesthetic

  • Features curated laydown shots that I art directed

Have a great day ︎