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 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