Columbia Sportswear
Made For Outside
This campaign was defined by collaboration and a fresh creative approach. Partnering with AfterAll Studios—who secured the project for Columbia—I took the lead in directing a premium product line. Tasked with leveraging existing photography assets, I crafted a versatile design system that seamlessly adapted across diverse channels, from retail environments to social media platforms. This modular framework not only maintained a unified creative vision throughout the year but also enabled the ongoing creation of new assets. The project also pushed my production design expertise, as I developed, created all static digital assets, and implemented a comprehensive toolkit for asset generation and final execution for Columbia outlets worldwide.
Design Director | Cory Roberts
Art Direction | Rory Brown
Production | Pinata
Photography | Columbia in house team
During the early phase of this multi-month collaboration, I was tasked with developing an art direction framework that could be consistently applied to products across Columbia Sportswear's global outlets. I presented several concepts to Columbia leadership, and although my preferred option was not ultimately selected, the resulting design system proved both impactful and functional.
When a direction was established, the team got to work implementing the design strategy to the photography, creating the motion assets, and ultimatley creating the toolkit document for delivery to Columbia.
