Brand & Imagery
Head of Creative — Backcountry
A ground-up realignment of Backcountry's visual identity toward strong, pursuit-driven photography. I brought in the best outdoor photographers in the industry — Chris Burkard, Will Saunders, Taylor Shaffer — and rebuilt our visual approach around real moments: getting people outside, doing the thing. It positioned Backcountry at the forefront of the industry. Best-in-class.
The Framework
Codified in the brand bookThe new approach isn't a mood board — it's a system, written into the brand guidelines and held to standard across every shoot. Pursuit imagery captures the beauty, awe, and rawness of being outdoors. Studio imagery stays elevated and intentional, gear always at the forefront. Every frame is chosen with intent.
Pursuit-Driven
Real moments · Doing the thing
Field-Tested Worldwide
The goat shows up everywhereThe philosophy is simple: go out and do it. We bring our gear and apparel around the world and field-test everything in some of the harshest climates out there — Iceland, Nicaragua, New Zealand, Costa Rica. It made Backcountry a global presence. Below: Outervention, Iceland.
"Go out and do it."