Retail & eComm
Head of Creative — Backcountry
Creative direction across the digital storefront and the physical retail presence — one brand experience from the window display to checkout. The store feels like the site, the site feels like the store, and the goat is everywhere in between.
The Stores
Backcountry stores are the brand made physical — and my team designs the visual layer of every one: signage systems, wall art and gallery frames, murals, activity wayfinding, and the living-moss goat wall behind the registers. The fly-through is one example of that design in place, floor to ceiling.
The Digital Storefront
Backcountry.comThe site is the biggest store we have — and it's held to the same standard as the stores. Campaign worlds become shopping experiences, visual navigation carries the photography, and every seasonal theme flows from the homepage down to the product page.
"Premium outdoor, across all channels."