Cloudveil, an innovator in active outdoor apparel, wanted to differentiate itself from the traditional outdoor industry, known for spectacular scenic images. The design, based on the concept “Functional Designs That Fuel Your Passions” focuses attention on the user and product in situ, creating the product as hero. Scenic images are realigned to convey product use and to disseminate the corporate “ski-bum” culture. Using intuitive navigation, large product detail shots, inspiring outdoor imagery, dynamic components, and a clean layout, the design accomplishes the company’s desire to stand apart from the industry.
As creative director I independently managed a small, dynamic team during the five month period.
Roles: Team management, Creative direction, Art direction, Digital concept & strategy, IA, UX/UI design
