skiinskiout

Three full color, 24 page books designed to serve wholesale and consumer purposes. Each book is devoted to one of SOG’s three product verticals ( Outdoor, Daily, and Professional ). Each book has unique art direction that speaks to the target audience.

With all design and art direction executed by skiinskiout, with a print run of five thousand per, these books split modes between an informational and technical focus and editorial and story based design.

Graphic design, art direction, and marketing strategy consultation for Middleby Coffee Solutions Group.

Package upgrade for SOG undertaken in the Fall of 2020.

Goal was to address inconsistencies in production quality, lack of focus in product categories, and high number of packaging formats and sizes.

‣ Took learnings from retail + new brand objectives and designed new packaging format, look and feel

‣ Utilized common components across majority of line

‣ Standardized facing sizes to two common sizes

‣ Established new vendor relationships to address production issues

Art direction and graphic design for SOG Knives new product launch videos.

Executed to balance targeted user stories with technical information in a digestible format and length.

Art direction and production for SOG Knives short film shot on location in Sitka AK. Story focuses on Omar “Crispy” Avilla, his life, and hunting in the mountains.

blueseventy is recognized the world over for their innovative and industry leading wetsuit design and open water swimming equipment. Designed digital and print marketing materials for product catalogs and internationally-circulated editorial ad campaigns. Directed photoshoots and managed the company's digital photo library. Designed wetsuit products; from form to function to graphics to packaging. Designed and managed day-to-day website content (front and back end).

Published on The Radavist a cycling lifestyle website. This piece has been viewed almost 17k times with an average page visit time of 4 minutes.

Gear reviews can sometimes be overly technical, dry, and elitist. They tend to focus on specifications and performance using language that can act as a gatekeeper. This limits audience and the potential to reach new users.

This piece aims to convey the feelings and benefits derived from the purchase of a modern mountain bike, the possibility to find joy, and what we can learn about ourselves through sport and risk.

Judging from the 100% positive comment section, we succeeded.

“I want to ride this bike, and every bike, but also never buy another bike. A review has never made me feel so much. Incredible read and photos.”

Copy and art direction by skiinskiout

Photography by Grant Hindsley

This self conceived and funded project has grown from a funny idea and a parody of high performance action sport culture into a supportive community of mountain bike riders spread across the world.

SmoothJazzLines MTB Coaching Systems is a LifeSystem and method for seeing the world as a space for creative risk and building connection. Overarching brand goals: bring humor, fun, and acceptance of others into a sport and space that can often feel exclusive and too cool.

Since 2016 the audience has grown to almost 3k followers knitted together by regular group rides, merchandise, and creative language. The community and reach is dense in the PNW and one is likely to run into another Facilitator on any trail.

Concept and identity design, social media management, art direction, and community engagement by skiinskiout.

Photography by Grant Hindsley.

Product development work for blueseventy. Designed product's graphics and packaging, as well as, conceived of the product name and marketing story. The core short is a swim training aid that provides extra buoyancy centered at the hip. The graphics are meant to provide visual feedback about hip rotation in relation to the water line.

Contract work for Wiggle UK. I designed the wetsuit's graphics and packaging and provided scaled drawings to streamline communication with an asian production facility. To meet production costs, the design brief called for minimal graphics which still provided good visibility in the water. 

Packaging, instruction sheet, and Point of Sale system for SOG Knives and Tools new baton multi-tools. System designed to drive sales and educate consumers through graphics and presentation.

Logo and identity design for Seattle bicycle builders Davidson & Kullaway Custom Bicycles. The design utilizes simple depictions of everyday tools used by these talented craftsmen to give the identity a timeless feel.

Rettele Fibers is fabrics art house based in Brooklyn, NY. They focus on modern usable art that draws on traditional techniques executed in a simple and minimal way. I created a logo and wordtype that expressed the craft-driven nature of the brand.