Duluth Trading Company
This brand and design system overhaul puts the "fun" in "functional". Using the foundational principles of simplification and systems-thinking we amplified the ingenious irreverence that makes DTC so unique.
Applying method to the mayhem
Reigning in an unregulated design palette, while celebrating and elevating the spirit of the brand required a delicate balance of trimming the fat without losing the feast. I created a framework with several spread templates that ranged from expressive-to-utilitarian, to account for the various merchandising needs while preserving the variety and storytelling spirit so essential to the brand.
Animation and ad suites
