Fortune Brands
BRANDED EDITORIAL + PHOTO ARTICULATION GUIDE
Fortune Brand Innovations approached our team at Wray Ward to help shape the narrative and visual identity for their family of outdoor brands. We were tasked with developing a unifying brand concept inspired by the emotional pull of golden hour — an idea that would inform everything from photography direction and propping to casting and tone. To bring this to life, we created two signature brand pieces: a printed, editorial-style lookbook and a digital photo articulation guide.
My Role
Art Director & Designer
Collaborators
Creative Director — Heather Dumford
Copywriter — Findley Strange
Photographers — Justin Smith + John Roberts
Agency — Wray Ward
Deliverables
Concept Development
Audience Persona Strategy
Art Direction & Brand Imagery
Editorial Lookbook
Photo Articulation Guide
CONCEPT DEVELOPMENT
When sunlight turns to magic.
The concept leans into the idea of golden hour’s warm light elevating everything around us. It’s a softening, a lightness of being. Visually, we focused on texture and tactility that center you in an ephemeral moment — fingertips grazing natural wood, warm sunrays dancing across bare feet.
I translated this into the design through full-bleed photography that pulls you into the scene, and large gatefold spreads that create haptic moments of pause and pleasure. Blurred foliage shadows are cast across text spreads to add texture and depth.
Photo Articulation Guide
Behind the Scenes
A glimpse into the photoshoot process with our team. I supported art direction to help bring the editorial vision to life.
