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Fortune Outdoors

BRANDED EDITORIAL + PHOTO ARTICULATION GUIDE

Fortune Outdoor Brands approached our team 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. To bring this to life, we created two signature brand pieces: an editorial-style brand lookbook and a 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

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✶ When sunlight turns to magic.

CONCEPT DEVELOPMENT

Golden hour’s warm light elevates everything it touches. It’s a softening, a lightness of being. We translated that feeling through texture and tactility: fingertips grazing natural wood, sunrays dancing across bare feet.

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Photo Articulation Guide

EDITORIAL DESIGN

Golden hour is expressed through full-bleed photography and expansive gatefolds, creating moments of pause and pleasure. Blurred foliage shadows drift across text spreads, adding texture and depth.

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Caption
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