Fortune Brands
When Sunlight Turns to Magic
Golden hour reveals the quiet magic of everyday life at home.
We helped Fortune Brands Outdoors define a unifying narrative and visual identity for their outdoor brands, inspired by the emotional pull of golden hour. I supported art direction and visual development, contributing to photoshoot concepts, moodboards, a lookbook, and a photo articulation guide.
ROLE
Art Director & Designer
DELIVERABLES
Concept Development
Art Direction & Brand Imagery
Editorial Lookbook
Photo Articulation Guide
Concept
PROBLEM Fortune needed a unifying visual identity across multiple outdoor brands.
INSIGHT Consumers connect outdoor experiences with warmth, tactile textures, and nostalgic lighting.
IDEA Golden hour becomes the storytelling lens, capturing the moments when home feels most warm, connected, and lived in.
Concept Exploration
Art Direction
Shoot boards guided the photography. Final images reflect the Golden Moments concept.
Photo Articulation Guide
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.
Behind the Scenes
CREATIVE TEAM
Creative Director: Heather Dumford
Copywriter: Findley Strange
Photographers: Justin Smith & John Roberts
Agency: Wray Ward
The work doesn’t stop here.
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