CG brand guidelines
design direction brand guidelines
Appointed the lead designer for our newly acquired business. I immediately established the direction of the Canada Goose Brand Guidelines. Creating the visual language and design systems for a brand is always exciting. One of my favourite areas is creating the "look and feel" through imagery and photography. To differentiate between the primary well-known "Outdoor Performance" brand and their newly appointed fashionable urban travel brand, "Branta." We ensured that the "Outdoor Performance" label reflected the essence of CG's origin, exploration and adventure in vibrant, bold colour photography. The "Branta" label was denoted by contrasting candid, almost voyeuristic black and white photography, creating a distinction between the brands yet feeling like Canada Goose.