First Ascent

EDDIE BAUER RETURNS TO THE SUMMIT

For almost two years, I spent of good deal of my time at Eddie Bauer developing and launching the First Ascent brand, from a simple logo to a complex branding system. I worked with the mountain guides and our brand historian to cultivate our brand story and marketing foundation. I worked with the product team to create on-product graphics, trims and packaging. I worked with the CEO and CMO on creating the brand identity, advertising and multi-channel marketing. And I worked cross-functionally with marketing, retail design, catalog, e-commerce and social media teams to bring a cohesive brand story to life.

Peter Whittaker repeats his uncle’s historic 1963 climb and stands on top of Mt. Everest.

PR Launch Kit

Website, E-commerce and Social Media

Packaging

Ad to promote social media coverage of the Everest expedition.

Advertising

On-product and applied graphics

Retail design, signage, and digital display content

Art direction and production coordination for marketing and expedition blogs.

Vehicle Wrap Design

Branding for The Garrigan Lyman Group

The Garrigan Lyman Group, a mid-sized agency in Seattle, felt it was time to update it’s wordmark and branding. They asked me to develop a new identity that moved them foward without forgetting their heritage.

I offered three options and we landed on this contemporary version, which continued to use the original GL icon with a refreshed wordmark.
I created a stacked, and longer, horizontal version of the logo for the business to use depending on space, and continued my work in orchestrating the color system and marketing materials to fill out the branding needs. Each employee was provided business cards printed in multiple colors and a blind emboss was added to the back of the cards.