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BACKCOUNTRY
🐐 BACKCOUNTRY
BRAND
Backcountry is the world's largest gear closet, offering industry-leading products from beloved brands and expert gear knowledge to connect people to the outdoors and spread the stoke.
ROLE
Designing integrated marketing campaigns across email, paid advertising, web, social, and print. In 2025, I contributed to 1,349+ emails that generated $36.5M in revenue, nearly half of all email revenue for the year.
PAID SOCIAL
PROCESS & APPROACH
I design paid social across Backcountry's house of brands, building one flexible visual system that holds up whether an ad is a single promotional offer or a deeper dive into a product's features and story. Backcountry's in-house team shoots the product photography in studio, and I bring those stills into motion. Using Higgsfield, I test a range of AI models until I find the one that brings a still to life with the right movement, making sure there are no obvious AI glitches. The end result is paid social that feels unmistakably like the brand and gives people a reason to tap through.
HOLIDAY GIFT GUIDE
PROCESS & APPROACH
The holidays are Backcountry's biggest moment of the year and the creative had to match. The creative direction was to blend AI-generated imagery with in-studio product photography to nail a retro ski poster vibe, warm, nostalgic, and built for the outdoors. From there, I carried the visual system across every touchpoint, hero banners, email modules, paid ads, and social formats, so the Holiday Gift Guide felt like a cohesive world rather than a bunch of individual assets thrown together.
EDITORIAL
PROCESS & APPROACH
I design Backcountry's monthly editorial series, a repeatable storytelling system built to drive conversion and build the brand. Each month centers on a single story, and I extend it across the site, email, and organic social so every piece feels connected instead of scattered. The design leans into a handmade, editorial feel, with textured paper, taped photos, hand-drawn callouts, and a serif-and-marker type pairing that keeps it authentic and credible.
NEW ARRIVALS
PROCESS & APPROACH
These two major seasonal product launches, Spring New Arrivals and Outerwear Guide, were built to excite and educate consumers on the latest gear and apparel, spanning Backcountry's own line alongside new releases from top outdoor brands. I focused on building a cohesive visual system that felt fresh and season-appropriate, translating product stories into compelling, shoppable content. Every touchpoint, from hero banners to email modules, were designed to guide consumers through the collection and drive discovery.
HIGH WEST PARTNERSHIP
PROCESS & APPROACH
Two Utah-based brands, one fun creative challenge. Backcountry teamed up with High West Distillery to pair cocktail recipes with outdoor pursuits. The creative director handled the in-studio photoshoot, and from there I took the photography and pushed it into a more illustrative direction, adding custom graphics, texture, and typography to give each cocktail its own personality. A new recipe dropped every week for six weeks, so keeping the visual language tight and consistent across both brands was key to making the series feel intentional from start to finish.
WINTER CLEARANCE
PROCESS & APPROACH
End of season doesn't have to feel like an afterthought. I built the Winter Clearance campaign to keep the energy high while driving urgency around up to 40% off deals on skis, snowboards, helmets, apparel, and more. The creative leaned into action-forward photography, bold typography, and a dark, high-contrast aesthetic to match the intensity of the sport, broken down by category and price point across every channel and placement.
