High Desert Marketing Campaign
SERVICES PROVIDED:
- Art Direction
- Branding Design
- Digital Design
- Print Design
- Video Production
While working as the Creative Director for Knit Picks, we developed and launched a 100% American grown and spun yarn that we named High Desert. Created from Shaniko Wool from sheep raised in the high desert of Eastern Oregon and inspired by the landscape and skyline. The branding was inspired by the same landscape and devotion to sustainable farming practices. I was tasked with planning, styling and executing a 2 day photoshoot at the historic Shaniko ranch for the launch of the new product line. These photos set the storyline for the marketing campaigns that crossed multiple channels including product design, social and video campaigns, and print and digital media.
As an ongoing campaing, I later located a local location that we shot a promo video to promote the product on social media.
We also utilized print design in this ongoing campaign including the Knit Picks catalog, features in industry print ads, and a guide for vendors that carry these products in store and online.
