— 06 / Art Direction · 2024
2024 Big Game Guide
Turning a technical apparel range into a guided system for hunters
Kryptek Outdoor Group · 2024
Organizing a complex performance-apparel catalog into an editorial guide that helped hunters understand products, layers, patterns, technologies, and use cases as one coherent system.
The 2024 guide brought product photography, technical features, layering logic, camouflage stories, icons, editorial copy, and partner content into a single print and digital experience. The work translated a broad assortment into a navigable education system without losing the atmosphere and authority of the brand.
- Client
- Kryptek Outdoor Group
- Year
- 2024
- Role
- Creative Director, Art Director, Editorial Designer, Photographer, Copywriter
- Disciplines
- Identity & Design Systems, Brand & Narrative Strategy, Editorial Design, Catalog Design, Information Architecture, Product Education, Photography, Copywriting, Print Production
Context
A catalog with more to explain than a grid of products could hold.
Kryptek's assortment spanned garment systems, camouflage patterns, colorways, layers, technical features, accessories, and category-specific use cases. Customers needed to understand not only what each product was, but how the pieces related to conditions, activities, and each other.
The guide had to make that technical depth easier to navigate while balancing product density with editorial pacing, technical credibility with visual clarity, and brand storytelling with practical purchase guidance across many pages, image sources, product updates, and print revisions.
Insight
“The catalog became more useful when it taught the system—not just listed the assortment.”
Strategy / Approach
Build the guide around decisions hunters actually make.
The editorial architecture organized content around patterns, conditions, layers, product families, and performance features. Reusable iconography, product-page structures, type hierarchy, color, photography, and concise copy gave readers consistent cues while longer narrative moments carried brand and partner stories.
Execution
A repeatable editorial system across a changing product line.
The work combined layout, art direction, product and lifestyle photography, image editing, feature and layering icons, pattern writeups, product copy, page templates, partner content, prepress, and revision management into one production system that could absorb updates without losing coherence.
Work
Editorial pacing, product systems, and print detail.
Finished covers and spreads, product-family pages, pattern narratives, layering and feature systems, and print details show how the publication balanced editorial pacing with product education.
Outcome
A shipped guide that made the assortment work as a system.
The guide consolidated product education and brand storytelling into a single customer and partner resource. It created a consistent language for layers, technologies, patterns, photography, and product presentation that could carry into ecommerce, advertising, and future publications.
Role & Credits
Role and contribution.
I owned creative and art direction, editorial strategy, layout and design, photography, image editing, copywriting, information hierarchy, icon application, and print-production coordination. Kryptek's product team and external editorial, print, and brand partners contributed product information and partner materials.
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