— 05 / Campaign Development · 2023
Flyway Camouflage Launch
Extending a proprietary camouflage system into a waterfowl-specific environment
Kryptek Outdoor Group · 2023
Developing an environment-specific waterfowl colorway from Kryptek's proprietary pattern and building the product, photography, narrative, and launch system around it.
Flyway extended Kryptek's pattern language into waterfowl hunting. The work connected environmental color research, pattern and colorway development, garment application, product storytelling, photography, ecommerce, launch communication, and partner content so the new line entered the market as a credible system rather than a cosmetic variation.
- Client
- Kryptek Outdoor Group
- Year
- 2023
- Role
- Creative Director, Art Director, Pattern & Colorway Development, Photographer, Copywriter
- Disciplines
- Brand & Narrative Strategy, Creative & Art Direction, Photography & Film, Pattern Development, Colorway Design, Product Launch, Copywriting, E-Commerce, Partner Marketing
Context
A proprietary pattern entering a different environment.
Kryptek's pattern architecture already carried recognition in the hunting market, but waterfowl environments introduce a different range of reeds, marsh grasses, mud, open water, overcast light, and seasonal vegetation. Entering the category required more than applying an existing colorway to new garments.
The new expression had to retain the pattern characteristics customers recognized while adapting its palette and product communication to waterfowl conditions, then carry that logic coherently across product imagery, field photography, ecommerce, written communication, and brand and retail partners.
Insight
“The pattern system could stay recognizable while the environment rewrote its palette.”
Strategy / Approach
Begin with the habitat, then build the launch around the result.
The approach used Kryptek's proprietary pattern as the structural foundation and developed an environment-specific colorway for waterfowl hunting. Product selection, garment application, naming, narrative, image direction, and launch communication were then aligned around the category so every touchpoint reinforced the same environmental purpose.
Execution
Pattern, product, photography, and communication as one release.
The work included colorway and application development, launch writing, product pages, product photography, field imagery, partner-facing visuals, and coordinated release communication. The asset set shows the pattern close-up, garment range, ecommerce presentation, and waterfowl context together.
Work
From pattern logic to field use.
Environmental references, pattern details, garment applications, ecommerce pages, launch typography, field photography, and partner imagery trace the system from habitat logic to market launch.
Outcome
A shipped category extension with a coherent point of view.
Flyway shipped as an integrated waterfowl expression of the Kryptek brand. It expanded category and audience positioning, gave the garment collection an environment-specific narrative, and provided a consistent toolkit for customer, ecommerce, editorial, and partner communication.
Role & Credits
Role and contribution.
I led the creative and art direction, environment-specific colorway development, product narrative, launch writing, photography, design, editing, and communication system. Garment development, manufacturing, internal product operations, models, and brand and retail partners supported the shipped release.
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