Creative Concept

Back in 2019, as I was graduating from design school, I felt incredibly inspired by the outdoors and by the kind of career I wanted to build. I wanted my work to encourage myself and other young girls to move through life with confidence. As the Outdoor Project beautifully says:

“Maybe you are one, were raised by one, are in love with one, or are raising one yourself. Regardless, cheer on this outdoor woman and celebrate her strengths, love her despite and because of her weaknesses, learn from her, and never be surprised, just elated, when she accomplishes something new. (Yes, even if, no especially if, this women is you yourself.)”

For my senior capstone, I wanted anyone engaging with it to discover something new from every angle: shifting colors, dynamic typography, layered imagery, all working together to communicate a powerful message. Drawing inspiration from the photos I captured while studying abroad in Europe and from the incredible road trips and adventures I experienced on the Iowa State Water Ski Team, I created an experiential design where red represents the negative beliefs women hold about themselves and the biggest challenges they face in the outdoor industry, yellow symbolizes the positive change that is currently unfolding, and green embodies a truly diverse and inclusive culture where women are treated equally in both the boardroom and the backcountry, revealing how much more the industry could thrive. The beauty of the world around us has always driven my creativity, and I know it always will.

Objective

Equity in the outdoors - from the boardroom to the backcountry. To encourage an innovative industry that welcomes all.

Responsibilities

Concepting, Art Direction, Creative Direction, Experiential, Execution from Start to Finish