686
For over 30 years, 686 built its name in snow. I helped expand its world—transforming a winter outerwear company into a year-round outdoor brand.
The Brand Shift:
From Outerwear to Outdoor
When I joined 686, the apparel line and the outerwear business operated as two separate entities — distinct in tone, audience, and visual language. My goal was to bring them together under one unified creative vision that could express the brand’s full potential: an outdoor company built for life 365 days of the year.
I led the creative rebrand to merge the seasonal lines into one cohesive outdoor identity, introducing an outdoor-first creative system that connected snow and lifestyle through shared storytelling and tone. This wasn’t just a creative shift — it reframed how the company saw itself. We moved from being a technical outerwear brand to an outdoor lifestyle brand, aligning every touchpoint, from photography to product copy, under a single, focused direction.
For campaigns, we started tapping in our snow athletes and our employees. Our company is made of people that authentically live the outdoor life.
The Results
All EW categories ticked up WOW and are performing positive to lead the pack considerably.
— Ecomm Manager, re: week of launch recap
The Results
Together, we turned surplus into success.
Q2 results for all of our apparel categories jumped significantly YoY. Not only did we sell out their projected 2-year surplus, but within six months, we needed to replenish our core apparel inventory.
The Next Brand Revolution
To further unite the brand voice, we created a more authentic brand that speaks from the outdoors experience—not from the summit, but from every outdoor moment as soon as you step outside. 686 celebrates the moments in between and the connection humans foster through shared experiences.
As part of the brand ethos, we created a visual poem to be a guidebook for creative direction and marketing.
The e-commerce, marketing, and creative teams were able to successfully align on projects moving forward. It tightened the brand voice through this cross-collaboration and enabled the team to boldly and quickly move forward with campaigns.
A focus of our creative direction includes raw and real moments. We showcase relatable experiences in the outdoors.
Creative Director for Digital Campaigns & Product Launches
Created brand campaigns for new projects for customer awareness and digital experiences. Developed custom video and graphics for franchises and technical specialties. Managed the launch of campaigns through GTM strategy and planning through newsletter, performance ads, PDP, PCP, and homepage.
Our performance marketing program was built from the ground up. We developed brand forward ads that met KPIs and +ROAS.
We focused on balancing performance-driven marketing with brand-focused storytelling, using data to guide creative decisions while maintaining an emotional, product-driven narrative that never compromised quality or brand integrity.
Select Performance Ads
Attention-Grabbing Creating
We developed disruptive, thumb-stopping creative that uses humor and pattern interruption to surprise the viewer and drive engagement.
Select Performance Ads
Product Forward Storytelling
This format balances rational and emotional appeal — showing why the product works and why it matters. It lets the audience connect both to the quality and to the culture of the brand.