686
For over 30 years, 686 built its reputation in technical outerwear. As creative director, I helped to reposition their brand more firmly into a year-round outdoor driven apparel brand.
When I arrived at 686, the brand was split, with each of their categories firmly operating under different marketing and creative tactics. I led multiple projects to unite the brand into one creative direction and voice.
Following attempts to reposition it as a fashion leader, the apparel business found itself in peril, without a voice to speak to their customers and with an over-inventoried position. I spearheaded a project to rebrand the apparel into an outdoor-focused brand.
From launch of the new brand to separate campaigns during the apparel season, we consistently outperformed projected sales by 52–130% YoY. Paired with e-commerce strategies, we sold their 2-year inventory in five months and caused a need for replenishing the core inventory within the year.
Apparel Rebrand
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 brand creative for franchises and technical specialties.
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.