In 2011, KEEN launched its KEEN Utility brand which marketed work boots for construction, industrial work, nurses and chefs. I directed the creative for the launch of this new brand for KEEN. The brand design that I established for KEEN Utility helped propel the KEEN business forward. Today KEEN Utility is the fastest growing product category at KEEN and rivals that of its competitors such as Timberland PRO.
Working with a writer, art-director and designer I created a brand toolkit, brand catalog and other collateral pieces to support the launch of the brand. I was also responsible for the production and print production of these pieces. I established a graphic design language of shapes inspired by tools and machinery. I concepted and art directed the first technical exploded views, photo illustrations of the KEEN Utility boots which are used as the standard for the KEEN Utility brand materials. Over the years, I have art directed and produced many KEEN Utility creative projects including several large photo shoots for the KEEN Utility brand.
Creative Direction, Art Direction, Project Management, Production, Installation