AKHG by Duluth Trading Company
AKHG (Previously Alaskan Hardgear) is an outdoor apparel brand owned by Duluth Trading Company. When I joined, the brand was cannibalizing Duluth’s core product line, and its rugged, Alaska-centric identity alienated customers who didn’t identify as “hardcore” adventurers.
Our internal design team rebranded AKHG and launched a campaign to introduce updated product offerings and a more inclusive identity. I contributed design work that helped shift AKHG from workwear-inspired to an outdoor apparel line with broader appeal. The repositioning coincided with a 44% year-over-year revenue increase.
Key Responsibilities
Refreshed typography and color palettes to modernize and expand brand appeal
Developed a flexible design system applied across both print and digital channels
Art directed studio photography in collaboration with third-party photographers and stylists
Team
Senior Art Director: Paula Riley
Designers: Allyson Konz, Mitch Hey
Copy: Eric Miller, Al Thompson