AKHG is an outdoor apparel brand owned by Duluth Trading Company.  When I joined the team, AKHG (at that time, Alaskan Hardgear) was in need of a critical rebrand.

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 challenge was to modernize the brand by expanding our target audience, including adding a women’s and women’s plus line to our product offerings.

I partnered with the Sr. Art Director to develop the brand identity system, including logo development, typography, colors, iconography, and design systems.

We re-introduced AKHG in our hallmark campaign Live Life Less Soft. I was responsible for designing assets across multiple channels, art-directing lifestyle photography (remote) and studio photography (in person).

Other responsibilities included casting talent, shaping the season's narrative direction, and driving production across print, digital, social, and retail.

Creative Director: Paula Riley
Design: Allyson Konz, Mitch Hey
Copy: Eric Miller, Al Thompson