Smartwool : Brand Book

Client: Smartwool
Studio: TEAK
Role: Art Direction & Design
Collaborators: Kevin Gammon - Creative Direction, Design, & Copywriting, Kevin Blake Ferguson - Copywriting

Smartwool creates wool socks and clothing for winter sports enthusiasts, keeping people warm up on the mountain and down in the cabin. TEAK had previously designed seasonal catalogs and interactive experiences for Smartwool and had a good grasp of the overall brand sensibilities. Creating a brand book was our chance to clearly define their brand values and point of view. Topics included confidence, purpose, inclusion, comfort, community, openness, responsibility, advocacy, action, and more. By establishing and documenting these values in a in a brand book, new team members can be educated and the company can move forward collectively with intention. In our designs, we're using bold typography, energetic color, and immersive photography to tell the brand story.