Smartwool
Brand Book
Smartwool — This work comprised print and digital advertisements, a brand book and a direct mailer and magazine that lives in REI stores nationwide.
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Smartwool makes the best damned socks on the planet. And that’s not hyperbole. Second only to Nike, Smartwool owns 18% of the total U.S. sock market. Their focus has been on outdoor and active lifestyle socks made from merino wool, but they’ve begun to expand their offering to a full range of performance outdoor and lifestyle attire.
Smartwool + REI direct mailer
Smartwool Brand Book
Print campaignKevin has no memory of his life before copywriting. It has been said that he arrived on Earth in a small altoids tin, along with a receipt for sungalasses. However, based on interviews, two weeks of archival research, and machine analysis of the scars and abrasions on his elbows and knees, it can be said with a confidence interval of 95% that before his current life he was for many millenia an amoeba, a wooden spoon, and then a teacup.