SENIOR DESIGNER
Branding, Publication, Storyboards, UX
SUMMARY
Led creative direction for all digital and print marketing materials. Drove visual direction of the rebrand to support a more elevated presence. Crafted catalogs that told the Tony Lama story and assisted in the B2B sale of products. Assembled wireframes for a new landing pages provided to inform customers about boot maintenance and care. Illustrated storyboards to better visualize the overall plan for commercials.
01. Branding
CHALLENGE
Tony Lama sought to elevate its look and presence within the Western industry while staying true to its heritage as an authentic, expertly crafted cowboy boot brand.
APPROACH
We addressed the challenge by reviving archival designs, simplifying the palette to its iconic navy, and crafting stylized photography to create a more elevated look. By integrating the Tony Lama story into both design and brand mindset, we honored its heritage while positioning it as an authentic leader in the Western industry. My part in this approach involved mood boarding the overall look and feel, creating an updated brand guidelines, designing all new digital and print marketing material, and assisting on photo shoots to ensure photography properly tells the new Tony Lama story.
02. Publication
03. Storyboard
04. ux
Photo credits to Raul Esparza