This is how they forge their way

After a long strategy project, Duluth was ready to launch their rebrand for their women’s clothing line, made for makers, crafters, and doers. These women don’t need permission to do their own thing, they just need functional and comfortable clothing that can be put to work. In the past, the Women’s brand has played second fiddle to the Men’s brand, lacking its own tone, voice and style. The Wayforgers campaign gave Duluth Women a rallying cry for the first time.

This campaign included four national ads accompanied by a plethora of digital assets (stills, GIFs, and videos). and has been praised by customers for its inclusivity. I helped lead the charge on concepting and all of the digital deliverables for this campaign, pushing us to use our assets in creative ways unique to each social platform.