SAGA OUTERWEAR
A Full Re-brand Initiative
~ Creative Director ~

Working on the Saga brand reinvigoration was a project that truly captured my passion for blending outdoor and lifestyle aesthetics. My role was to help transition Saga, a ski-centric brand with a cult following, into a more versatile, outdoor-lifestyle label appealing to a broader range of outdoor enthusiasts and urban consumers. Key changes included updating the logo to a more sophisticated Helvetica font and developing slogans like "Many Ways Down the Mountain" and "Friends in High Places." These changes aimed to bridge outdoor gear with streetwear style, reflecting this shift across product lines, digital platforms, and social media. Although the project was cut short due to the parent company's bankruptcy, the experience of leading this cross-departmental initiative was both challenging and deeply fulfilling.

You can view my initial concept deck for Saga here.
You can view Saga’s first full cut-and-sew line here.
You can view the Saga Spring ‘21 campaign video here.
* Please see my mood boards section to see further directives from this project.