Launching an Outdoor Lifestyle Brand

Creating a cohesive identity and marketing ecosystem for Kayak Smokeless Tobacco.

Kayak entered a competitive smokeless tobacco market with a distinct positioning: a product designed for outdoor enthusiasts who value adventure, authenticity, and self-reliance. As part of the launch team, I helped develop the visual identity and marketing ecosystem that brought the brand to life across digital, retail, experiential, and consumer touchpoints.

Project Snapshot

Industry: Consumer Packaged Goods
Audience: Outdoor enthusiasts, hunters, anglers, and smokeless tobacco consumers
Channels: Website, Email, Retail, Social Media, Video, Print, Point of Sale
Role: Art Director
Deliverables: Brand Identity • Creative Direction • Content Production • Digital Marketing • Website Design • Retail Activation

Establish a tobacco brand in a crowded category while creating a distinct identity that would resonate with hunters, anglers, campers, and outdoor enthusiasts.
Art Director responsible for brand development, creative strategy, visual design, content direction, and execution across digital, retail, print, social, photography, and video initiatives.
Developed a cohesive visual identity system and integrated marketing toolkit designed to communicate authenticity, ruggedness, and adventure. The resulting ecosystem provided consistency across every consumer touchpoint, from retail displays and digital campaigns to packaging, content creation, and experiential activations.

To support long-term brand consistency, I developed a comprehensive set of brand standards covering typography, visual identity, photography, messaging principles, and product presentation. The guide served as the foundation for internal teams, agency partners, and vendors across all channels.

Brand Guidelines

Photo & Video Shoots

Wheeling, WV (24fps Productions)

Stamford, CT (Eddie Berman Photography)

To establish an authentic connection with outdoor consumers, I helped concept, art direct, and produce a library of lifestyle and product photography that captured the brand's adventurous spirit. Assets were leveraged across digital marketing, retail environments, social media, video content, and sales materials to create a consistent visual narrative.

Website

Designed and maintained the brand website as a central hub for product education, storytelling, and consumer engagement. The site balanced regulatory requirements with an immersive brand experience, helping translate Kayak's outdoor positioning into a digital environment.

Homepage

About Us Page

Promotions Page

Email Newsletter

Developed email marketing campaigns that supported product launches, seasonal promotions, consumer education, and brand loyalty initiatives. Designs maintained visual consistency while driving engagement across different stages of the customer journey.

Digital Media

Created digital advertising assets across social, video, and display channels to increase brand awareness and drive consumer engagement. Creative was tailored to various audience segments while maintaining a cohesive brand experience across platforms.

VIDEO:

I art directed the creation of this video with a production company, by providing a storyboard, PSD assets, stock imagery and video clips, giving input on voiceover talent and music choice, and providing feedback on WIP cuts. It was used for several applications including CTV, DOOH, rich media web & broadcast.

WEB BANNERS:

Digital Out Of Home (15-second Animation designed with Google Web Designer)

Print Media

Direct Mail

Designed print collateral supporting retail, sales, and promotional initiatives. Materials extended the visual identity into tangible consumer touchpoints while reinforcing key brand messaging and product differentiation.

Magazine

Point of Sale

Awareness Zone: Outside of Store

Developed point-of-sale materials designed to capture attention and strengthen brand visibility in retail environments. From shelf displays to in-store signage, each execution translated the brand's outdoor identity into high-impact retail experiences.

Impulse Zone: Inside Store