A vibrant color palette paired with a rounded sans-serif typeface establishes a modern, approachable brand personality. The layout prioritizes visual storytelling by utilizing a full-bleed image, allowing product photography to drive the narrative. By employing text-over-image overlays for technical specifications, the design maintains a clean spatial balance.

Developed a comprehensive product catalog engineered to balance brand with tactical sales data. The layout informs the user of initial feature discovery.

Spearheaded a strategic pivot in brand art direction, transitioning from traditional, product-centric imagery to a lifestyle-driven narrative. By centering the visual identity on authentic, emotive photography of multi-generational connection, the campaign reclaims the product as a catalyst for shared experience. This shift moves the consumer mindset from a commodity purchase to an emotional investment in family legacy.

Transformed a traditional product brochure into a high-engagement Magalog format, blending lifestyle editorial with commercial cataloging. By framing product models within curated content—ranging from culinary features to destination guides—the layout creates a lifestyle-centric UX. This strategic shift provides added value, inviting the consumer to envision the product not just as a vessel, but as a gateway to a curated experience.

Introduced each model through a lifestyle-driven anchor spread. By leveraging high-impact, candid photography, these spreads showcase the functional breadth and occupancy of the fleet. This visual proof-of-concept allows potential buyers to instantly recognize the opportunities for togetherness unique to each specific model.

Through curated lifestyle articles on fishing and destination travel, the project utilizes contextual merchandising to cross-sell Bass Pro Shops accessories. This strategy successfully shifts the publication from a static brochure to a revenue-generating asset, highlighting the expansive world of opportunity that comes with boat ownership.

Executed a lifestyle-first advertising strategy. By focusing on emotive imagery and a simplified discovery-based CTA, the creative aims to pique curiosity rather than force a sale. This repositioning successfully ignites the marketing funnel, guiding prospective owners from initial awareness toward deep-dive product education.

Evolved the visual strategy from static studio images to dynamic, in-use features. By showcasing components—such as the standard trailer—in an active, 'real-world' application, the design bridges the gap between technical specs and functional understanding. This art direction ensures the audience recognizes the full-package value, transforming a historically overlooked feature into a key selling point.

I continued with a fun lifestyle direction for all photography, but focused on diversifying the talent and family scales featured across all models. I enhanced brand resonance and consumer accessibility. This strategic shift ensures the imagery is as versatile as the fleet itself, speaking directly to a global, modern audience.

A curated visual direction focused on tactile nostalgia. Utilizing a soft-focus palette, the moodboard establishes a 'memory-first' aesthetic. The design language mimics a personal family archive, creating a profound sense of emotional intimacy.

Continuing with the Magalog style product catalog, an editorial-style anchor spread that serves as a 'window' into the ownership experience. These layouts utilize immersive hero imagery to illustrate connection, serenity, and family bonding. It allows the reader to project their own family into the frame.

Building on the success of previous years, features are presented through a in-use lens. By documenting technical components during active use, the design creates clarity of features through imagery. The audience sees not just a feature, but a solution to their real-world boating needs.

Designed for high-impact top-of-funnel engagement, these ads move away from transactional selling to narrative immersion. By capturing unscripted, impulsive moments of joy, the creative positions the brand as the catalyst for the 'journey' ahead. The minimalist CTA is strategically placed to intrigue the audience, inviting them to transition from a passive viewer to an active explorer of the brand story.

A continued commitment to demographic diversity, captured through a candid, endearing lens. The photography focuses on 'the quiet moments' between family members of all sizes and backgrounds, ensuring the brand remains universally relatable and culturally resonant.

The imagery focuses on catching the camaraderie of friends and family. Through a this approach, I highlighted the 'amazing moments' that occur between the casts, reinforcing the boat as a hub for community and shared adventure.