osprey aether | ariel launch // art direction, graphic design

Concept-to-execution brand campaign, identity & toolkit built to launch a remake of an iconic Osprey product. Color story with scale flexibility, memorable utility and playful nature works in contrast to the more serious and at times intimidating tech-style visuals in the rest of the campaign in an effort to create an interesting and dynamic visual dialogue and attract a broader userbase. Focus on the juxtaposition of process vs. finished product and the delicacy that comes with the reinvention of something that works well and is important historically.

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Copy: Beth Puliti
Photography: Dan Holz, Josie Pham, Nathaniel Wilder
Illustration: Kevin Wruble