Project
wool&

Role
Art Direction, Branding, Visual Identity Refresh, Graphic Design, Web Design

Credits
Studio Photography Kitfox Valentín
Lifestyle Photography Briana Morrison & Emily Krouse
Stylist/Producer Meg Van Brocklin
Graphic Designer Brittany Moody

wool& is a Portland-based clothing company whose aim is to design the most practical, most wearable item in your wardrobe, made from their favorite natural material, merino wool. Their timeless clothing staples are simple, yet elevated basics that provide a neutral canvas for endless creativity. They believe it's possible to get by with less by owning better, and want their garments to become a part of people's daily uniform — growing with them over time and through life's many moments.

As a freelance art director, I refreshed the brand's visual identity, developed and executed a new photography direction, implemented an updated brand strategy, and designed updates for their website. I also assembled and led a team of photographers, a graphic designer, and photoshoot producer and stylist to apply and build out the refreshed direction across all brand touchpoints.

wooland.com

A person wearing black pants with a smartphone in the front pocket.
A woman in black clothing sitting on the floor against a plain gray wall, with her head resting on her hand and a relaxed expression.
A woman wearing a mauve dress with a waist tie and side slit, paired with tan heeled clogs, stands against a plain light background, looking down.
Woman in a green zip-up hoodie with hood up, with her hand in the pocket, standing sideways against a plain background.
A woman wearing a black zip-up jacket over a rust-colored dress, standing against a plain background.
Young woman with dark hair in ponytail wearing a blue sleeveless top and black cropped leggings standing barefoot against a plain background.
Young woman standing in casual clothing, wearing a brown fleece jacket, blue jeans, and tan boots, against a plain background.
Person lifting sweatshirt to show pant waistband, wearing maroon sweatpants and sweatshirt, standing against light gray background.
A woman with curly hair wearing a maroon knee-length dress and white sneakers, standing against a plain light-colored background.
A woman in a maroon hoodie with dark hair, holding her hood with her left hand, eyes closed, showing a contemplative or relaxed pose.
Woman wearing a black T-shirt and gray pants, standing against a plain background.
A person wearing a long blue dress, with one hand resting on the pocket and the other hanging down, standing against a plain background. They are wearing brown flat sandals.
Woman with brown hair in a low bun wearing a rust-colored dress with short sleeves, standing against a plain background.
Woman with dark hair in a purple sleeveless top, black wide-leg pants, and black open-toe heels standing against a neutral background.
Woman with curly hair wearing a sleeveless lavender maxi dress and brown sandals, standing against a light neutral background.
A woman with shoulder-length brown hair wearing a black t-shirt, gray cargo pants, and black slide sandals standing against a plain light-colored background.
Back view of a woman wearing a blue and white striped dress and tan high-heeled shoes, standing against a plain background.
A young woman with brown hair wearing a brown fleece zip-up jacket, looking at the camera.

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