The Polar Cap coolers are designed to compete with the best brands in the marketplace, highlighting unique features and superior performance while being manufactured in the USA. The cooler was the winner of Field and Stream’s 2016 Best of the Test. It’s patented bottle opener latch design and pressure relief valve are innovative features that led to a successful launch.

Soft side coolers and drinkware will complement this category.

The Ascend Technical backpacks have been designed to handle the most challenging outdoor adventures. These backpacks are lightweight and durable with optimal storage.

The packs feature a unique torso length adjustment system, ventilated back panel with unique and efficient organization solutions.

The Cabela’s Instinct sleeping bag line has been designed for superior back country performance.

Collaborating with industry leading suppliers led to a successful launch that showcased the product line’s exceptional performance and value, putting the Instinct sleeping bags in direct competition with industry leading brands.

As a major hunting brand, the Cabela’s game cameras utilized a functional design that was exciting at retail and also blended in well with the outdoor environment. The line was designed to compete with the best brands in the marketplace by offering unique features that are important to hunters.

The game cameras have performed exceptionally well and grabbed market share from the competition due to continuous improvements and exceptional sourcing relationships. Thus, allowing for ongoing innovation at customer-friendly price points.

The Calamus pack is designed to be loaded with travel friendly features including compartments to keep your gear organized and easy to find. The V-Flow Moisture Management System foam padding allows for improved back panel air flow, resulting in all day comfort and breathability.

The flex-capacitor design is a product line expansion of a successful and patented pack line that launched in Spring 2019. The challenge was to offer additional sizing styles while maintaining the functionality and performance of the existing style.

The Cabela’s Intensity optics line is designed as a full line of HD optics at an affordable price point. Project responsibilities included brand strategy, logo design, product design, and sourcing. The value proposition and design of the optics was so well received by the industry and customers that this line was awarded the Outdoor Life best value award.

The Acme Made Divisadero Traveler pack line is designed to be modern, lightweight and travel friendly. The pack line offers ample storage, while being comfortable to carry.

The Cabela's Instinct tents are designed for superior back country performance. The designs have been wind tunnel tested and the materials were meticulously chosen to deliver optimum performance in any condition.

Easy set up and maximized living space were used as baselines to guide the design process.

The Cabela’s multitool is designed to be affordable and useful for quick fixes and repairs. Stainless steel construction with an assortment of attached tools includes flat-nose pliers, wire-stripper, knife, Phillips and flat-head screwdrivers, saw, bottle opener and scissors.

The design has been cost engineered to maximize production efficiencies and still allow for color customization.

The Cabela’s fly fishing pack line has been designed to keep tackle secure and organized. The pack line includes fly loop patches, CSM attachment tabs, and a MOLLE system for additional lashing points.

The water resistant packs are designed for ambidextrous use, with easy one handed access.

I worked with a start-up client to create a brand platform. I provided the client with assistance on brand strategy, brand and packaging design, marketing guidance, and launch strategy.

Being involved in all stages of product and brand development I was able to guide them to achieve a successful launch and adoption of the brand into additional retail assortments.

This camo pattern was successfully launched and very well received by the customer. Based on the launch success, additional color ways were created to expand the regionality and reach of the pattern.

The additional color ways were designed to use the same screens as the initial pattern, allowing for significant cost savings and a quicker go to market timeframe.

Based on the popularity and success of Cabela’s food processing line there was a need to create brand and product synergies that provide commonalities across multiple product types.

The style guide I designed and implemented is still used to drive product development across the three distinct sub brands that exist in this category.