What I did: Art Direction, Illustration, Visual Design, Concept
Eddie Bauer's annual Gear Event takes place in early summer, and I've been in charge of the creative direction of the online execution for the past two years. The pressure is on – this is the only time of year that EB's award-winning gear gets to take center stage on the website and emails – and everything must perform according to plan or it's quickly buried into the abyss of sub content and category pages.
To increase engagement with gear content and keep those clicks coming, I planned a series of videos hosted by EB guides to provide advice and how-tos regarding the four main gear categories (tents, sleeping bags, packs, and luggage). I also created several infographics with funny and educational illustrations to help in selecting gear, and a series of comparison charts to see the benefits of each product side-by-side. All this while putting the best gear and photography as the hero across the board on the site.
The gear events have been a hit, and each year has seen nearly a 10% YOY growth in sales.