Fortune Brands
BRANDED EDITORIAL + PHOTO ARTICULATION GUIDE
Fortune Brand Innovations approached our team at Wray Ward to help shape the narrative and visual identity for their family of outdoor brands. We were tasked with developing a unifying brand concept inspired by the emotional pull of golden hour. To bring this to life, we created two signature brand pieces: an editorial-style brand lookbook and a photo articulation guide.
My Role
Art Director & Designer
Collaborators
Creative Director — Heather Dumford
Copywriter — Findley Strange
Photographers — Justin Smith + John Roberts
Agency — Wray Ward
Deliverables
Concept Development
Audience Persona Strategy
Art Direction & Brand Imagery
Editorial Lookbook
Photo Articulation Guide
✶ When sunlight turns to magic.
CONCEPT DEVELOPMENT
The concept explores how golden hour’s warm light elevates everything around us. It’s a softening, a lightness of being. Visually, we focused on texture and tactility that center you in an ephemeral moment: fingertips grazing natural wood, warm sunrays dancing across bare feet.
Photo Articulation Guide
EDITORIAL DESIGN
I translated the feeling of golden hour into the design through full-bleed photography that pulls you into the scene, and large gatefold spreads that create haptic moments of pause and pleasure. Blurred foliage shadows are cast across text spreads to add texture and depth.
