Achillo outdoor
Achillo Outdoor (currently sold as Para Goods) was a project that started during my graduate studies in Sports Product Management at the University of Oregon. During the eighteen month program, I worked closely with four other students to develop a brand, design a product and bring it to market. Our idea was “The Quiver”; a backpack system for the weekend warrior. It consists of a high-quality, perfect-fit frame that can be easily swapped onto activity-specific bags. This allows the consumer to have their bags packed with the gear they need, ready to hit the trails, slopes, rivers or wherever the adventure takes them at a moment’s notice. The modularity also allows for significantly easier repairs, keeping them out landfills and aiding in all your outdoor needs.
As the sole team member with a background in product and graphic design, I played a major role in branding, design and development, as well as creating the majority of all internal and external marketing materials and presentations. By the end of our eighteen month program, we had a fully functional, shelf-ready prototype and a small initial investment to create a first run of product. While I had already decided to move forward with another company after graduation, three of my team members re-branded as Odd Lot Labs to move forward with the company and come out from under the wing of the University of Oregon. After some minor restructuring, the bag system can now be purchased through Para Goods.
product and brand development
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BRAND PORTFOLIO
At the culmination of our program, I was tasked with creating a Brand Portfolio that documented our branding, marketing efforts, design process and our go-to-market and launch strategies.
CREATIVE DIRECTION PRESENTATION
As the Creative Director of the team, I was tasked with putting together a presentation on our creative direction. This included our direct messaging and tone, our logo and font variations and usage, and our primary and secondary imagery. This would have laid the groundwork for a more in-depth brand book/style guide had the company not re-branded.