I developed the creative strategy, naming, merchandising, and visual design for four distinct collections for Outback, creating landing pages, and unique identities that resonated with different audiences while maintaining a cohesive Outback Trading Company brand experience.

From concept to execution, I established the theme and naming for each collection. The Lone Star, Mountain, Equestrian, and Backcountry Outpost. I created a template for the landing page and used this as the foundation for the page’s visual direction, product assortment, typography, imagery, and messaging. I merchandised products to tell a cohesive story, ensuring every collection showcased the apparel’s functionality, craftsmanship, and intended lifestyle.

I designed each landing page to feel like its own branded experience while maintaining consistency across the website, balancing strong visual storytelling with intuitive navigation and merchandising strategies that encouraged product discovery and increased customer engagement.