Serengeti Eyewear wanted to refresh their brand's look and feel to coincide with the launch of a new product line. Their existing aesthetic was lacking in grit and texture, resulting in an all too clinical look to their brand.
We defined a new art direction based on the new campaign line: Built to Endure. As lead designer for the project, I developed a new campaign lockup and established a new typographic style for the brand. I designed and oversaw the production of the new product catalogue, featuring the new look and feel. I also created press ads, point of sale layouts and campaign guidelines.
After the success of the 2018 campaign, I reprised the role in 2019 and 2020.