The River campaign was about embracing the spirit of adventure and customization. Every adventurer has unique needs, so we introduced this campaign to showcase the versatility of the Bugout knife. Whether you’re a seasoned river rafting guide or a nature enthusiast looking to explore the great outdoors, the Bugout is designed to be your trusted companion. This campaign is an invitation to explore the limitless possibilities of customization and see how the Bugout can truly become an extension of your adventurous spirit.

Partnering closely with a copywriter, I led the design of a cohesive set of eight emails for the River campaign. I was responsible for building a strong visual system across the flight—establishing layout consistency, aligning with brand guidelines, curating imagery from our internal library, editing photography and ensuring design continuity with the rest of the campaign.

I managed the production of all window graphics, lightboxes, OOH, and print ads across more than 20 dealer locations. I also supported our HR team by designing hiring banners for recruiting events, ensuring they aligned seamlessly with the broader campaign visuals.