There is No Off-Season.
As Alaskan Hardgear transitioned from strictly workwear to also include outdoor-activewear, the challenge was to depict an Alaskan outdoor life as extreme as its work life.
The following :30 brand intro unites work and play beneath the brand rallying cry of living life less soft.
Social media aims to convey the reality of life in Alaska, mudpies and all. Alaskan men are shown in their natural environments, working or recreating.
While social presence tends to lean more toward general brand awareness, a series of product vignettes was created to showcase individual products. Additional social media assets focus on capturing the spirit of these rugged individuals, rather than pushing products.
Alaskan Hardgear’s bread and butter is their 48-page mailed catalog, showcasing the brand’s finest offerings alongside frontier tales.
Photography populates the website and direct emails, which are fine-tuned for seasonality.
Retail posters and signage brought headlines and imagery into the Alaskan Hardgear store-within-a-store at Duluth Trading locations.
Creative Director: Kevin Longino // Graphic Design + Typography: Kevin Longino // Video Editing: Kevin Longino // Copywriting: Eric Miller // Photography: Corey Arnold // Video: Joshua Corbett // Line Producer: Michelle Boucher // Production Design (catalog): Michelle Gray