The well-known adventure brand Icebreaker is natural, authentic, premium and purely New Zealand. This is reflected in the imagery for worldwide markets as well as the sustainability of the materials they use in their garments.

Freelancing at Icebreaker involved working on new season campaign posters, clip boards, counter cards, store windows, tech sheets, print adverts, large format pull up banners, concept styling for flat lay photography shoots, store layouts for new global openings, creating internal documents for sales meetings and presentations.

Flat lays were an important marketing tool used by Icebreaker for Instagram, Facebook posts and internal documents. Facilitating these flat lay concepts for professional photography shoots gave valuable experience in product set styling and streamlining the creative process for image retouching and refinement.  

With the roll out of new season campaigns, all point-of-sale designs needed to be refreshed with new imagery, copy and creative direction. Producing counter cards was a simple, yet effective, solution using existing wooden stand hardware with a heavy focus on photography. Selecting product imagery, combined with copy placement, was an important aspect of my design role and needed to show consistency across all creative.

Combined with the point-of-sale rollout were product technical sheets, giving specific information about garments and special features. These were placed around Icebreaker stores next to such garments. With regular updates required and a large product base, these technical sheets demanded a high turnaround in short timeframes whilst maintaining a high level of design.

Website banners were another marketing tool used by Icebreaker for external websites. With limited space and strict file size limits, these required minimal information so that the brand message was portrayed instantly though key photography and logo recognition, showcasing new products and keeping within brand guidelines.

Visual merchandising was another important aspect of my role at Icebreaker through the creation of store window concepts. Icebreaker’s visual merchandise was all based around simple, highly engaging, powerful imagery combined with key brand messages of natural, authentic and premium products that is purely New Zealand.