Carhartt Product DNA Guidebook
An internal guidebook that defines and communicates Carhartt’s product DNA across brand categories, design principles, and product standards.
Miro program breaking down the book’s pages, functionality and copy.
Role:
Visual System Design
Layout & Grid Development
Art Direction (2.0 evolution)
Cross-Platform Design (Miro + Print)
This project is an evolving internal guidebook created to define and document Carhartt’s product DNA across the business.
The original version was developed as a PDF, where I helped establish the visual structure, layout system, and overall framework. The current 2.0 version expands on that foundation and is being built for both digital use in Miro and print production in InDesign.
The guidebook brings together a wide range of categories: including PPE, CCG, graphics, technical design, and the Reworked program, into one cohesive system. It’s designed to help teams better understand how Carhartt products are built, what defines them, and how consistency is maintained across different product lines.
While much of the content is internal, the goal of the work is to create a clear, usable resource that supports alignment across teams and reinforces what makes a Carhartt product distinctly Carhartt.