Product DNA Book

PROJECT SCOPE: To design a new book that showcased the Carhartt standard within their products across both Men and Women categories. The current design needed a complete aesthetic overhaul and needed to include strategic pillars of the brand's design process. The project demonstrated how strategic design thinking can solve business problems, not just visual ones. [This project is on it's second edition; expanding the categories that make up the Carhartt brand.]

Jul 3, 2025

CLIENT

Carhartt

CLIENT

Carhartt

CLIENT

Carhartt

Role

Senior Designer

Role

Senior Designer

Role

Senior Designer

Service

Visual Design

Service

Visual Design

Service

Visual Design

Green Fern
Green Fern
Green Fern

SOLUTION

SOLUTION

SOLUTION

Working with cross-functional team leads; I gathered key call outs and definitions for each category within the brand for proper representation. Making sure the whole book was one brand with a new visual output while housing all the different arms of the brand new. The process was crafted in Miro for visual accessibility from all teams involved. Getting this across the finish line for a completed marketing and in-house culture guide.


Working with cross-functional team leads; I gathered key call outs and definitions for each category within the brand for proper representation. Making sure the whole book was one brand with a new visual output while housing all the different arms of the brand new. The process was crafted in Miro for visual accessibility from all teams involved. Getting this across the finish line for a completed marketing and in-house culture guide.


Working with cross-functional team leads; I gathered key call outs and definitions for each category within the brand for proper representation. Making sure the whole book was one brand with a new visual output while housing all the different arms of the brand new. The process was crafted in Miro for visual accessibility from all teams involved. Getting this across the finish line for a completed marketing and in-house culture guide.


THE IMPACT

THE IMPACT

THE IMPACT

THE IMPACT: This was about creating a tool that would actually change how teams think about and execute brand strategy from a product perspective. By bringing category managers into the creative process, I ensured the final product would be something teams would actually use to understand the Carhartt design process.

Carhartt as a brand holds storytelling as a core characteristic of their DNA. From the research and feedback from the design process to the garments they manufacture to the way they communicate and connect to their consumer. they are true storytellers.

THE IMPACT: This was about creating a tool that would actually change how teams think about and execute brand strategy from a product perspective. By bringing category managers into the creative process, I ensured the final product would be something teams would actually use to understand the Carhartt design process.

Carhartt as a brand holds storytelling as a core characteristic of their DNA. From the research and feedback from the design process to the garments they manufacture to the way they communicate and connect to their consumer. they are true storytellers.

THE IMPACT: This was about creating a tool that would actually change how teams think about and execute brand strategy from a product perspective. By bringing category managers into the creative process, I ensured the final product would be something teams would actually use to understand the Carhartt design process.

Carhartt as a brand holds storytelling as a core characteristic of their DNA. From the research and feedback from the design process to the garments they manufacture to the way they communicate and connect to their consumer. they are true storytellers.

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