Czar Creative
Art at Work

Keen Brand Campaigns: Direction & Systems

At Keen, I led art direction for seasonal campaigns and built the systems that brought them to life. I developed graphic narratives across retail, digital, social, and trade shows, then created comprehensive toolkits that enabled teams to execute consistently and efficiently. The work covered both creative vision and practical frameworks that maintained brand standards across all touchpoints.

I was tasked with creating a system that could consistently apply and adapt across marketing, digital, social, and retail.

Considerations

  • Utilize existing photography

  • Needed to work consistently across all their categories, waterfront, trail, and city front. 

  • Develop visual language and standards to guide all content creation

  • Make it work for both internal teams and external partners

Exploring Creative Directions

I started by exploring designs that were an evolution of their previous brand design. Then started thinking about ways to create quicker impact.

Final Key art Direction

After working through a few design styles, we landed on a visual system that provide a setting, while capturing lifestyle activity.

Flexible but Consistent

I developed key art for all categories lead products, with options considered for all channels. This development sped up internal development, established clear guidelines for external development.

  • Managed brand identity across different platforms and materials

  • Ensured consistency in voice, visuals and tone

 

Support Internal and External Development

  • Cross-Functional Alignment

  • Scalability Solution

  • Quality Control

 

  • Eliminated creative inconsistencies

  • Streamlined production workflows

  • Could see impact of unified brand experiences across all customer touchpoints

 

I worked through this same process for their Work Footwear line.

  • Established campaign art direction

  • Provided brand identity information for consistent branding

 

Product Launch Campaign

I supported their product launches in developing assets to cover marketing needs across channels, including retail buy in and sell through, out-of-home and product collateral.