Morrison Outdoors

I led a comprehensive brand redesign for Morrison Outdoors, creating a cohesive design system that reflects the company’s mission and resonates with its target audience. Beginning with hand-drawn sketches, I refined the brand’s visual identity through iterative development, culminating in a modernized logo and a complete design system. This system included typography, color palettes, and iconography to ensure consistency across all brand touchpoints. The project allowed me to merge creative exploration with strategic design thinking, resulting in a refreshed identity that aligns with the brand’s values and goals.