YETI—Stories
YETI Stories is a digital storytelling platform that inspires communities through films, photography, and narratives connecting people with the wild
“So proud of this and I cannot wait to see it live. Thank you all for your expertise, amazing talents, and patience as some of us learned as we went.”
—YETI Stakeholder
“So proud of this and I cannot wait to see it live. Thank you all for your expertise, amazing talents, and patience as some of us learned as we went.”
—YETI Stakeholder
“So proud of this and I cannot wait to see it live. Thank you all for your expertise, amazing talents, and patience as some of us learned as we went.”
—YETI Stakeholder
“Thanks again for the collaboration and high bar you brought to the project.”
—YETI Stakeholder
“Thanks again for the collaboration and high bar you brought to the project.”
—YETI Stakeholder
“Thanks again for the collaboration and high bar you brought to the project.”
—YETI Stakeholder
My Role
As Design Director, I led the creative vision for YETI’s storytelling platform, uniting brand, content, and commerce into a cohesive system. I drove experience and visual direction, partnering with client and engineering teams to deliver a scalable platform built to grow with YETI’s expanding editorial ecosystem.
My Role
As Design Director, I led the creative vision for YETI’s storytelling platform, uniting brand, content, and commerce into a cohesive system. I drove experience and visual direction, partnering with client and engineering teams to deliver a scalable platform built to grow with YETI’s expanding editorial ecosystem.
My Role
As Design Director, I led the creative vision for YETI’s storytelling platform, uniting brand, content, and commerce into a cohesive system. I drove experience and visual direction, partnering with client and engineering teams to deliver a scalable platform built to grow with YETI’s expanding editorial ecosystem.
Challenge
YETI’s growing content library lacked a centralized destination that reflected its quality. The challenge was to design a scalable platform that celebrates storytelling, fuels outdoor inspiration, and encourages exploration while integrating product discovery in a seamless, unobtrusive way.
Challenge
YETI’s growing content library lacked a centralized destination that reflected its quality. The challenge was to design a scalable platform that celebrates storytelling, fuels outdoor inspiration, and encourages exploration while integrating product discovery in a seamless, unobtrusive way.
Challenge
YETI’s growing content library lacked a centralized destination that reflected its quality. The challenge was to design a scalable platform that celebrates storytelling, fuels outdoor inspiration, and encourages exploration while integrating product discovery in a seamless, unobtrusive way.
Solution
We built a flexible framework to showcase diverse formats, from long-form editorial to podcasts and film. Modular design patterns kept the system adaptable across content types and devices, while subtle product tie-ins encouraged discovery and purchase. Personalized recommendations extended engagement, creating a content experience as dynamic as the brand itself.
Solution
We built a flexible framework to showcase diverse formats, from long-form editorial to podcasts and film. Modular design patterns kept the system adaptable across content types and devices, while subtle product tie-ins encouraged discovery and purchase. Personalized recommendations extended engagement, creating a content experience as dynamic as the brand itself.
Solution
We built a flexible framework to showcase diverse formats, from long-form editorial to podcasts and film. Modular design patterns kept the system adaptable across content types and devices, while subtle product tie-ins encouraged discovery and purchase. Personalized recommendations extended engagement, creating a content experience as dynamic as the brand itself.
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PROJECTS
USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.
USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.
USTA—Coaching Platform
USTA Coaching is a national digital platform that empowers coaches with tools, resources, and community to help grow tennis toward 35 million players by 2035.
YETI—E-commerce Redesign
YETI Buy Flow is a scalable e-commerce system that guides customers through complex decisions with clarity and confidence, driving conversion while preserving YETI’s premium brand integrity.