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.

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.