YETI—Stories

At YETI, content is as dynamic as the brand itself. With a growing collection of editorial, audio, and video content, the goal was to build an immersive, content-forward experience that inspires, educates, and drives discovery.

“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.”

“Thanks again for the collaboration and high bar you brought to the project.

“It's so fun to look at. It's so great.”

—YETI Stakeholders

100+ immersive stories launched and growing

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My Role

I shaped the creative vision for YETI’s storytelling platform, bringing together brand, content, and commerce in a cohesive digital experience. I led experience and visual direction, working closely with client partners and engineers to build a scalable system designed 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.

Approach

We designed an intuitive framework to bring YETI’s editorial, audio, and video content to life. The flexible modular system accommodates various content types and scales beautifully across devices. With seamless exploration and personalized content recommendations, the platform drives continuous discovery. Integrated product moments elevate the experience, subtly encouraging purchases while keeping the focus on the adventure.

Experience Sizzle

Immersive Storytelling

We crafted a simple yet intuitive framework that brings YETI’s lush photo and video content to life. The design encourages seamless exploration, surfacing relevant content while ensuring continuous discovery with no dead ends.

Web page about exploring Osa Peninsula in Costa Rica, featuring a dense rainforest and showcasing top outdoor activities like visiting Corcovado National Park.

A man surfing on a wave in the ocean during daytime with a partly cloudy sky.

Screenshot of an article titled "David's Top 5 in the Osa Peninsula" on YETI website, showing a dense tropical rainforest with hiking trail and two people walking in the background.

A webpage titled 'DIVE IN' with search results and guides related to outdoor adventure gear. Top section has buttons for How-Tos, Gear Guides, Buying Guides, Recipes. Below are four images with estimated 5-minute reading guides: a hiker with a backpack, a person pouring coffee from a thermos, a person with a cooler in a forest, and a group of friends outdoors.

A mobile app screen promoting travel in the Osa Peninsula with a photo of a winding dirt road through dense green rainforest.

A webpage discussing environmental restoration and sustainable food systems, featuring images of a woman with plants, a futuristic food system building with gardens, and another woman tending to plants outdoors.

Integrated Products

At the heart of Stories is the idea of living your best life in the wild. YETI products enhance your adventures, and we focus on seamlessly integrating purchasing moments in an elevated way.