My Role

I led the creative vision and direction for YETI’s evolving platform, partnering closely with internal teams and stakeholders to reimagine the experience into a more flexible, future-ready platform. From early strategy through execution, I helped shape the product to balance inspiration, utility, and accessibility. I provided hands-on guidance across design patterns, interaction models, and inclusive design, ensuring a cohesive, high-craft experience from start to finish.

Challenge

After the success of the original Year in Preview campaign, YETI faced a new challenge: evolve the concept from a one-off activation into a long-term, utility-driven brand platform. The goal was to scale the experience globally, empower users to shape their own adventures, and build something accessible, intuitive, and always-on.

Approach

We treated this version as a true product iteration, guided by insights from last year’s campaign and grounded in close collaboration between our team and YETI’s internal creatives.

Together, we rebuilt the platform to be evergreen, globally relevant, and far more personalized. We introduced new filtering logic, allowing users to refine events by pursuit and location.

We also expanded the platform across multiple countries and languages, extending its reach while ensuring a unified experience across newly supported regions.