During my time at JDK, Smartwool approached us to work with them on product branding and application and the project evolved into a complete logo redesign.

While we loved the concept of the original Smartwool wordmark—legibility and production issues required a complete redesign. We wanted to retain the friendly nature of the brand, and make a wordmark that was clean, contemporary and timeless. This was one of the designs I pitched to them.

By deconstructing the "little guy" in their old logo I created a simplistic design representing the relationship between humans and the outdoors.

Creative Director: John Siddle


Instrument—  Associate Design Director
Instrument  —  Senior Designer
Nelson Cash  —  Senior Designer
AKQA  —  Freelance Designer
R/GA  —  Visual Designer


Nike, Jordan, Burton,
Google, Mozilla, VSCO,
All Raise, Mercari, Indeed
FICO, Smartwool, EA


Branding, UI/UX, Product,
Illustration, Identity, Motion, Art Direction, Prototyping