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