Project: Choose an existing product or brand, then reposition or reintroduce it for a new purpose and new audience.

Direction: For this project, I chose Realtree, a camouflage brand most often used for hunting gear and clothing. I decided to create a sub-label of Realtree called Realtree Streetwear, where their classic camouflage patterns would be marketed as streetwear fashion. For deliverables, I created a new logo, a billboard, a poster, an Instagram page with content, and a behind the scenes video. The message for this campaign focuses on being bold and standing out, which plays on the fact that streetwear fashion is made to be noticed and set yourself apart while Realtree camo was created to blend in and not be seen. 

Ethan Benavidez shot and edited the photography for this project; I art directed and styled the shoot, illustrated, and designed the deliverables.