Carhartt
x Field notes
Carhartt's brand was built on workwear, but the launch of The Rugged Outdoors, a new product line for hunting, fishing, hiking, and other outdoor activities, called for a story that reached beyond that identity without abandoning it. A collaboration with Field Notes, the stationery company known for its utilitarian, vintage-inspired memo books, offered a way to put that broader story into something customers could actually hold and use in the field.
Creative direction shaped the collaboration from concept through execution, developing a limited-edition memo book design that carried Carhartt's heritage into Field Notes' pocket-sized format while speaking directly to the new outdoor audience. The campaign built around the launch balanced editorial storytelling, brand expression, and audience utility, positioning the product as a genuine tool for the outdoors rather than a promotional item. The collaboration contributed to email acquisition growth and a lift in average order value, helping Carhartt establish credibility with a customer base outside its traditional workwear base.
/ creative Direction & Storytelling