S I T U A T I O N

Crafting a Legacy of Artistry and Authenticity.

Founded in 1969, Sundance has established itself as one of the nation’s premier specialty catalogs, renowned for its curated selection of unique and high-quality products that celebrate artistry and craftsmanship. Originally conceived by actor and filmmaker Robert Redford, Sundance has evolved from a small, artisanal venture into a widely recognized brand that encompasses a diverse range of offerings, including clothing, jewelry, home decor, and outdoor gear. As the catalog continues to grow, it faces the challenge of adapting to the digital landscape while maintaining its commitment to sustainability and the promotion of independent artisans. This evolution presents an opportunity for Sundance to enhance its brand presence and connect with a broader audience that values authenticity, creativity, and responsible consumption.

C H A L L E N G E

Develop a brand strategy and design that transforms perceptions of the Sundance Catalog and boosts subscription and purchase rates among urban customers.

S O L U T I O N

Create a fresh and contemporary vision for the Sundance Catalog that resonates with urban consumers, highlighting the essence of artistry and sustainability.

• C O R E V I S U A L E L E M E N T S

  Create a fresh and contemporary brand identity that highlighting the simple authenticity of the brand

  Introduced a sleek design that blends vibrant visuals with minimalist layouts, making the catalog visually appealing and easier to navigate for a city-savvy audience

  Developed tailored content that emphasizes sustainability, local artisans, and unique craftsmanship, aligning with the values and interests of urban consumers

R O L E

Designer, and Strategist

R E S U L T S

The reimagined Sundance Catalog successfully transformed brand perceptions, leading to a significant increase in urban subscriptions and purchase rates.

• C O R E V I S U A L E L E M E N T S

• The fresh brand identity emphasized the simple authenticity of Sundance, contributing to a 40% increase in brand recognition among the target demographics

• Introduced a design that combines vibrant imagery with a minimalist layouts, leading to a 50% increase in urban subscriptions and purchase rate

• The diverse photographic style delivers a fresh representation of the modern West, positioning the catalog as a compelling redesign and enhancing brand relevance

• Developed content that highlights sustainability, local artisans, and unique craftsmanship, aligning with urban consumers' values and interests, resulting in a 25% increase in purchase rates from urban markets