Danner
Danner has been handcrafting boots in the Pacific Northwest since 1932, with a legacy rooted in durability, exploration, and craftsmanship. They partnered with Ziba on a new campaign that would ultimately expand into a full brand expression including a website refresh, comprehensive brand guidelines, and a printed magazine. The goal was to capture and extend Danner’s “Go There” spirit across every touchpoint, while honoring the brand’s heritage and sense of place.
Senior Designer: Campaign Assets, Website Refresh, Brand Guidelines, Print Magazine
My Role
CD: Chelsea Vandiver
AD: Jeff Pidgeon
Photography: Corey Arnold
Credits
The campaign expanded into a multi-channel system spanning print, out-of-home, web, and social. I focused on translating the campaign’s visual language into clear, usable brand assets that could scale beyond the initial launch. This included carrying the work into a full website refresh, ensuring the digital experience reflected Danner’s heritage, craft, and sense of place.
I also helped develop and organize more than 100 pages of brand guidelines, defining typography, color, imagery, layout principles, and usage rules. The goal was to create a system that maintained consistency while giving Danner’s internal teams practical tools to apply the brand across future work.
The work resulted in a cohesive brand system that carried the campaign across digital and print. The refreshed website, printed magazine, and guidelines gave Danner a clear framework for ongoing storytelling rooted in their heritage.
