Smartwool

Workbook Layout and Design

I’ve been a longtime fan of Smartwool, wearing their base layers, hats, and socks for decades. So, when the opportunity arose to design their dealer workbook, I was really excited. Smartwool was the first outdoor company to create performance Merino wool ski socks, revolutionizing the category and changing how outdoor enthusiasts approach footwear. Merino wool is the cornerstone of almost every Smartwool product, known for its softness, moisture management, temperature regulation, and odor resistance.

The concept behind the design layout was inspired by nature—the thread that becomes a product, the movement of wind, the undulating topography of the earth. These ideas were used both literally and figuratively throughout the workbook design. From stitching marks and framing elements to windows capturing images, everything was thoughtfully integrated to reflect the brand's outdoor ethos and innovative spirit.

This project was a gratifying one. Working with a brand I admire so much was truly a pleasure. The workbook was designed to be a comprehensive, easy-to-navigate, and visually engaging resource for Smartwool's dealers, highlighting key product information and brand messaging. I focused on organizing product details and strategies in a user-friendly layout, ensuring that the workbook would serve as a valuable tool for sales representatives while aligning with Smartwool's commitment to quality, sustainability, and innovation.