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Portfolio

Second Cut Project

Branding/ Creative Direction/ Website Design/ Marketing Assets

Smartwool's Second Cut Project initiative aimed to increase circularity by giving old products new life - thus eliminating the need to produce new raw materials, and keeping perfectly good materials from being thrown into landfills.

I can honestly say that very few of the many Graphic Designers/ Art Directors I have worked with possess the same level of drive and commitment that I have seen from Devon. She works hard, she works smart and carries herself in an approachable, positive manner no matter the task at hand. She truly is the perfect balance of grace and grit.

- Kris Fry, Smartwool Creative Director

Omni Channel Launch

The Smartwool Second Cut Project was brought to life across various digital and physical channels. Digitally, the project required design and art direction for emails, Smartwool.com, the internal hub site "What Matters," social media channels, retail outlets, and online stores.

Additionally, the project included the creation and design of print materials such as consumer education brochures, retail sock recycling bins, retail point of sale one-pagers, and bags. These materials encouraged consumers to return unwanted garments for recycling or reuse by the Smartwool team. This comprehensive approach ensured a cohesive and impactful campaign across all touchpoints.

SecondCutSquareBrochure_V7.jpg

Credits

Art Direction & Design - Devon Dalzell

Creative Director - Kris Fry

Copy Writing - Noah Schniderman

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