While at FITCH, we were engaged by Dick's Sporting Goods to help evolve the popular outdoor magazine Field & Stream, into an exclusive Dick's Sporting Goods outdoor equipment brand. We updated their branding as well as their packaging systems to create an iconic and consistent visual communication system. Utilizing textures and colors common to outdoor enthusiasts, as well as "Guide" inspired patchwork  and iconography, we helped translate this established name into a distinct consumer brand language. While I am no longer involved in any way with either Dick's or Field & Stream, the continued influence of this work can clearly be felt even as Field & Stream begins to enter the world of stand alone retail experiences. 

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