Jöttnar
Art Direction, Brand Identity, Post-Production Editing, Creative Strategy, Social Media Design, E-commerce Site Management
Born in Arctic Norway and the creation of two former Royal Marine commandos, Jöttnar is a premium outdoor clothing company championing technical mastery over industry trends, an ethos that flows through its products and creative execution.
I came into my role as Creative and E-commerce Specialist during a time of transition for the company’s visual identity. I was given the opportunity to play a key role in shaping a new, more contemporary brand positioning that reflected the premium quality of the high-end products and the modern outdoor market.
The role required an ability to bridge data and design by strategically planning and producing ad campaigns and social content, such as new product launches and the End of Season Sale. This began not with a visual concept, but with analysis of performance data (e.g. click-through rates, A/B testing) and customer insight from the e-commerce team.
An example campaign on which I took a primary role in developing the visual approach. Featuring strong branding elements and dynamic layout with a mixture of studio and outdoor photography, creating a toolkit that could be adapted to varying formats and layout.
Another core responsibility was taking end-to-end ownership of asset delivery. I provided input during shoot planning and execution, and acted as the Post-Production editor, applying retouching, colour grading, and optimisation to product imagery, ready for use across marketing material, social content and the e-commerce site.
Operating within the small, high-growth environment of Jöttnar demanded extreme versatility. My role extended beyond the brand’s visual expression, requiring me to lead cross-functional tasks such as developing and writing high-impact copy for marketing communications, including email campaigns and website content.
