Dunham’s Sports
Creative Systems • Editorial Design • Retail Marketing
Making a lot of moving pieces feel like one brand.
In my contract role with Dunham’s Sports’ marketing team, I worked across seasonal catalogs and sponsored brand guides covering everything from footwear and apparel to outdoor recreation. With each project changing in scope and audience, my focus was keeping the work consistent, clear, and unmistakably Dunham’s.
The work
Each catalog had its own audience, season and product focus, but the approach stayed consistent: strong lifestyle imagery, clear hierarchy and flexible layouts that could accommodate a wide range of products and brand partners.
Beyond the layout
My role extended beyond design execution. I helped shape headlines and marketing copy, select and refine imagery, work through vendor assets and changing content, and develop creative solutions around what each project needed to communicate.
Writing for the brand
For Dunham's private-label collections, I developed headlines and marketing copy tailored to each brand's individual voice, from outdoor lifestyle to performance and casual apparel.
Making the process better
Alongside the catalog work, I developed reusable templates and design systems to create greater consistency from project to project. I also helped replace a fragmented, paper-based proofing process with a centralized digital workflow, giving teams one place to review work, discuss feedback and track revisions. I documented the new system through internal SOPs to make it easier to follow and repeat.
