Founded 2012 in San Francisco American Giant is a manufacturer of casual and staple clothing pieces committed to sourcing everything possible in it’s supply chain domestically from United States sources. From cotton field to retail sale their commitment to a US based supply chain ensures fair wages, decreased carbon footprint, and the revitalization of United States based manufacturing. The result is quality garments made to last a lifetime. A challenger to fast-fashion’s wasteful and often exploitative status-quo.
As a designer working in-house for the American Giant brand I have touched on all pieces of the business from print and digital assets to experiential and retail collateral and everything in-between and beyond. The company is small and the creative team smaller.
Above and below are catalogs and mailers for the 2021 year. The American Giant catalog straddles the line between lookbook, catalog, and magazine, highlighting persons of note in the US between the pages of product.
For smaller seasons such as summer or holiday unique sized mailers were made and sent out to subscribers.
The catalogs and direct mail are a fun outlier of my job functions and one of the more influential parts is helping to design a better functioning user experience. Below is a redesign of the product display page which was a major project I worked on in tandem with our in-house Ecommerce team and partnering developer.
Alongside the same team I also redesigned the in-cart-experience Both redesigns proved successful with increases to to conversion from site traffic.
Landing pages are also a large part of acquisition and conversion and are used regularly to drive ad traffic to the site for customers who clicked on links from social networks or elsewhere to learn more about the brand, our partners, and special collaborations. Each page is either an evergreen page or part of a campaign necessitating unique layouts.
Aside from work directly associated with the site American Giant’s marketing and outreach is mainly digital and relies heavily on emails.
Despite it’s digital origins and continuing presence in the digital space, the brand also has physical retail stores. Currently there are six and counting.
Each store is unique in size and shape and permanent signage and window campaigns all have to be designed to spec, a task that I have helped our retail team navigate throughout three new store openings and four campaigns.