Hydro Flask is well loved. The brand has built a loyal following because of its commitment to values the brand shares with its consumers - the outdoors, conservation, play, and exploration. I am honored to work with them for the last several years, starting with the 2022 product season. In our collaboration, I create and direct the color, trend, and merchandising strategy. I kick off each season with a detailed, brand-specific trend presentation, outlining major themes that will be meaningful for their consumers. I outline how Hydro Flask can directly incorporate these into its brand ethos through actionable items. I design the color palette and merchandising strategy, working across design, marketing, sales, and operations to create the best overall approach - balancing exciting evolution, consumer desires, and business needs to maintain the market position of Color Leader. 
Below are photos from the 2022 line, a collection designed to exemplify the vitality of nature, our collective desire for optimism after a long period of uncertainty, and - most importantly - our unending need for play. It is play that keeps us healthy, connected, and joyful. 

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