Simms produces some of the most trusted, high performance gear for anglers. They entrusted me to spearhead a cohesive color and merchandising point of view for the line. Seasonally, I presented major trend stories, each one focused on a particular customer category - Fly, Bass, Salt. I evolved the color palette, designing unique color stories per category to capture customer needs and desires, while insuring that holistically the aesthetics of the line were unified and cross-merchandised. For every new colorway, I created the color CADs, specifying all color details including color matching to supplier trim books. I also designed prints for apparel.
Below are sample pages from a seasonal trend presentation, color silos, color palette, an example of a fully merchandised collection, and a color CAD.