The Ask

Sundance knew they had fallen years behind the current trends in retail design and content but didn’t know where to start. They needed a complete brand reset in time for the all important holiday season. With the rise of western wear and bohemian influences in women’s fashion, Sundance was in a good position to capitalize on their authentic story—they just needed a new way to tell it.

The answer

Sundance needed to modernize their brand from top to bottom. All visuals—brand design, photography, styling, catalog layout, content, digital and social marketing—needed a fresh eye. By embracing their western roots, they introduce millennials to their 35+ year heritage while reinforcing their commitment to the independent, free-spirited woman.

Agency: Kindred Creative Group
Role: Art Director

Photography Moodboard – Location

Photography Moodboard – studio

Photography refresh – outdoors

Print Catalogs – Fall/Winter 2024

Home page template

Desktop layout

Mobile layout

Email template