Macpac

Macpac is one of Australasia's leading outdoor brands, creating technical clothing and equipment designed for alpine and everyday adventure.

As its digital presence grew, the brand experience became fragmented: inconsistent across web, retail and social, with the website feeling dated against the strength of the brand itself.

I built the digital style guide and led the website refresh, translating Macpac's established identity into a scalable digital system.

(Case study in progress)