Launching Sierra at the Outdoor Sportsman Show
Launching a Brand for a National Industry Event
Early in my career, I had the opportunity to help prepare Sierra for one of its most important annual marketing initiatives—the Outdoor Sportsman Show.
Working across print design, product photography, event signage, and marketing collateral, I helped create a consistent brand experience that introduced new products while strengthening Sierra's presence within the outdoor industry.
PROJECT SNAPSHOT
Brand Manager Intern
Web developer, UX research, Graphic Designer, Brand strategy, SEO
December 2008 - 2009
Role
Brand Management Intern
Timeline
2008–2009
Industry
Outdoor Sporting Goods
Focus
Brand Identity
Print Design
Marketing
Photography
Production
BUSINESS CONTEXT
Preparing for a High-Visibility Event
The Outdoor Sportsman Show represented one of Sierra's largest opportunities to introduce new products, connect with customers, and strengthen relationships with retailers and partners.
Success depended on presenting a consistent brand across every customer touchpoint—from catalogs and advertisements to booth graphics and product displays.
THE CHALLENGE
Creating Consistency Under Tight Deadlines
The project required producing a large collection of marketing assets while maintaining a unified visual identity.
Compounding the challenge, organizational changes meant I took on responsibilities that extended well beyond a traditional internship.
Key Challenges
- Large volume of printed materials
- Product photography coordination
- Event signage
- Vendor collaboration
- Brand consistency
- Tight production schedules
MY ROLE
Responsibilities
- Brand asset development
- Print production
- Catalog design
- Photography coordination
- Marketing collateral
- Vendor communication
- Event graphics
- Production management
DESIGN APPROACH
Building a Consistent Event Experience
Rather than treating every deliverable independently, we approached the event as a complete brand experience.
Every catalog, advertisement, display, and sign followed a consistent visual system that strengthened recognition throughout the event.
Large product photography, bold typography, and rugged visual treatments reflected Sierra's identity while helping products stand out in a busy exhibition environment.
BUSINESS IMPACT
Outcomes
- Cohesive event branding
- Improved product presentation
- Consistent marketing materials
- Stronger trade show presence
- Valuable early leadership experience
REFLECTION
Although this was early in my career, it taught me lessons that continue to shape how I lead projects today. Coordinating photography, print production, branding, and multiple stakeholders showed me the importance of planning, consistency, and communication—principles that still guide my approach to UX leadership and product design.
Outdoor Engagement
