CAIRN: Honors
Earth DayI art directed this Earth Day themed campaign centered around a local to Bend outdoor gear box subscription service, Cairn. I executed the full scope of the project demonstrating how the various assets could be applied to multiple forms and uses. The brand name of “Cairn” is rooted in a tradition of stacking rocks in order to find the trail. Conceptually and for messaging, I focused on the Buddhist proverb, “to get lost is to find the way” the idea that “every day is Earth Day” as well as the simple matter of “things being in our hands”; seedlings, dirt, steps towards environmental improvement, and a good old fashioned camping mug.
Details
Design & Execution: Milsia Makris
Company: Cairn
Scope
Strategy
Campaign Branding
Digital Collateral
Product & Graphic Design
Color Selects
challenges and campaign strategyThe most challenging part of this pitch was bringing everything together cohesively for both merchandise and digital applications. Cairn historically, as a company, has been a vehicle for getting people to interact with and try out a wide array of outdoor products and brands. This was the first campaign pitch centered primarily around a national holiday and their unique brand identity. It was difficult coming up with the perfect color palette and consistent themes throughout, especially without an already established style guide. But in the end, I am happy with how this project turned out.
