Helly Hansen  / Miscellaneous

Brand Book
The Helly Hansen Brand Book establishes a unified visual and verbal identity for the brand’s global teams. I developed the core design system—typography, color, grids, and layout architecture, while shaping a cohesive photography and messaging framework. The result is a flexible, contemporary brand guide that strengthens consistency across product communication, seasonal campaigns, and lifestyle storytelling.

The brand book serves as a central reference for designers, marketers, and external partners, enabling consistent execution across seasonal campaigns, product launches, and global retail experiences. It reinforces Helly Hansen’s position as a leader in performance apparel while supporting the brand’s growing lifestyle presence.

Born by the Sea. Raised by the Mountains.
A heritage visual marking Helly Hansen’s 150‑year milestone through elemental contrast and bold storytelling.This anniversary piece centers the tagline “Born by the sea. Raised by the mountains.” over a stark, monochrome landscape, merging ocean force with alpine resilience. The composition reflects Helly Hansen’s evolution from maritime roots to mountain‑ready innovation, using strong typography and raw natural imagery to honor a century and a half of performance in extreme environments.

Lookbook FW25 / SS26
I supported Helly Hansen’s shift toward more fashion‑driven presentation across two seasonal collections. Winter Village introduced an urban‑winter editorial tone, while Marine Lifestyle brought a fresh, summer‑ready coastal aesthetic. For both, I transformed raw photography into polished, cohesive lookbooks that elevated the brand’s lifestyle positioning.
Together, these lookbooks established a new editorial standard for Helly Hansen's sell in period. One that blends technical performance with lifestyle storytelling across seasons, strengthening the brand’s visual identity and consumer appeal.

Open Mountain Month
For Open Mountain Month, I developed the campaign’s core visual identity by defining the hero graphic direction and bringing together photography, typography, and brand elements into a cohesive and recognizable system. The work centered on supporting the campaign’s narrative, “Who will you share the mountain with?”, through imagery and design that emphasized connection, community, and shared outdoor experiences. To ensure consistency across all touchpoints, I created adaptations for multiple formats, including 16×9, 9×16, and other placements used across social media, web, and internal presentations. Throughout the process, I collaborated closely with the brand team to refine the visual tone, select imagery, and align the creative execution with the broader storytelling objectives.

The resulting visual system became the anchor identity for Open Mountain Month, helping Helly Hansen communicate a more community-driven and emotionally resonant message. By providing a unified and flexible design framework, the campaign achieved a consistent presence across channels while strengthening engagement and extending the reach of the brand’s story.