DISCIPLINE:
Digital, Print, Advertising
CLIENT:
Alumni of NY, Hatchet Outdoor Supply Co.
YEAR:
2021-2024
ABOUT
Alumni of NY/
Hatchet Supply
Alumni of NY is a borough-bred premium streetwear boutique with multiple brick-and-mortar locations and a global online presence. The brand focuses on a highly curated selection of contemporary labels, spanning both established and emerging brands from around the world.
Hatchet Outdoor Supply Co. is a modern outdoor retailer built for the 21st century adventurer. The brand curates apparel, accessories, and gear designed for both local and global use, with an emphasis on sustainability, performance, and thoughtful design.
GOALS
When I was brought on to support sister brands Alumni of NY and Hatchet Supply, the primary set of goals was to increase sales across both e-commerce and retail, and strengthen overall brand awareness. A key focus for Alumni was building hype around new product drops, including limited sneaker releases and highly coveted pieces from streetwear and high fashion brands. Hatchet also highlighted new product drops, but leaned more into lifestyle-driven content and collaborations. My role was to elevate and standardize designs across socials, web, and paid ads, ensuring all touchpoints felt cohesive and competitive within the broader streetwear and outdoor retail spaces.
Both brands also relied heavily on in-store activations and community events, which required strategic pitch decks that I designed to help position Alumni and Hatchet effectively.
CHALLENGES
One of the main challenges I faced as a designer was that each brand operated within a constant cycle of new product drops and promotional sales. Although Alumni and Hatchet exist under the same ownership and within the same industry, they serve distinct audiences. This requires a high level of creative output and attention to detail to maintain consistency in a high-volume work environment. At the same time, the work needed to carry strong visual interest to stand out in a saturated market, while still remaining aligned with each brand’s identity.
