Project Overview
Helly Hansen engaged me to create cohesive, high-impact visual experiences across retail and trade show environments. The goal was to translate the brand’s performance-driven, outdoor heritage into large-scale graphics and signage that would engage shoppers and industry buyers alike. This project demonstrates my ability to manage complex print production from concept through installation.
Brand Expression: In-Store Signage
The Challenge:
Retail locations needed seasonal visual updates that aligned with campaign messaging while staying true to the core brand identity. Designs had to adapt to a variety of store layouts, lighting conditions, and substrate requirements.
My Role & Process:
• Designed endcap signage, light boxes, and large-format canvas prints for multiple flagship locations.
• Prepared print-ready files to vendor specifications, including precise bleed, trim, and scaling for substrates up to 10 feet wide.
• Managed color accuracy using Pantone matching and ICC profiles to ensure consistency across vinyl, fabric, and backlit films.
• Worked with the vendor to select a durable canvas suitable for high-light areas to reduce risk of fading.
• Coordinated with printers to review hard proofs and conduct on-site press checks.
• Scheduled staggered deliveries and coordinated with installation crews to minimize store disruption
The Outcome:
• Delivered visually impactful signage that enhanced seasonal product storytelling and maintained brand integrity.
• Graphics remained in place beyond the original campaign cycle, extending their value.
• Received positive feedback from store managers on both visual appeal and production quality.
Brand Expression: Trade Show
The Challenge:
The annual trade show presence needed to convey Helly Hansen’s innovation and authenticity to wholesale buyers and press, while creating an immersive brand experience in a competitive exhibition space.
My Role & Process:
• Developed a full booth graphics package including wall murals, hanging banners, and product feature panels.
• Prepared production files optimized for modular panels, allowing reconfiguration for future events.
• Selected substrates for maximum visual impact under mixed lighting, balancing print vibrancy with durability.
• Integrated lifestyle photography with detailed product callouts to balance inspiration and technical credibility.
• Oversaw vendor production schedules and performed remote proof approvals to meet tight event deadlines.
• Coordinated shipping logistics and installation with union crews to ensure a flawless setup.
The Outcome:
• Created a visually cohesive environment that reinforced brand values and stood out on the show floor.
• Booth elements were successfully repurposed for subsequent events, maximizing ROI.
• Attendees engaged with the booth through photography and direct inquiries at featured displays.
Key Contributions:
• Led design and print production from concept to final installation across retail and trade show environments.
• Applied brand guidelines creatively while adapting to multiple formats, materials, and production constraints.
• Managed collaboration with marketing teams, print vendors, and installation crews for seamless execution.
• Maintained strict quality control through proofing, press checks, and on-site oversight.