Danner's goal was to differentiate their Portland Select line, a premium, urban centric boot, from their main line of product. The entire Portland Select line of product is made in the Portland, Oregon factory. This location was leveraged by an iconic illustration of the Portland skyline wrapped around both the box and the hangtag. This Portland skyline compliments the Danner main line package, which is wrapped with a tree line.

Touchpoints: package graphics, hangtag graphics, hangtag structure

MY ROLE: Creative Direction