Color Direction

I led color direction for YETI from 2017 - 2020. As a brand, we realized that color was key to unlocking increased revenue and brand connection but wanted to do it in a controlled and authentic way. I led an interdisciplinary team of designers, engineers, merchandisers, and marketers to identify and develop key colors for the YETI product roadmap. One of the key insights was to source colors from activities authentic to the YETI experience. Together we developed the “Color Inspired by True Events'“ campaign which highlighted the authentic source for out seasonal colors. Additionally, we defined a seasonal color palette, identifying ‘core colors’ and the progression of seasonal colors through product through the years.