2019 brought an opportunity to re-design a series of book covers for Author Karen G Berry. Find the series here.

Pendleton Woolen Mills has been making National Park Blankets for over 100 years, so it seemed natural to partner with the National Park Service to celebrate their centennial. A portion of all sales from the Pendleton National Park Collection were donated to the National Park Service to aid in their mission of protecting and maintaining our National Parks.

To share the message with B2B & B2C, our Director of Marketing and Communications and myself worked together to provide the creative direction for the campaign. Based on this direction, I designed marketing material, on-product branding, packaging, PR kit items, and wholesale/retail merchandise to promote and commemorate this fundraising partnership. 

The campaign has raised funds in excess of the initial $500,000 goal and garnered 500 million impressions since it’s launch in late 2015. Pendleton, our partners, and licensees, contributed royalties to support two park restoration projects: The restoration of the Helical Stairs at Many Glacier Lodge in Montana’s Glacier National Park as well as accessibility and restoration of the Grand Canyon Train Depot’s historical structure.

The campaign was also submitted to PRINT Magazine’s 2016 Regional Design Awards and won.

MARKETING MATERIALS CREATIVE DIRECTION  Kathy Monaghan, Andrea Capp
DESIGN DIRECTION Andrea Capp
DESIGNER  Andrea Capp
NATIONAL PARKS COLLECTION LOGO DESIGN  Bob Smith
COMPANY  Pendleton Woolen Mills
AWARD  2016 PRINT Magazine Regional Design Awards Winner

In 2017, the Pendleton Woolen Mills retail store in downtown Portland, Oregon decided to relocate. The Director of Marketing and Communications and Visual Merchandising Manager were tasked with implementing a company-wide strategic goal to pivot the look of our store to better reflect our brand’s rich history, quality merchandise, and updated fashion forward direction. We worked together to decide the visual direction of the store.

Based on this collaborative brainstorming, I pulled inspiration directly from Pendleton archive materials dating back to its founding to create the iconic Pendleton neon sign, the interior Born in Oregon logo, and other in-store visuals. The exterior neon sign was designed so that each city’s name could be displayed in blinking neon, making it a destination for tourists; a feature which proved worth fighting for through committee approval. Point-of-sale material utilized classic historical Pendleton images next to modern vibrant Brand Ambassador photography showcasing the history of each curated collection reinterpreted for a current audience. I pitched creating a poster highlighting our blankets designed by Native Artists, something we do on hangtags but isn’t necessarily obvious to our customers without interaction with the on-product branding. The store reported increased sales of these blankets leading to a roll-out of our featured artists poster in additional stores.

For the Grand Opening I created invites and materials tying back to these in-store designs in addition to materials celebrating all of the Oregon Makers hired to create various displays and fixtures in the store. This launch tied nicely into the launch of our “Here in Portland” Portlandia blanket (illustration, concept, and design also by me) which we unveiled at the ribbon cutting ceremony. 

CONCEPT Kathy Monaghan, Rachael Dominguez, Andrea Capp
VISUAL MERCHANDISING MANAGER Rachael Dominguez
DESIGN DIRECTION Andrea Capp
DESIGN Andrea Capp
NEON SIGN MANUFACTURER Ramsay Signs
NEON SIGN PHOTOGRAPHY & VIDEO  Leland George
STORE PHOTOGRAPHY  Hermon Joiner
COMPANY Pendleton Woolen Mills

Pendleton Woolen Mills has a library of stunning photography from our brand ambassadors. While we are honored to share these images on our social channels, we wanted something tangible in which to showcase these amazing photographers. The solution was a print an interactive lifestyle magazine. We launched WOVEN at the Outdoor Retailer 2017 Winter Market where it was sought-after by attendees. WOVEN is now on it’s fifth issue with increased demand from our sales representatives who use it to find more DTC buyers. We are also seeing a new demand from our retail stores who use it as a sales tool as well as an item they can give to customers. Each subsequent issue has focused on new themes from Wool 101 to the 70 year history of Pendleton women’s fashion and the figures who paved the way and inspired us through the decades.

CREATIVE DIRECTION Kathy Monaghan & Andrea Capp
DESIGN DIRECTION Andrea Capp
BRAND AMBASSADOR PROGRAM COORDINATOR & ART DIRECTOR  Brittany Kay de Tarr
DESIGN Andrea Capp & Brittany Kay de Tarr
WRITER Karen Berry
COMPANY Pendleton Woolen Mills