THE CALL OF FALL was Sierra’s Fall 2025 campaign across web, email, store, and paid media. It was the second evolution of the brand’s visual identity, and I guided how the system grew in color, typography, photography, and overall tone. I shaped the way the identity matured so it felt more grounded, more inviting, and more Sierra. I built a look and feel that captured cozy flannel, breezy leaves, and that first mosquito free bonfire. The campaign paired warm textures with product forward imagery to inspire customers to elevate their fall adventures with the brands they love.