how can we make hunting an industry for women?
First Lite’s Women’s Launch
Innovation, Iteration, Intention
The hunting industry is ill-catered for women. The clothing women are offered is often nothing more than a men’s small marketed to women. First Lite was on a mission, to make properly fitting purposefully designed hunting apparel for the bad-ass woman who loves the outdoors. My role was to capture field and lifestyle imagery for First Lite’s new women’s line. Telling the story of the design process, field testing, and redesigned fit.
Client: First Lite ( Technical Hunting Apparel )
Brand Challenge: Expand the hunting industry to be a place for women.
Role: Creative Strategy, Photographer
Collaborated With: SVP of Digital Product & E-Commerce, Brand Producer, Brand Ambassador
Creative Brief
Company Overview:
First Lite is a leading designer and producer of technical hunting apparel. Creating simple and functional products built to work in every environment and condition imaginable; whether that be an early season midwest deer hunt or north of the Arctic circle. Fully understanding the passion of their customers and employees depends on the conservation of the world's wildlife resources and the protection of the wild places they inhabit. First Lite is dedicated to supporting the groups and people who work to preserve wild places and sporting heritage.
Project Overview:
The Women's Wool Re-launch aims to redefine how our community of female hunters perceive and feel in hunting apparel. As an industry dominated by male influence hunting specific women’s clothing options are often mens-cuts marketed for women. How can hunting be an industry inclusive to women if their only clothing option is baggy men’s camo? First Lite has overhauled their entire women's line, with a modernized fit maintaining the industry-leading standard of quality for the most demanding hunts. Our project is to create a full marketing campaign telling the story of the design process, field testing, and the incredible efforts and collaboration of our Head of Product Development Miss.Pat, and our female brand ambassadors.
Project Goals:
Challenge the perception of the hunting industry as only a place for men. Build brand loyalty and generate sales among women hunters and those who buy for the women hunters in their lives.
Deliverables:
Filed imagery of our First Lite ambassador Lydia Smith in the new women's line at the shooting range. All imagery captured and edited following brand guidelines.
Target Audience:
Female Hunters and Those with female Hunters in their lives. Launch for Mother’s Day.
Brand Positioning:
Modernize the hunting industry, positioning First Liite as an industry leader paving the way for women hunters.
Competitors: KUIU, Sitka, Mossy Oak
Style guide
Authentic | Passionate | Real
Imagery Guidelines:
Showcasing the culture, traditions, and pursuits of hunters in the field. Capturing beautiful professional imagery of the whole trip, not just the final moments of a hunt. Imagery focused on capturing the emotion, seriousness, and silliness of the hunters and capturing the product in use. All culminating in a photographic catalog that holistically represents the community of sportsmen that First Lite serves.
Brand Identity:
Imagery serves as an integral part of defining the First Lites Brand, showcasing their product in use on real hunts and in real scenarios is paramount to upholding the authentic honest brand values that build customer loyalty. The images are professional but raw. Elegant but not over-edited. Nor do they distract from or make light of the beautiful and sobering acts and passions of hunting.
AdvertiSing Mock-ups and launch STRATEGY
A speculative look at how I would utilize the imagery captured to support First Lites marketing efforts.
Large-format print displays strategically geographically placed along high-traffic areas and high concentrations of our key demographics. Generating strong community presence and engagement.
Product catalogs are sent via mail to consumers, along with product orders, and placed in key retail locations. Drives customer awareness and gains physical real estate in our customer’s homes.
Digital
Utilizing Social Media and Email Marketing directly and cheaply educates customers on new product campaigns. Community posts generate engagement and interaction with the brand, fostering customer loyalty.
GuERrilla
Placing advertisements in key locations: airports, retail, and sponsored events (archery, shooting competitions) at key times: Mother’s Day, and Pre-hunting season; allows for community engagement at the most beneficial times.
See How my imagery was used for the women’s wool retail launch.
*Still Imagery featured in brand video.
