G.H. BASS & CO.
art direction | design | still photography
G.H. Bass & Co. is a brand with a long history and strong heritage but for years it had been relegated to outlet shops, diminishing its authenticity. When the brand was acquired it was our primary goal to elevate its status re-establish the brand as a trusted name of quality footwear. We dug through the full archive of the brand, from original catalogs of the early 1900s to prototypes from the factory in Wilton, Maine. There are many facets to G.H. Bass. & Co. and the product line ranges from handmade penny loafers to rugged duck boots. To reintroduce the brand we dialed each facet down to its essence and gave it its own identity. So each could stand confidently on its own and together under the umbrella of G.H. Bass & Co.
G.H. BASS & CO. BRAND MANUAL
Branding guidelines for G.H. Bass outlining the outline the many divisions and tiers within the G.H. Bass brand. When G.H. Bass was acquired their branding was unfocused inconsistent. We took G.H. Bass and divided it into 5 categories living under the Bass umbrella. These logos pull from the historical archives of G.H. Bass dating back to 1876. Along with new distinct families further guidelines were put into place insuring design both in-house and through licensing partners remained on brand with the new vision of G.H. Bass.
G.H. BASS & CO. WEBSITE
Design for the relaunch of GHBass.com. The new site was tasked with elevating the G.H. Bass brand by separating the outlet product and focusing the main site on higher end, made in America products as well as telling the G.H. Bass story and rich heritage.
This spring launch was a bold refresh for Weejuns and it re-introduction to the public. Expanding upon their classic loafers into fresh new designs. The campaign for this seasons put those new designs and bold elements forward using solid colors and colorful urban backdrops establishing a more refined identity from other G.H. Bass product lines.
G.H. BASS & CO. CATALOG
This catalog would serve as the first full picture of what G.H. Bass would look like as it began to reinvent itself and reclaim it's historic "Made In Maine" heritage. It was the brands first direct to consumer catalog in over 30 years.
Emails supporting the release of the catalog.
Logo design for the Bass Propel line of shoes and apparel. Emphasizing the 3 core properites of Propel: Absorb, Stabalize and Propel.
Through many of the projects for G.H. Bass, both what's shown above and beyond, I had task of capturing photography for a range of the products to support seasonal releases, social media, catalogs and more.