Not every brand challenge is a systems problem. For Sierra's product line, the goal wasn't consistency across SKUs — it was making each individual product line stand out on a shelf full of competitors.
Each line had its own distinct audience and its own story to tell — competitive shooters, hunters, self-defense consumers — and the design reflected that. I concepted multiple directions per line, narrowing to a final solution that gave every SKU a look and feel worthy of the shelf it was competing on. From there the work ran all the way through execution: product-specific dielines, multi-SKU design management, and print-ready production files delivered for each.
The goal was simple. Make Sierra impossible to walk past.
AGENCY: Voltage AD
ROLE: Art Direction, Graphic Design, Production Design
