Lookbook design concept for The Frye Company, Spring-Summer 2016 collection.
This proposal was created as part of Frye’s major re-branding in 2016, featuring a new 
visual design & typographic system, color palette, and campaign photography. The layout
was inspired by the rugged, all-American textural quality of the season’s product line.
The road-trip campaign imagery is shot in California featuring models
Justice Joslin and Caroline Brasch.
A set of postcards was also developed as a collateral extension to the lookbook.

Lookbook design concept for The Frye Company, Spring-Summer 2016 collection.
This proposal was created as part of Frye’s major re-branding in 2016, featuring a new 
visual design & typographic system, color palette, and campaign photography.
The layout was inspired by the rugged,
all-American textural quality of the season’s product line. The road-trip campaign imagery is shot in California featuring models
Justice Joslin and Caroline Brasch.
A set of postcards was also developed as
a collateral extension to the lookbook.