Sundance Catalog
Rooted in Heritage. Built for Now.
Brand Strategy, Rebrand, Art Direction, Web Design, Catalog Design, Social & Email, Brand Guidelines
ROLE: Creative Director, Lead Designer
OUTCOME: A modernized brand connecting Sundance’s free-spirited legacy with a younger customer
Agency: Kindred Creative Group
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Founded by Robert Redford, Sundance Catalog had long been defined by its artistic roots and independent spirit. As the brand looked to engage a younger audience and regain relevance in an increasingly competitive apparel landscape, the challenge was to evolve its identity without losing the authenticity and values that made it distinctive.
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A comprehensive rebrand was developed under the campaign platform Made to Wander. The identity was modernized through refined typography, a confident, contemporary photographic style, and messaging that embraced a feminine, independent spirit. This system extended across digital, print and retail, creating a contemporary expression true to the brand’s origins.
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The rebrand repositioned Sundance Catalog for a new generation, strengthening relevance while maintaining its core identity. By aligning strategy, storytelling, and design into a unified system, the brand reasserted its place within the modern apparel landscape—balancing heritage with forward momentum.
A modernized brand expression carried legacy forward, creating a clear vision for the brand’s next chapter.
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