Peter Millar

Branding, Art Direction, Surface Design

Peter Millar, a luxury menswear brand headquartered in Raleigh, NC, underwent a transformative journey during my six-year tenure. Joining as the inaugural designer, I played a pivotal role in shaping the brand's evolution, ultimately assuming the position of Art & Design Manager. Overseeing a team of designers and an in-studio photo department, I contributed to the brand's growth.

Tasked with refining Peter Millar's identity and positioning it above other golf brands, I spearheaded the expansion into lifestyle garments and a ladies' line. Addressing this design challenge, I crafted a cohesive brand vision that extended across garment labels, email campaigns, print and digital collateral, as well as surface design for seasonal garments. Additionally, I created seasonal linebook catalogs for each salesperson to distribute nationwide.

My responsibilities expanded to include Art Direction for the national seasonal mail catalog, encompassing the entire photoshoot process, from scouting unique locations to collaborating with talent agencies. I developed mood boards and shot lists for each catalog section, ensuring a fresh look and feel each season. On-set daily, I collaborated with the photographer, lighting team, and models, ensuring each shot aligned with the Peter Millar brand. After completing the shoot, I built each catalog from scratch, overseeing the final print production files, including color correction and edits on the line.

My tenure with Peter Millar concluded with a successful rebranding that positioned the brand competitively within its price range. I left the company with a template for a consistent brand aesthetic, fostering recognition and expectation among consumers.