The Carhartt seasonal lookbook is a site for journalists to access content for that season’s new releases. It had always been very basic; only a gallery of square images with a small amount of copy for writers to copy and paste.

We decided to completely overhaul the site to make it both sexy and useful. We created a “media toolbox” that allowed visitors to create their own, personalized and downloadable media kit by adding images and copy from the entire site.

We also provided GIFs, social copy, and quotes from Carhartt employees and leadership so journalists could create their stories without ever picking up a phone.