Art Direction & Digital Campaigns

projects

To capture the spirit of the Yellowstone Shop, our creative direction was rooted in the brand’s core themes: connection to the land, family legacy, and the authentic American Western world—qualities that define the show’s narrative and characters. This vision shaped every touchpoint of the shop, from visual design and product photography to tone of voice and user experience. By blending the show’s bold, rugged ethos with a refined, natural tone, we built a brand presence that both inspired and welcomed fans into the Yellowstone universe.

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Visually, we embraced the show’s iconic American Western imagery—expansive landscapes, earthy textures, and the enduring legacy of the Dutton Ranch. I led the development of the shop’s asset library, creating templates, layouts, color palettes, product photography, and carefully styled rugged imagery. We focused on lifestyle photography to integrate products into scenes reminiscent of the show’s setting, while thematic props and natural lighting reinforced the connection to Yellowstone’s world. Additionally, our copywriting and brand messaging balanced the show’s integrity with a tone that felt familiar and inviting, extending its emotional resonance into the shopping experience.

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The project not only brought narrative cohesion to the online shop but also delivered significant results—driving a 900% increase in profit compared to the original projection.

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Rugged gear for untamed spirits.

Prep & Tracing

Before painting, the team cleaned and primed the 432 sq. ft. wall, and applied over 12 gallons of primer. Using a projector, we traced the mural’s design onto the surface, marking key elements for accurate proportions to scale.

FILLING THE SHAPES WITH COLOR

With the foundation in place, the team worked collaboratively to block in the main colors.

Homepage Design

The store’s interface was built to be bold and dynamic, using thematic design elements like interactive menus and character animations to engage users. The navigation was structured for ease of use, with collections and categories clearly laid out for fans to quickly find their favorite items.

Inter-changeable Design

Scaleable: A flexible design system that accommodates frequent updates without compromising user experience—modular layouts with customizable content blocks for promotions, collections, and featured items.

Homepage & Banners

The homepage functioned as a hub for discovery, featuring rotating banners for new collections, seasonal promotions, and show-specific highlights. It combined bold visuals with a clean layout to prioritize ease of navigation and content visibility.

Menus & Browsing

The site was designed for an intuitive browsing experience, with streamlined navigation and visually engaging layouts. The design integrated rich media elements, such as dynamic banners and interactive menus, to evoke the cinematic experience associated with HBO.

Homepage

The homepage serves as the heart of the Yellowstone store, featuring a bold hero banner with iconic imagery, dynamic call-to-action buttons, and sections that guide visitors to bestsellers, new arrivals, and fan-favorites.

*A Case Study Note

While the client ultimately selected a traditional approach for the official site, I developed a modern iteration that introduced innovative design elements to elevate the shopping experience. This concept blended brand storytelling with user-centric functionality, offering a fresh perspective on how fans could engage with the show’s merchandise.

PDP & Collection Pages

Simplified path to purchase with intuitive features and navigation.

Quick Previews: Enabled users to view product details without leaving the current page.

Scaleable: A flexible design system that accommodates frequent updates without compromising user experience—modular layouts with customizable content blocks for promotions, collections, and featured items.

Brand Themes & Functionality

Our team focused on lifestyle imagery that captured the unique identity of each brand, helping the storefronts feel less transactional and more emotionally resonant.

For the Jeep storefront, for example, we developed themed collections like Outdoors, Active, and Travel—groupings that not only reflected Jeep’s authentic identity but also helped customers envision the products in real-life settings.

We also prioritized images featuring multiple products in one shot, which served a dual purpose: showcasing the brand and enabling the creation of shoppable banners and cross-sell opportunities.

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A Note —

Merchandising: Our involvement extended to apparel and merchandise design, where we developed pieces that resonated with fans of the show. The designs seamlessly integrated Yellowstone’s iconic themes, such as the Dutton Ranch brand and the rugged Montana aesthetic, while adhering to current trends. The designs seamlessly integrated Yellowstone’s iconic themes, such as the Dutton Ranch brand and the rugged Montana aesthetic, while adhering to current trends.

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