Who. A shopper scrolling a Walmart, Kohl's or BJ's product grid, and the same shopper holding the garment on a rack. Gerry has made outdoor apparel since 1946 and Soybu since 1998, and in both places the brand is not a store or a campaign — it is a photograph and a tag.
What. Two brands, one design function, and a presence that lives almost entirely inside other companies' product grids. When that is where a brand appears, consistency is the whole job. One garment shot warmer than the next, one model framed differently, one tag set differently, and an assortment stops reading as a line and starts reading as unrelated items from unrelated sellers.
How. Hang tags and garment labels first — the one piece of the brand a customer actually holds, and the piece that has to carry fibre content, sizing and care information without becoming a leaflet. Then on set, directing models and framing so the results would work as listing images rather than editorial. Then the retouching: working from the photographer's files, compositing garments onto model shots and holding colour, crop and finish to one standard so a whole assortment matched before it was submitted to each retailer. Alongside both, repeat pattern design for shorts.
Outcome. Tags, labels and product imagery for two apparel brands running across Walmart, Kohl's and BJ's, held to a single standard across the line.