100 Year Anniversary

A brand's 100th anniversary only happens once — and getting the creative right meant honoring everything Grundéns has stood for since 1926. I was tasked with taking the campaign's heritage and legacy direction and bringing it to life from concept through full execution, across every customer-facing channel.

The creative centered on a deep respect for Grundéns' century of craftsmanship — the fishermen, the water, the gear built to withstand both. Visually, the work leaned into the brand's storied history: rich, timeless aesthetics that felt worthy of the milestone without veering into nostalgia for its own sake. Every design decision was made with the weight of 100 years in mind.

From that foundation, I executed the campaign across site, email, and social — adapting the concept thoughtfully to each format while maintaining a unified creative thread throughout. The challenge of scaling a single, meaningful idea across a range of touchpoints required both creative consistency and technical range, ensuring the centennial felt just as significant in an email as it did on screen.