LaCrosse Footwear has been making hunting and work boots since 1897. Big-Giant was asked to take on the rebrand in order to reflect a more modern point of view while continuing to build equity in the Native American head mark to connect to the historical roots of the company. The result was an evolution. Considering the previous version as a starting point, the mark was reworked into a more simplified, iconic presence while the typography and containing shape were used to reflect strength, heritage and authenticity.
Responsible for both concept and design as well as development of brand guidelines and application of materials including print, advertising and packaging.