This is not your typical brand book. The Natural American Spirit (NAS) Brand Book is more of a manifesto. The book covers everything from the company's history to their visual standards. This particular project was quite the undertaking from concept, design, a year-long photo shoot, and finalizing the perfect details. Like all NAS projects, the materials used in the book were just as important as the book itself. Reclaimed wood, screws & hardware were used in all 40 of the books in the first printing.
Visitors to the Natural American Spirit Retreat at South by Southwest (SXSW) 2014 were given the opportunity to give back to the local Austin community by inking a green thumbprint on a map of Texas. For every thumbprint a tree was donated in each visitor's name. After making their mark on the map, a counter kept a running total of trees being donated. There was also a large outdoor seating area and a organic tomato planting station. After the festival all of the tomato plants were donated to a local organic gardening club, who would later donate the fruit to a local soup kitchen.
Over the past 5 years I have had the opportunity to create dozens of direct mail pieces. Here are just a few examples of some of the pieces I've done.
My team spearheaded the Camel Snus limited edition tins for the "Journey" campaign. Limited edition Camel cigarette packs highlighted featured cities from around the USA, with city-specific graphics.