Paldon Retail Design Services brought me on as lead designer for Artilect, an emerging outdoor brand launching across the EMEA region. The brief was broad and creative: to develop a full SIS (shop-in-shop) system that could roll out across multiple markets while capturing a look and feel that was unmistakably Artilect.
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Artilect is a new brand from Boulder, Colorado, blending natural materials like merino wool with advanced spinning and manufacturing techniques to boost performance. Their first range focused on base layers for skiing, snowboarding, trail running, and climbing.

Across several design phases, we explored a number of directions. The final concept was rooted in the landscapes where the products are used; mountains, trails, and snowy terrain. It also brought in the work of illustrator Evan Hecox, who was collaborating with the brand. The result felt both natural and bold, with a strong identity.
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There were practical challenges as well. We needed to balance SKU counts and develop a system that could adapt to a variety of store types and sizes. Using Rhino and the Grasshopper plugin, we were able to prototype and refine a design that offered consistency and flexibility, while still delivering strong visual impact.

The finished system reflects Artilect’s focus on innovation and natural performance. It’s functional, adaptable, and firmly rooted in the world the brand was created for. This approach was then put into practice with the design and launch of Artilect’s first UK showroom.