Maverick Collection (2015–2022)
Made to take you anywhere – The Maverick Collection is a collection of responsibly made backpacks that facilitate the transition from work to adventure while capturing a contemporary heritage aesthetic that holds its own in both urban and outdoor environments.
Creative Strategy | Creative Direction | Art Direction | Tone of voice | Communications Strategy | Content Creation
All images / Films © Millican 2015–2022
The ambition was to use this collection to put Millican on the map, to define the brand and grow the business.
I brought the collection to life through a visual direction that would speak to a new kind of outdoor user who wanted features that support their work life and adventure life. The approach was to bring together filmmakers, photographers, adventurers, creatives and artists who represented the new outdoor movement. We built the Maverick Collection’s identity to feel culturally relevant in the new outdoor space and pioneering as product category leader.
Over the following 7 years I also oversaw product development and expansion of the collection from a brand directional view point and a consumer needs lens.
Photographers: James Bowden, Jim Marsden
Film Makers: Sim Warren