Design a standee that will go on 3rd party dealer sales floors: This includes a new packaging design for the hangtags and leashes, as well as designing the header cards on the standee itself. 

Unpredictable salesfloors: As the design is being used by 3rd-party dealers, it needs to stand out visually from whatever merchandise is on their floors. Just as importantly, it needs to clearly communicate that these are Orvis products.

‍A need to reasonably break brand guidelines: Existing brand guidelines for Orvis hang tags are a folding green card with only the vertical Orvis logo on the front, but I needed to break these guidelines to deliver important information to customers on the materials we were working with.

‍Size restraints: We usually display product feature copy on hang tags, but due to size restraints I had to be very selective in what I included on the tags.

To help differentiate the products in a dealer environment, and to visually support Orvis being an outdoor brand, I created an illustration of a dog hiking within the brand colors. I incorporated this into both the signage on the display and the tag itself. 

I decided to cut all the product copy down to just sizing information and the product name, so the tags stayed very clean. This was the most critical information.