Alder & Moss

A rugged, heritage-craft identity for a brand built to be repaired, not replaced.

SMALL-BATCH OUTDOOR GOODS

DELIVERABLES

Brand Identity | Web Design | Email Campaigns

tools

Illustrator | Photoshop | Klaviyo | Squarespace

category

Brand Identity & Marketing Design

PROJECT OVERVIEW

An identity built to be
repaired, not replaced.

Alder & Moss makes small-batch packs, apparel, and camp goods from recycled materials, each backed by a lifetime repair promise. The design system had to feel as durable and considered as the products: earthy, honest, and made to last. I built the full visual language and carried it across a responsive storefront and a run of email campaigns.

what i created

Brand direction, moodboard, and the style guide that anchors every touchpoint

Responsive web design for both desktop and mobile

Email campaign design and execution in Klaviyo: launches, storytelling, and lifecycle

A consistent visual system carried across every page and section

01

Brand Foundation

Visual direction, moodboard, and the style guide — palette, type, and graphic elements that keep every page and every campaign in the same voice.

MOODBOARD - DIRECTION & MOOD

MOODBOARD - DIRECTION & MOOD

STYLE GUIDE - COLOR, FONTS & ELEMENTS

STYLE GUIDE - COLOR, FONTS & ELEMENTS

01

Brand Foundation

A responsive website designed in the brand system: generous imagery, honest sourcing detail, and the repair promise threaded throughout. Scroll each mockup below.

alderandmoss.com
Alder & Moss homepage — desktop

Homepage — desktop · scroll to explore

Alder & Moss homepage — mobile

Homepage — mobile

alderandmoss.com
Alder & Moss homepage — desktop

Product Page — desktop · scroll to explore

Alder & Moss homepage — mobile

Product Page — mobile

02

Email Campaigns

Promotional, launch, and seasonal storytelling campaigns designed and executed in Klaviyo carrying the brand's calm, no-urgency voice from the inbox to the trailhead.

Alder & Moss Autumn Drop Email.jpg
Alder moss email 02 repair promise.jpg
Alder moss email 03 take back.jpg 
impact

A cohesive identity that reads the same on a hero image, a product spec table, and a Sunday-morning newsletter, built to make a small-batch brand feel established, trustworthy, and worth keeping.

One brand, every touchpoint.

tools used

ChatGPT

Klaviyo

Adobe Illustrator

Squarespace

Adobe Photoshop

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