OVERVIEW

Bass Pro Shops CLUB is a national retail program focused on driving customer engagement and loyalty through the CLUB card. As part of the internal design team, I contributed to a wide range of print and promotional materials supporting in-store initiatives and campaigns.

This work required maintaining strict brand consistency while producing high volumes of materials on tight timelines. Projects ranged from large-format signage to detailed print collateral, all designed to function effectively in a fast-paced retail environment.

  • Graphic Designer

  • Print design, campaign support, production-ready file setup, layout systems

    • High-volume production design

    • Large-format print layout

    • Brand consistency across campaigns

    • Typography and hierarchy for retail environments

    • File preparation for print and vendor production

    • Working within established brand guidelines

Workflow & Systems Thinking

Working within a national retail brand required a highly structured and efficient design approach. Rather than building each piece from scratch, I developed layouts and systems that could be adapted across multiple campaigns while still aligning with established brand guidelines. This allowed for consistency across all materials while also supporting the fast-paced nature of retail promotions. Each design decision needed to balance creativity with clarity, ensuring that the final pieces were not only visually engaging but also easy to update, replicate, and scale across different store formats and marketing initiatives.

Production & File Preparation

A critical part of my role was preparing files for real-world production, where precision and attention to detail directly impact the final outcome. I built all layouts with proper bleed, trim, and resolution settings, ensuring they met vendor and printing specifications. Because many of these materials were produced at large scale, consistency across files was essential. I regularly collaborated with internal teams and print vendors to ensure accuracy, troubleshoot issues, and maintain quality across all deliverables. This hands-on production experience reinforced the importance of designing with the end output in mind from the very beginning.

Designing for Retail Environments

Designing for a retail environment requires a different level of consideration than digital or small-scale print work. Each piece needed to communicate quickly and effectively, often from a distance or within a busy visual space. I focused heavily on hierarchy, contrast, and readability to ensure that key messaging—such as promotions, pricing, and calls to action—was immediately clear to customers. Placement within the store environment also influenced design decisions, as signage needed to work within existing fixtures and layouts. The goal was always to create designs that were not only visually cohesive but also highly functional in real-world conditions.

High-Volume Production & Adaptability

This work involved producing a large volume of assets on tight timelines, often requiring quick turnarounds and frequent updates. To manage this, I built flexible design systems that allowed for efficient adjustments without compromising quality. Whether updating promotional dates, swapping product imagery, or resizing for different formats, each file was structured to support adaptability. This approach ensured that designs remained consistent while meeting the evolving needs of ongoing campaigns and seasonal promotions.

  • In-store Signage

    Large-format promotional signage designed to capture attention and communicate quickly within a retail environment. Each piece prioritizes strong hierarchy, bold typography, and high contrast to ensure key messaging is easily understood from a distance while maintaining brand consistency across store locations.

  • Gear Guide Flyers

    Multi-page flyers created to highlight featured products and seasonal promotions through structured layouts and clear visual flow. These designs focus on readability, organized content, and consistent formatting to guide customers through a large amount of information in an engaging and accessible way.

  • Promotional Mailers

    Direct mail pieces developed to connect with customers outside of the retail space, combining compelling visuals with clear and concise messaging. Layouts were designed with careful consideration for pacing, folding, and sequencing to create a cohesive and engaging experience from start to finish.

  • CLUBOPOLY Game Board & Components

    An interactive print piece designed to engage employees and support internal initiatives through a structured, game-based system. The board and supporting components required thoughtful layout design, clear progression, and cohesive branding to ensure usability while maintaining visual impact.