Eddie Bauer
Icebox
Editorial-meets-campaign page inspired by Eddie Bauer's cold-weather testing legacy.
This project was initiated by senior leadership to tell the story of Eddie Bauer’s original “ice box”—a real cold-storage locker used to test gear in the 1950s before outfitting expeditions. I partnered closely with my Creative Director on layout and was the primary builder of the page, integrating custom-coded elements and brXM CMS components to bring the legacy to life online.
My Role
Primary page builder in brXM CMS
Developed custom parallax scroll and embedded video sections
Partnered with Creative Director to execute and refine layout strategy
Baked key text into graphics to preserve layout integrity within CMS limitations
Supported narrative pacing and responsive behavior across screen sizes
Collaborated with media Creative Director, who led campaign photography
Challenge:
The story needed to balance heritage and hype—bridging a historic product-testing method with a bold visual style. Layout flexibility was limited by the CMS, and most content was delivered via fixed graphics, which required creative workarounds for responsiveness and accessibility.
Solution:
I implemented code to enhance motion and depth, using parallax effects and a full-width video embed to anchor the story. Baked-in copy was used selectively to maintain design intent when HTML wasn’t possible. Close collaboration with creative leadership ensured the visuals honored both legacy and the modern Eddie Bauer tone.
