Eddie Bauer
The Lowdown On Down
Editorial content page honoring Eddie Bauer’s most iconic innovation—the down jacket.
I designed this page to tell the story of Eddie Bauer’s invention of the first down jacket and its evolution over time. Built within the constraints of brXM, I selected all imagery, type styling, and content hierarchy, and used embedded iframes to incorporate dynamic content. Layout was developed in collaboration with my Creative Director to ensure visual storytelling aligned with brand tone and historical accuracy.
My Role
Designed full page layout and visual flow based on content goals
Selected and curated all photography and typography styles
Built the page in CMS using standard components and custom iframe embeds
Collaborated with Creative Director on layout refinement and content pacing
Balanced educational clarity with brand storytelling tone
Ensured alignment with the larger “Guide” content hub structure
Challenge:
The page needed to serve multiple purposes: a heritage storytelling moment, an evergreen educational resource, and a branded content anchor. The CMS offered limited styling flexibility, and some assets required embedding to avoid breaking layout rules.
Solution:
I designed a clean, vertical layout that allowed the story to unfold across scrollable sections—anchored in strong imagery, concise copy, and consistent type styling. Where necessary, I used iframe embeds to incorporate additional interactive or visual content without compromising design integrity. The final result maintained a balance of history, brand identity, and evergreen usability.
