Eddie Bauer | Brand Blog

An editorial experience built from the ground up

A major milestone in Eddie Bauer's content marketing strategy was the development of an editorial-focused brand blog, named Eddie Bauer Stories. Developed in WordPress, this blog was a solution to a long-standing obstacle of serving up world-class content from the brand's guide and athlete team, partners, and other brand initiatives. The experience is custom-designed with internal team flexibility and site longevity in mind while keeping visual storytelling a hero element for enticing user sessions that can lead down rabbit holes of entertaining and educational content. Videos, articles, photo essays, gear reviews, recipes, and more; this blog experience was catered to the adventurer at heart.


Concept model. The front side of the container lowers to become a stage.

The blog creates a brand ecosystem, allowing visitors to browse at their leisure for content when already visiting the site, or as a point of entry for the site from search engines. Once viewing an article, an emphasis is placed allowing the vistor to continue to additional content, spending more time growing equity with the brand. They will never deadend on a page.

With curated social media experiences, contributing authors, engaging videos, and more, the blog is a content hub that drives traffic for the brand.




MY CONTRIBUTION: Project Lead, Design, Art Director, Strategy
DESIGN: Brandon Waterman

Kevin Knutson



Seattle, WA