The Fox Series was a part of a larger set of illustrations commissioned for prAna. Part of prAna's brand strategy during this time was to partner with artists, makers, and doers in order to introduce their work to a wider community. The goal was to create mindful moments by placing select pieces of art across various touch points with no alternative motive than just giving viewers a visual break from the overarching consumerism. This idea of "mindfulness" was very much in line with prAna's brand ethos.
Illustrations were rolled out across the website, email, direct mail catalogs, trade show booth graphics, office installations, and printed mailers.
Role: Concept, Art Direction
Illustration: Darren Booth
Awards: Communication Arts Illustration Annual x2, Society of Illustrators NY x2
