Packable Performance
Outerwear for Life on the Go

Background

Mac in a Sac supply a range of lightweight and packable weather-ready jackets, over-trousers and ponchos to protect you outdoors.

Working in-house at Target Dry as Principal Designer, I have been instrumental in firming and structuring the brand identity, and repositioning and maturing the brand voice through an updated roll out through print design and digital advertising.

From large format exhibition stands, brochure and catalog design to evolving and developing digital advertising through digital ads and email, this new look has also considered the newly developed Venture Series range of products that elevate the Mac in a Sac brand and product offering to a new level and into the next stage of their journey.

Imagery Courtesy
of Mac in a Sac

Photography
www.jakebaggaley.com

Services
- Brand Positioning
- Brand Strategy
- Digital Roll Out
- Print Design
- Exhibition Design
- Motion Design
- Email Marketing (Klayvio)

Client
Mac in a Sac

Year
2023-2024

Website
www.macinasac.com

A woman and a man with gray beanies sitting outdoors against a stone wall, holding black mugs and having a conversation on a cloudy day.
Two hikers walking on a grassy trail in a mountainous landscape with rocky terrain and overcast sky.
A man with a beard and short brown hair walking outdoors at sunset while wearing a black jacket and carrying a black shoulder bag.
Man in gray beanie and black jacket walking with hiking poles on a trail in a mountainous and forested landscape with cloudy sky.
A man in a blue jacket and gray beanie hiking on a trail with grass and shrubs in a hilly landscape.
Man in olive green puffer jacket and black beanie adjusting zipper on outdoor trail in forested area with backlighting
Man hiking outdoors in snow, wearing a red jacket, black pants, sunglasses, a black beanie, and a light gray backpack.
Man cross-country skiing in a snowy, mountainous forested area, wearing a red jacket, black pants, sunglasses, and a beanie.
Man in sunglasses, gray beanie, and red puffer jacket in snowy outdoor setting with rocks and trees.
A woman hiking outdoors in a mountainous area with snow-capped peaks, green trees, and clouds in the sky.
Person holding a red dry bag with mountains and flowers in the background.
A woman wearing a pink camo jacket and gray beanie outdoors in a mountainous area.
A woman sitting on a rock near a yellow tent in a grassy outdoor area, holding a mug and smiling, with camping gear including a gas canister, a tumbler, and a black insulated bottle around her, and dry grass and hills in the background.
A woman hiking on a rocky mountain trail, holding trekking poles, wearing hiking gear, with a cloudy sky in the background and a trail marker pointing to her right.
A woman smiling outdoors in front of snow-capped mountains and greenery, wearing a white puffy vest and long-sleeve top.

UK and Europe
Catalog Refresh

Two hikers with backpacks walking down a mountain trail with rocky terrain, overlooking a valley with fields and scattered buildings under a cloudy sky.

— PRINT AND EDITORIAL DESIGN

A redesign and refresh of the Mac in a Sac UK and European catalog for 2025, introducing an expanded range of packable waterproof and insulated outerwear designed for life on the go.

The updated collection features enhanced designs and performance specifications, catering to everyday adventurers seeking reliable, stylish, and convenient weather protection.

Open magazine showing a woman hiking in mountain scenery on the left page and a selection of men's and women's insulated jackets in various colors on the right page.
A man in outdoor gear, including a gray beanie, black jacket, and hiking backpack, standing on a rocky hillside with sparse grass and rocks in the background.
Young woman in outdoor clothing walking along a rural dirt path with stone walls, hills, and cloudy sky in the background.
An Instagram post promoting a Black Friday sale with 20% off sitewide, shown on a smartphone screen. The post has a background image of a forest with mist and trees, with the text "BLACK FRIDAY SALE" and "Get 20% Off Sitewide." Additional images surround the phone, including a promotional banner with a woman in outdoor clothing and mountains in the background, also advertising the Black Friday sale and discount.

— DIGITAL ADVERTISING AND SOCIAL AD CAMPAIGNS

Black Friday Sale

Collage of people in outdoor and urban settings, wearing jackets and winter clothing, advertising a Black Friday sale with discounts and promotional messages.

—DIGITAL ADVERTISING AND EMAIL MARKETING

Email Marketing

Email marketing is crucial for eCommerce businesses, playing a foundational role in driving revenue, building customer loyalty, and enhancing brand awareness.
From welcome series and abandoned cart reminders to post-purchase follow-ups, email marketing covers every stage of the customer journey, enhancing the overall shopping experience.

I have not only redesigned and added a new brand standard to the brand but have helped deliver one of the highest returns on investment (ROI) across digital marketing channels.

We have designed campaigns that are highly targeted and personalized based on customer behavior, purchase history, demographics, and interests, leading to more relevant content, higher engagement rates, and improved conversion.

ADD EMAIL SHOWCASE VIDEO

The image shows a group of people standing together outdoors at night, with some holding drinks and smiling.
A person dressed in yellow outdoor gear standing in a snowy landscape, holding an informational sign.

With this new enhanced storytelling and imagery, the amazon channel as now since benefitted from improved SEO and improved organic rankings through improved relevancy and keyword optimization.

MIAS Brand Storytelling: A++ Content provides a platform to showcase the brand’s identity, mission, and unique selling points more effectively.

Reduced Return Rates: Providing thorough product information has also minimized misunderstandings and helps customers make informed decisions.

Competitive Advantage: Stand out against generic listings by showcasing premium, and immersive content.

—USER GENERATED CONTENT COMPETITION

Harnessing the Power of UGC!

These socials were used as paid and organic advertising for the marketing department to promote the competition:

Share your Mac in a Sac adventures with us and get featured! 📷 Tag us using #MyMacInASac for a chance to be showcased on our website and socials. Plus, enjoy exclusive discounts and giveaways when you participate. Your stories, our gear—let’s inspire the next adventure together! 🌧️🧥✨

ADD AMAZON LISTINGS ANIMATION

—A++ CONTENT FOR AMAZON FBA

Leveraging the Brand Story
for Increased Conversions

Creating A++ content also known as Amazon Premium A+ Content is essential for enhancing product listings, boosting conversion rates, and standing out in a competitive marketplace.

I revisioned the work of hong kong based marketing agency , applying the sound application of my brand system with rich visuals and detailed descriptions to provide a premium shopping experience, in aim to building customer confidence.

— Exhibition Design and Large Format

ISPO Munich 2024

Think Outdoor. Think Sustainable. Think Together

ISPO Outdoor is three days packed with inspiration, know-how, business and fun.
Full halls, lots of emotions, exciting brands and enthusiastic visitors are there and shape the future of the outdoor industry. Working across departments, I developed purpose-specific exhibition collateral for the busy exhibition stand, working to a high standard as this year as we would be in the same space as larger global outdoor brands.

Two men outdoors in a forested area, one running across snow and water, wearing an orange jacket, shorts, sunglasses, with sunlight behind him. The other standing, holding trekking poles, dressed in a green jacket and black beanie, with trees and rocks in the background. The image promotes outdoor wear, with text highlighting waterproof, breathable, and packable features.
Outdoor clothing and gear display at a trade show, featuring jackets, backpacks, and performance wear, with large promotional banners in the background.

National Outdoor Expo 2024

An indoor retail display for outdoor apparel, featuring mannequins dressed in jackets and casual clothing, colorful jackets on racks, and large promotional banners showing people hiking and running in outdoor settings.

Annually at the NEC Birmingham, The National Outdoor Expo is one of the biggest community meet-ups of the year, bringing together inspirational speakers, cutting-edge technologies and the best in gear.

This year we continued to represent MIAS with a similar design system for exhibition consistency, this time with a large backdrop and an additional storage cabin. The design showcases new product, technical features and a unified design ethos, where the product and its colourful palette takes centre stage.

A retail display booth for MAC IN AC's packable outdoor wear, featuring hanging puffer jackets in multiple colors and water bottles, with a large backdrop of a man in outdoor gear and several shoppers in the store.
Trade show booth for MAC IN A SAC outdoor clothing with large backdrop featuring hikers in nature, display of colorful outdoor jackets, a table with promotional materials, and a mannequin dressed in orange outdoor gear.
Black background with white text and logos for 'MAC in a Sac Venture Series' and a geometric 'V' logo.
A man running along a rocky lakeshore surrounded by a forest and mountains.
A man dressed in black running gear, including sunglasses and a cap, running outdoors in a snowy landscape.
A man in black outdoor clothing and sunglasses running in a snowy or mountainous landscape. The image is part of a promotional webpage for Venture Series outdoor apparel, highlighting upcoming releases for 2024 and 2025.

Photo Credits, © Jake Baggaley 2024 - jakebaggaley.com 

Targeted
Sales Collateral

Introducing the Venture Series from Mac in a Sac—engineered for the bold and the restless. This premium line of packable, waterproof jackets combines cutting-edge performance with sleek, minimalist design. Built for adventurers who demand reliability and style, the Venture Series offers exceptional breathability, waterproofing, and compact storage, making it the ultimate companion for urban explorers and outdoor enthusiasts alike.

I have designed tailored materials for sales, building a stronger brand identity and addressing specific pain points, with clear, purpose-built materials to convey the right information quickly, saving time for both the Target Dry sales team and potential clients, while reinforcing the brand's message and values, separating from competitors.

—VENTURE SERIES

Elevate Your Adventure

The Venture Series represents a new chapter in the Mac in a Sac journey, one that’s defined by high performance and tailored for the true adventurers among us. 

Mac in a Sac channelled its expertise in packable performance clothing to create a new collection that will be your companion for pushing boundaries, conquering challenges,
and exploring the untamed beauty of nature.

Each garment in this collection is meticulously crafted to withstand harsh conditions while offering the utmost comfort, flexibility and style. 

Take a minute to write an introduction that is short, sweet, and to the point.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

  • It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.

Portfolio

Two women are standing outdoors near a stone wall and a blue wooden door, smiling at the camera. Both women are wearing striped shirts and colorful jackets, with one in a coral jacket and the other in a green jacket.

Lighthouse Clothing

A diagram explaining the concept of time, with sections for past, present, and future, and text about instant times, lengths, and number of instants.

Tasker

A woman with curly hair in a warehouse is scanning a cardboard box with a handheld scanner.

Selazar