Berghaus is a British outdoor brand with serious heritage — built on decades of performance clothing for mountain, trail and everyday adventure. With a strong product range and a loyal following, the opportunity was there to match that reputation with a digital presence that felt just as ambitious. This project explored what that could look like, with AI at the centre of the conversation.
Berghaus's Category Landing Pages had real potential to do more — to inspire as well as inform, and to reflect the drama and character of the brand's outdoor world. The brief was to explore a new creative direction for those pages, pushing the visual language forward and imagining a more content-led approach that could better connect with the kind of customer who buys a Gore-Tex jacket because they genuinely intend to use it.
This project leaned further into AI than any of the others — using AI-generated imagery and video not just as a placeholder or a shortcut, but as a genuine creative tool. The goal was to test how far AI-generated visuals could go in capturing the drama and scale of the outdoors, and whether they could hold their own alongside Berghaus's established brand aesthetic. The results pointed toward a future where AI becomes a meaningful part of the creative production process, opening up new possibilities for how brands like Berghaus tell their story online.
I conceived and executed the project independently — designing updated CLP concepts, generating and art-directing the AI imagery and video, and integrating everything within Berghaus's existing design system. As much a design exercise as a creative experiment, the work explored where AI-generated content can genuinely elevate a brand's digital presence and what that might mean for the future of campaign production.