Idaho Women’s Wool Launch
How can we make hunting an industry for women?
The hunting industry has long overlooked women, offering little beyond downsized men's gear. First Lite set out to change that—designing purpose-built apparel that fits, performs, and reflects the badass women who live for the hunt.
We captured field and lifestyle imagery to support the launch—documenting design, in-wilderness testing, and fit through brand-driven storytelling.
Client: First Lite (Technical Hunting Apparel)
Brand Challenge: Expand the hunting industry to be a place for women.
Our Role: Creative Strategy, Photography
Collaborated With: SVP of Digital Product & E-Commerce, Brand Producer, Brand Ambassador
Creative Brief
COMPANY OVERVIEW:
First Lite designs technical hunting apparel built for performance in any environment—from Midwest deer stands to Arctic expeditions. The brand understands that the passion of its customers and employees depends on the conservation of wildlife and the protection of wild places and is deeply committed to supporting those who work to preserve our sporting heritage and the natural world.
PROJECT OVERVIEW:
The Women’s Wool Re-Launch redefines how women experience hunting apparel. In an industry long shaped by male standards, First Lite rebuilt its women’s line from the ground up— introducing a modern fit without compromising performance.
This campaign tells that story, spotlighting the design process, rigorous field testing, and those integral to the process.
PROJECT GOALS:
Challenge the perception of hunting as a male-only pursuit.
Build brand loyalty and increase engagement among women hunters—and those who buy for them.
DELIVERABLES:
On-brand field imagery.
TARGET AUDIENCE:
Female hunters and those purchasing gear for the women hunters in their lives.
BRAND POSITIONING:
Modernize the hunting industry and position First Lite as a leader in elevating women’s hunting apparel.
COMPETETORS:
KUIU, Sitka, Mossy Oak
Style guide
Grit | proven | connected
Imagery Guidelines:
Capture the full hunting experience—not just the end result. Focus on authentic emotion: the intensity, the joy, the camaraderie. Showcase First Lite products in real use, reflecting the culture and values of the hunting community.
Brand Identity:
Imagery is key to First Lite’s honest, field-driven brand. Photos should feel raw but professional—elegant without being over-edited. They must honor the hunt, the land, and the people, reinforcing the brand’s commitment to conservation.
See How our imagery was used for the women’s wool launch.
