DUER
My work at DUER touched every part of the brand's creative output. Working closely with founder Gary Lenett as the business evolved, I moved between establishing creative direction, leading the team and working through the details with photographers, stylists, writers and other creative partners.
One of the most rewarding parts was building and developing a diverse creative team, and working alongside people across the business who brought so much care, enthusiasm and their own perspective to the work. From copy and campaigns to digital, wholesale and retail, we worked cross-functionally to develop an authentic voice for the brand and evolve how it showed up in the world. It was a real pleasure to lead and create alongside such a dedicated group of people.
The projects below offer a look at that work, and how the same creative thinking took different forms across the business.
Interval
When Gary introduced the idea of a printed magazine for the brand, I was more than excited to run with it. A return to my print roots, Interval was an opportunity to create something with a life beyond the product itself: a lifestyle publication reflecting DUER's point of view, the people and ideas that inspire it, and the things we believe worth writing about.
For Fall/Winter 2026, we developed the publication from the ground up, shaping the editorial direction and conceptualizing each article with an excited spirit. Having the freedom to work across every aspect of the magazine, from its visual language and typography to the layout and pacing of each spread, was a welcome return to the kind of hands-on, print-led design that first shaped my practice. There’s something different about designing for a physical format, knowing the work will be held, read and returned to, rather than fleeting past on a screen.
We invited contributors whose perspectives align with DUER's philosophies and who had something interesting to add to the conversation. Our longtime stylist partner, Leila Bani, put her spin on crucial Fall looks. An Ontario flower farmer offered a poetic stance on noticing the ebb and flow of colors in nature. We were inspired by the POV of two local artisans and their approach to innovation and craft, and we spoke with stuntwoman Jen Clarke, who’s job is done a little easier in DUERs. And in an effort to scientifically prove that denim with stretch does indeed make life more effortless, we worked with the leaders in pressure measurement technology to capture the data.
EDITORIAL CONCEPT, DESIGN, CREATIVE DIRECTION
CONTRIBUTORS
Lead Copywriter - Joni McKervey
Art Direction, select shoots - Leon Lee
Photography - Juno Kim, Brian Ceci, Rendell Catbagan, Vishal Marapon, Patrick Menard, Toby Bannister, Miles Clark, myself
Original Artwork - Lincoln Agnew, myself
Individual contributors/Duer Team - Christian Jones, Toby Bannister, Meredyth Cole, Ruby Curtis, Tung Vo, Nadia Gillies, Elizabeth Davey
Over two years with DUER, I led the creative direction of the brand’s seasonal and campaign photography. The goal was to bring the imagery up to the level of the product. DUER makes performance clothing for people who are always on the move, and the photos needed to show that.