how can we build upon innovation and deepen our commitment to female hunters?
First Lite’s 2025 Women’s product line
Innovation, Iteration, Intention
The hunting industry is ill-catered for women. The clothing women are offered is often nothing more than a men’s small marketed to women. First Lite was on a mission, to make properly fitting purposefully designed hunting apparel for the bad-ass woman who loves the outdoors. My role was to capture field and lifestyle imagery for First Lite’s new women’s line. Telling the story of the design process, field testing, and redesigned fit.
Client: MEATEATER INC. MeatEater (Outdoor Media) & First Lite ( Technical Hunting Apparel )
Brand Challenge: Expand the hunting industry to be a place for women.
Role: Director, Creative Strategy, Photographer
Collaborated With: Brand Producer, Brand Athlete
Style guide
Authentic | Passionate | Real
Imagery Guidelines:
Showcasing the culture, traditions, and pursuits of hunters in the field. Capturing beautiful professional imagery of the whole trip, not just the final moments of a hunt. Imagery focused on capturing the emotion, seriousness, and silliness of the hunters and capturing the product in use. All culminating in a photographic catalog that holistically represents the community of sportsmen that First Lite serves.
Brand Identity:
Imagery serves as an integral part of defining the First Lites Brand, showcasing their product in use on real hunts and in real scenarios is paramount to upholding the authentic honest brand values that build customer loyalty. The images are professional but raw. Elegant but not over-edited. Nor do they distract from or make light of the beautiful and sobering acts and passions of hunting.
Creative Brief
Company Overview:
MEATEATER is the leading media authority in hunting, fishing, conservation, and all things wild game. Their mission is to inspire, inform, and equip their community to live closer to nature. Built on a content-to-commerce business model, their boundary-pushing and education-first media fuels their commerce efforts (First Lite), featuring their product in the field.
First Lite is a leading designer and producer of technical hunting apparel. Creating simple and functional products built to work in every environment and condition imaginable; whether that be an early season midwest deer hunt or north of the Arctic circle. Fully understanding the passion of their customers and employees depends on the conservation of the world's wildlife resources and the protection of the wild places they inhabit. First Lite is dedicated to supporting the groups and people who work to preserve wild places and sporting heritage.
Project Overview:
Accompany MEATEATER athlete and professional hunter Jordan Budd on a multi-day elk hunt in Nebraska, capturing in-the-field product imagery for First Lites 2025 women’s line and lifestyle imagery for use in MEATEATER media. Continuing to build brand identity by showcasing the product in the environment for which it has been designed, on an actual hunt.
Project Goals:
Challenge the perception of the hunting industry as only a place for men. Build brand loyalty and generate sales among women hunters and those who buy for the women hunters in their lives.
Deliverables:
Filed imagery of our MEATEATER and First Lite athlete Jordan Budd on an elk hunt. All imagery captured and edited following brand guidelines.
Target Audience:
Female Hunters and Those with female Hunters in their lives.
Brand Positioning:
Modernize the hunting industry, positioning First Liite as an industry leader paving the way for women hunters.
Competitors: KUIU, Sitka, Mossy Oak
