(07) Project

STIWEG

Brand identity, product design and art direction

Brand: STIWEG
Year: 2026
Disciplines: Brand identity; Art direction
The work: Naming and logo; Product design; Photo shoot; Campaign; Magazine

STIWEG is a technical outdoor clothing brand born in Tromsø, above the Arctic Circle. I built it from scratch: the name, the logo, the garments, the photo shoot, the campaign and the magazine.

(01)

A name between Norwegian and German

The work started with the name: sti means path in Norwegian, weg means way in German. Then came the logo and the colours.

The logo is a wordmark with no symbol, and the typography does all the work. The palette keeps to olive and army greens, plus black and white.

(02)

Three garments, not one detail too many

I designed the three pieces in the STI-01 collection on the same principle as the brand: no decoration, no visible hardware, heat-sealed seams.

01STI-01 ShellThe waterproof jacket in LYSFILM®, a three-layer membrane in recycled TPU developed with Dynatex Lab.
02STI-02 PantThe trousers, cut along the same lines as the jacket.
03TR01The trail shoe.

The hang tags carry the brand on the front and the LYSFILM® specs on the back. I also designed the e-commerce site: a full-screen photo on the home page and a single line of text.

Overview of the STI-01 collection on a white background, front and back: STI-01 Shell jacket, STI-02 Pant trousers and TR01 trail shoe

(03)

The tundra and the studio

I directed the shoot on two sets. On the Norwegian tundra, among rock, lichen and fog, you see the garment in motion, with mud on the soles and wind on the membrane. In the studio, against a neutral backdrop, it becomes an object: you can read every seam.

Outdoors you see how it performs; in the studio, how it’s made. Those photos became the basis of all the brand’s communication, from the Instagram profile to the product pages.

Model running on the rocky tundra under a low sky, in olive green STIWEG jacket and trousers: art direction of the shoot

Close-up of the STI-02 Pant trousers in motion on the tundra, with the side pocket and the mud: STIWEG campaign shoot

Three-quarter view of the model in the STI-01 Shell jacket with the hood up, among the fog and rocks of the tundra: STIWEG campaign shoot

Close-up of the olive green TR01 trail shoe resting on a lichen-covered rock: STIWEG campaign shoot on the tundra

Close-up of the STI-01 Shell jacket on the run, with the chest pocket and the semi-transparent membrane: STIWEG campaign shoot

Front portrait of the model with the STI-01 Shell hood up, in the tundra fog: art direction of the STIWEG shoot

Model in the studio against a neutral backdrop in STIWEG jacket, trousers and shoes, full-length front view: shoot for the product pages

Studio close-up of the shoulder and hood of the STI-01 Shell, with the semi-transparent LYSFILM membrane: STIWEG product shoot

Model walking in the studio with the STI-01 Shell jacket open over a light top, against a neutral backdrop: shoot for the product pages

Model from behind in the studio, showing the back of the STI-01 Shell jacket against a neutral backdrop: STIWEG product page shoot

Hands lacing up the olive green TR01 trail shoe, studio close-up against a neutral backdrop: STIWEG product page shoot

The model’s torso in the studio, with the STI-01 Shell jacket open over a light top and a hand in the pocket: STIWEG product shoot

(04)

The garments, photographed afterwards

Alongside the campaign I came up with a separate series, with the garments photographed after use: it’s called IT PERFORMED. You see them as they come back from a day out on the tundra, with the mud and rain still on them.

Close-up shots, harsh light, no cosmetic retouching: dried mud on the soles of the TR01, droplets on the membrane, the knees of the trousers scuffed by rock. That’s why the strapline is in the past tense.

IT PERFORMED. campaign billboard showing the TR01 shoe in the mud, on a glass-fronted building in a rainy street: billboard mockup

(05)

STIKART, the magazine

STIKART is STIWEG’s print magazine, and it doesn’t sell anything. I handled its concept and art direction.

The first issue is about permanence: people who live and work in the Arctic, with the climate as an everyday condition. Inside there’s a portrait of Aslak, 74, a wool weaver in the Troms region, alongside a feature on the Norwegian textile supply chain. It’s printed on matt paper, with plenty of white space on the page and no discount codes.