CAT Workwear

Two campaigns for CAT Workwear Australia. A national footwear launch, and a 47-page winter range lookbook shot on the Liverpool Plains.

2026 ·

Campaign, Retail, Catalogue

01 CHALLENGE

Safety footwear sells on spec sheets, and spec sheets don't stop a thumb. Striver XL needed five SKUs across two constructions to land as one launch, in-store and online, before a single feature was read. The winter range had the opposite problem: seven product categories that fall apart into a list unless something holds them together.

02 APPROACH

One rule across both. Product never sits on seamless, it sits on the ground it was built for. Striver XL shot against yellow plant and red dirt, with type held back to a single outline lockup so scale does the work. Winter shot on location at Windy Station, 60,000 acres of working country on the Liverpool Plains, with a warm amber grade and one idea underneath: every trade runs on a crew, not a headcount.

03 RESULT

Striver XL shipped as a complete system: homepage hero and sub-banners, three EDM builds, top and mid-funnel paid social, and an in-store gift-with-purchase set of boot popper, plinths and strut card, packaged into a launch pack retail teams could activate without a phone call. The winter book ran to 47 pages across seven sections.

Services

Art direction, campaign design, retail and in-store, EDM, paid social, catalogue design.

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