[{"data":1,"prerenderedAt":75},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-creative-spotlight-georgina-reed-equip":20,"i-material-symbols:person-outline":69,"i-material-symbols:calendar-month":71,"i-mdi:schedule":73},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":30,"seoDescription":31,"excerpt":32,"trimmedExcerpt":33,"content":34,"readingTime":35,"featuredImage":36,"postCategory":42,"relatedPosts":47},"post",45037,{"id":24,"name":25},"author-0301142015","Canto","2020-05-26T07:29:24","2025-12-18T12:06:01","Creative Spotlight: Communicating through design with Georgina Reed from Equip Outdoor Technologies","creative-spotlight-georgina-reed-equip","Interview with Georgina Reed at Equip Outdoor Technologies","Georgina Reed, graphic designer at Equip Outdoor Technologies, shares insights into her work and talks about what she’s learned in her 16 years at Equip.","Georgina Reed, a graphic designer at Equip Outdoor Technologies, strikes the perfect balance of love for the outdoors and creative design in her career. Join us for a chat about the cyclicity of design trends, importance of time outdoors and what she’s learned in her 16 years at Equip. About Equip Outdoor Technologies Equip Outdoor […]","Georgina Reed, a graphic designer at Equip Outdoor Technologies, strikes the perfect balance of love for the outdoors and creative...","\u003Cp class=\"wp-block-paragraph\">\u003Cstrong>Georgina Reed\u003C\u002Fstrong>, a \u003Cstrong>graphic designer\u003C\u002Fstrong> at \u003Ca href=\"\u002Fcustomers\u002Fequip-outdoor-technologies\u002F\">Equip Outdoor Technologies\u003C\u002Fa>, strikes the perfect balance of love for the outdoors and creative design in her career. Join us for a chat about the cyclicity of design trends, importance of time outdoors and what she’s learned in her 16 years at Equip.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">About Equip Outdoor Technologies\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"536\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191756\u002FCreative-Spotlight-Equip-Georgina-1024x536.png\" alt=\"Georgina Reed, a graphic designer at Equip Outdoor Technologies.\" class=\"wp-image-45040\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191756\u002FCreative-Spotlight-Equip-Georgina-1024x536.png 1024w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191756\u002FCreative-Spotlight-Equip-Georgina-450x236.png 450w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191756\u002FCreative-Spotlight-Equip-Georgina-768x402.png 768w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191756\u002FCreative-Spotlight-Equip-Georgina.png 1200w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Equip Outdoor Technologies is the powerhouse behind brands Rab and Lowe Alpine. Their technical equipment and everyday clothing are sold in outdoor retailers throughout the country. The company uses Canto to bolster relationships with retail partners. \u003Ca href=\"\u002Fcustomers\u002Fequip-outdoor-technologies\u002F\">Read their story here.\u003C\u002Fa>\u003Cbr \u002F>\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Hi Georgina! Can you tell me a bit about what you do at Equip Outdoor Technologies?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I’m a graphic designer and production artist. I primarily work each season on the packaging and brochures and look after the product photographs – the assets that are always required, that every product, from our smallest belt up to our biggest sleeping bag, will need.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">There’s so much that goes into preparing a product to sell! What were you doing before Equip and how did you end up working for the company?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Before Equip seems like a very long time ago! My first graphic design job after I left university was for a software company. I was part of the marketing department and designed everything from product brochures to magazine ads. After that I went to a multimedia agency and designed websites and interactive CD-ROMs. I missed designing items for print while I was there, but the knowledge and experience I gained in web and digital design certainly made up for it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">I was looking for something new and the ad appeared in the local newspaper for a graphic designer at Equip. I’d always been a keen walker and love spending time outdoors, so to be able to combine my chosen career with one of my other interests was my dream job.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">How did you get from where you started at Equip to the role you’re in now?\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"1476\" height=\"985\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191755\u002F3-1024x683.jpg\" alt=\"A man climbing a frozen mountainside.\" class=\"wp-image-45055\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191755\u002F3-1024x683.jpg 1024w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191755\u002F3-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191755\u002F3-768x513.jpg 768w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191755\u002F3.jpg 1476w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">When I joined Equip it was a much smaller company, I think there were about 25 of us and the marketing department was just me and a manager. With it just being the two of us it meant we created everything. The websites, ads, packaging and brochures were all designed by me. Now 16 years on, we’re a much bigger company with offices around the world. The marketing teams in the UK alone consist of 11 people and four of us are graphic designers. We can specialize in different areas and, important in a creative role, we can bounce ideas between us.\u003Cbr \u002F>Wow – 16 years! I’m sure in that time you’ve worked on many notable projects. Could you tell me about a few?\u003Cbr \u002F>When we first started making Merino Base Layers it was exciting because not only was it a new type of product for us but it gave us the opportunity to package things differently, not just with a swing ticket. We’ve had the base layers in the range for quite a few years now and as trends and consumer preferences have changed, we’ve changed the way we’ve packaged them. My favorite was when we packaged them within a semi-transparent wash bag with a card sleeve inside. I know a lot of people kept that wash bag for many years, so it really did do what we’d hoped, which was to avoid throwaway packaging.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Another notable project has been more recently when we celebrated 10 years of the Microlight Jacket. Having been with the company back in 2008 for the original product release, then being involved with the 10 year campaign, it’s been great to see the progression of the product and just how popular it is.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">What’s your favorite part about your job?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Seeing something I’ve created in its final place. It’s great to be in a shop that sells our products and see the swing tag doing its job. Back when I was at school, I remember our art teacher describing graphic design as communicating with people via the everyday items they see and she used a box of Corn Flakes as an example. I remember thinking how fantastic it must be to have designed that graphic on the box, something that thousands of people use everyday. Maybe the swing tags on our products aren’t seen by or recognized by as many people as a box of Kellogg’s Corn Flakes, but the pride in seeing your final design in use is the same.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">You studied graphic design in university – how have you seen graphic design change over the years?\u003C\u002Fh3>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"768\" height=\"1024\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191754\u002F5-768x1024.jpg\" alt=\"Two persons hiking a mountain pass.\" class=\"wp-image-45059\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191754\u002F5-768x1024.jpg 768w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191754\u002F5-338x450.jpg 338w, \u002Fcdn\u002Fen\u002F2020\u002F05\u002F19191754\u002F5.jpg 1107w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Things do seem to go in circles, you can have a few years where everything is using muted colours and mono logos and then a few years later it’s back to everything being bright. Fonts also go in and out of fashion. A serif font is often seen as old fashioned but used with the right elements can look very modern. When I was at university 25 years ago, although we were using computers (I’m not that old!), we still did a few things by hand and were taught about old fashioned typesetting with metal blocks. Everything I do now is done on a computer but it makes you wonder what the graphic design students in another 20 years time will be using.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">So in your transition from a graphic design role to taking on more of a production artist role, have you learned anything new about branding?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Keeping things simple and clean looking is so important. Not only on a personal level when you’re creating hundreds of swing tags, but from the consumer’s point of view too. Graphic designers often joke about clients who insist on the logo being made bigger or insist on filling any gaps so they don’t feel like they’re paying for wasted space, but it’s true, less is more!\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">The tagline for Rab is “The Mountain People” and for Lowe Alpine is “Move Your World”. Working at a company so focused on outdoor adventure, how do you like to spend time outdoors?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">I’ve always loved being outdoors and from a young age went walking with my family. I grew up in Derbyshire so I’m lucky that I’ve always lived in an area surrounded by beautiful countryside. I took up running about four years ago and try to go out for a run at least once a week. If I’m not out walking or running, then I’ll be gardening. Being outdoors is definitely how I spend a lot of my spare time.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Equip has a wide range of products, from technical climbing and hiking gear to everyday backpacks and packing cubes. What’s your favorite product from Rab or Lowe Alpine?\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Working for the company for as long as I have means I’ve accumulated a huge amount of our products so narrowing it down to just one favourite is quite tricky! For everyday outdoor wear in cold weather the ‘Rab Deep Cover Parka’ is definitely a favorite. For going out for a run in rainy Britain, the super lightweight ‘Rab Flashpoint Jacket’ is something I wouldn’t be without. A Lowe Alpine product I get a lot of use out of is the ‘Boot Bag’. It may just be a simple product for keeping muddy boots separate from other gear but it’s the sort of product you don’t know you need until you have one!\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Thanks, Georgina! Check out Equip’s quality outdoor brands – \u003Cstrong>\u003Ca href=\"https:\u002F\u002Frab.equipment\u002Feu\u002F\" target=\"_blank\" rel=\"noopener\">Rab\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Flowealpine.com\u002F\" target=\"_blank\" rel=\"noopener\">Lowe Alpine\u003C\u002Fa>.\u003C\u002Fstrong>\u003C\u002Fh3>",6,{"url":37,"url_md":38,"alt":39,"height":40,"width":41},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192326\u002F1.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F03\u002F19192326\u002F1-300x450.jpg","",1476,984,[43],{"id":44,"slug":44,"title":45,"path":46},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[48,55,62],{"featuredImage":49,"postId":50,"slug":51,"title":52,"description":53,"path":54},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19193317\u002Fcreative-assets-19-450x261.jpg",23428,"creative-assets","Creative assets: What they are and how to manage them for stronger campaigns","Creative assets are files that help companies build successful campaigns. Here are some unique ways they can be utilized.","\u002Fblog\u002Fcreative-assets\u002F",{"featuredImage":56,"postId":57,"slug":58,"title":59,"description":60,"path":61},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2017\u002F07\u002F19200932\u002Feyeem-97708895-450x300.jpg",9598,"eyeem-uses-ai-organize-keyword-find-best-photos","How EyeEm uses AI to organize, keyword and find the best photos","EyeEm is a photography company with a community of more than 20 million users. It runs a marketplace where photographers can share and sell their work.","\u002Fblog\u002Feyeem-uses-ai-organize-keyword-find-best-photos\u002F",{"featuredImage":63,"postId":64,"slug":65,"title":66,"description":67,"path":68},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F06163332\u002Fai-marketing-tools-1-2-450x224.jpg",18401,"audio-file-types","Popular audio formats: 7 Audio file types to consider","Different audio file types have unique characteristics. Here are seven popular audio file types and an in-depth explanation of each.","\u002Fblog\u002Faudio-file-types\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":70},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":72},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":74},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1790398895540]