UNDER CONSTRUCTION

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UNDER CONSTRUCTION |

Feel free to look around, you just might find some deadlinks and some work in progress!

BACKCOUNTRY

DESIGN & ART DIRECTION

Currently, I lead a small but mighty design team creating work for Backcountry, Competitive Cyclist, Steep & Cheap, and Level Nine Sports, across ecommercI lead a small but mighty design team creating work for Backcountry, Competitive Cyclist, Steep & Cheap, and Level Nine Sports, across ecommerce, email, retail, and social. Along the way I’ve built brand standards for each brand to keep a lean team fast and consistent, and I art direct our cycling shoots in studio and on location.e, email, retail, and social. Along the way I’ve built brand standards for each brand to keep a lean team fast and consistent, and I art direct our cycling shoots in studio and on location.

2025 Competitive Lookbooks

CC’s Annual lookbook, chalk full of current trends styles and hottest kits to get every rider fitted and on the road. Featuring four categories; Summer-Weight, Training, Endurance, and Accessories.
Art Director Pace Roghaar
Designer Mia Wallace
Photographer Marcus Gracia
Stylist Mika Gittesdatter

Summit Club Loyalty Program

In 2025, my team led the end to end rebrand of Backcountry’s loyalty program, evolving it from a complex and outdated points system into a more intuitive and customer centered experience. The redesign focused on delivering meaningful value through clearer rewards, stronger alignment with customer behavior, and a deeper connection to Backcountry’s identity as a trusted expert in outdoor gear. The result is a more engaging and mutually beneficial program that strengthens loyalty while better serving an active and passionate outdoor community.
Designer & Art Direction Pace Roghaar
Designers Mia Wallace, Chris Wolford

Hannah Otto FKTs

Professional cyclist Hannah Otto set out to claim the fastest known times, unsupported, on Moab’s three most challenging trails, a feat she dubbed the Triple Crown.
Guess you’re just going to have to watch them to find out.

2024 Competitive Lookbooks

CC’s Annual lookbook, chalk full of current trends styles and hottest kits to get every rider fitted and on the road. Featuring four categories; Summer-Weight, Training, Endurance, and Accessories.
Designer & Art Director Pace Roghaar
Photographer Marcus Gracia
Stylist Georgina Pena

DEFIANCE Logo Redesign

Early 2025 I was asked to redesign the DEFIANCE logo. An in-house brand to for entry level skis and accessories initially under the Level 9 family, but now revamped and rebuilt for Backcountry.
Pace Roghaar

Retail Key Item Signs

A collection of vital well performing promotional campaigns for Backcountry. Many of these campaigns require hundreds of assets and many hands. Spanning multiple weeks through bumps, refreshes, and discount deepening.
Designer Pace Roghaar
Photographer Marcus Gracia