Ultimate Direction Rebrand
Position: Creative Lead
Ultimate Direction (UD) signed on 3 key Athletes - Anton Krupicka, Scott Jurek, and Peter Bakwin in hopes of helping revitalize the brand. They co-developed with the internal team 3 all-new running vests, ably named the Signature Series Collection. With these 3 unique vests and athletes that co-designed them, the brand was building a compelling product story for the initial release in the Spring.
As the Lead Designer under the Marketing Department, I was responsible for creating an entirely new Visual Brand Strategy prior to launch. A Brand audit was done of existing design aesthetics, Market Research on competition, Retail analysis on packaging and Visual Merchandising so my Design direction and execution would be a compelling story at sell-in to retailers and sell-through to consumers.
Within one month's time, I presented the Brand Direction below to the stakeholders. With the initial Branding approved, the direction was used to further creative discussions and iterations between Marketing and Product, arriving at our final Branding and Campaign launch in the Spring.
With 500k in sales in 2013 to now well above the *7+ million dollar mark, UD today is a thriving brand.
*Current financials cannot be disclosed per company mandate
Rossignol Ski Company
Position: Creative Lead
Project: Seasonal Art Direction
Research Methods: Retail Inspirational Tours, Mood Boards, and Lifestyle Photography Direction.
These visuals are presented to the Marketing Team for brainstorming and feedback which then a final Visual Design Language is created (Last frame). The visual is then used as a "Spring Board" for further Creative Direction which is applied to all the various touchpoints within Marketing and Product.
