When you're working with an American heritage brand, and a name that is familiar to every household in the country, there is a delicate balance of preserving authenticity but also bringing modern relevancy in a highly visual world. We did this by creating a bold, recognizable and systematic approach to every Louisville Slugger baseball and softball bat in the line. It revolves around a strong brand presence, an iconic red 'Torch' at the bat end and an ideal for beauty in simplicity. When a player is at the plate, you now know it is a Slugger in his or her hands. That trickles down through every aspect that creates brand love and loyalty. I was honored to partner with the HIVE Collective on this project.
When you get the opportunity to build a new brand from the very beginning, it's a truly gratifying experience. To see each piece of the puzzle begin to fit together and form a personality, an experience and a presence that connects people to one another. The exciting challenge going forward is maintaining this beautiful system that has been born and having the passion to keep it fresh and ever evolving. That is when good brands become great brands.
The industry leader in baseball, Easton, was looking to completely shift gears and simplify their entire line of bats, to create an entirely new strategy for the line...to be more brand focused and less bat model focused. This new system of bats would enhance brand recognition and be easily understood by the consumer and ultimately lead to complete dominance in the market. The system we developed comprised of a speed series and a mass series for two distinct player types, both with an end result of power. The design language clearly distinguished the two categories and developed a new design language going forward for Easton's signature line of bats. The bats have made a dominant impact at all levels of baseball, first debuting at the Little League World Series and then defining a standard at high school and college levels. We then took this thinking into their Hockey line and achieved similar highly successful results. This project was a collaboration with the Easton design team and the Hive Collective.
The design projects for the industry leader in golf, TaylorMade, Included packaging, retail graphics, product graphic & logo development, launch materials, advertising and everything in between to roll out successful global products and marketing.
Your identity is the symbolic representation of your brand, it builds the foundation and sets the tone. It plays a key role in visual brand recognition and memorability. While your identity is only one piece to the puzzle, it is crucial in the effectiveness and message your brand portrays. Here is a brief selection and variety of marks created.
Graphic language is created for many different uses, whether it be to communicate a story, evoke an emotion, or explain a technology, what it boils down to is successfully communicating a targeted message to your audience whether in print or online. A message that is memorable and sparks action.
After you've passionately poured blood, sweat and tears into a product, you need a delivery system to the public eye that will represent, showcase and enrich the overall brand experience. Packaging can inspire intrigue, awe, and an overall feeling of having to have a product. It should be informative in a compelling and easy to digest way. The end goal of this crucial component is catching attention and converting a purchase.
When pen and paper meet, it's never certain what will come to life...that's the beauty of illustration and the creative outlet it provides. I've had the privilege to create art for some of my favorite brands, including Burton Snowboards, K2 Skis, Outdoor Research, Glas Apparel & Films, Von Zipper, Rip Curl and Active Rideshops.