a full-fledged 2012 online / offline campaign that includes everything from a billboard in times square, gatefold covers in industry magazines, to a video, presence on ESPN.com, to a microsite which you can see here.
the strong photography was paired with bold graphical statements created by stencil + spray paint — it balanced the grit factor ubiquitous to the sport with a clean, white background — something that is in stark contrast with the rest of the aesthetic of fight sports.
the campaign was developed to appeal to our usual consumers, as well as to gain new ones by advertising to targeted consumers in new spaces.
photography by james westman.
a refreshed website with emphasis on a simplified user experience and authentic visual textures. introduced a full brand experience with deep engagement in each sport [boxing, mma, fitness] as well as educational material [how to buy, how to use] to keep the consumer coming back.
additionally, the site was made mobile / tablet friendly with the implementation of responsive wireframing to support the growing mobile consumer base.
In celebration of Everlast's 100th year, a special catalog was created. All stops were pulled out for this to make sure it was an object that buyers and collectors would cherish.
Soft Touch aqueous coating was used on the rich black cover to give it an almost leathery feel, like worn gloves or heavy bags. Embossing and spot UV were used on the centennial logo to make a subtle statement.
This piece won acclaim for both design and printing from Sappi Fine Paper, who's stock was used for the cover and text pages. It now resides in their "collection of oustanding printed samples."
SLINGING PLATES IDENTITY
designed a full identity package and website for slinging plates, a site where workers in the restaurant industry can find jobs.
a thrilling discovery is made when juxtaposing two elements that seemingly do not mix — in this case, eerie vintage photography is paired with grimm's classic fairy tales.
a context and narrative slowly developed that fit the stories, which are much darker and more gruesome than disney will allow.
the final piece is a 300 pg. book, typeset in fakir, a gorgeous and versatile modern blackletter.
THE HISTORY OF METAL
80 pg. book, classically typeset and interspersed with abstracted metal band logos and historical band photography.
this project was inspired by the national security strategy designed by winterhouse studios. the theory behind the NSS project was to present a tedious and nearly impossible to read text in a well typeset and designed manner — increasing legibility and accessibility as the NSS is something that americans should read and understand.
the history of heavy metal music text was once available only online, which was a shame because it is fascinating. it links the history and the different movements of the music genre with what was going in politics, culture and society around the globe at the time — the ties and parallels are amazing to discover.
a fresh new personal identity.
any designer will tell you how tremendously difficult it is to brand yourself. after years of creating logos and branding to encompass my freelance business that were not quite 'it,' i finally designed something that represents not only myself as an art director & designer, but my own aesthetic principles, personality & interests.