DAKINE BRAND STORY
Like many brands, Dakine's struggle to communicate internally and externally about itself was a constant issue. The Brand Story, unveiled at the Winter 2015 International Sales Meeting, was deliberately crafted in a narrative format and was the first concerted effort to focus on the brand's rich history, culture, ethos, design philosophy, and positioning.
My role as Art Director consisted of assisting in planning sessions, narrative and content discussions, leading design resources, and selecting and approving graphics and photography.
My role as Art Director consisted of assisting in planning sessions, narrative and content discussions, leading design resources, and selecting and approving graphics and photography.
DAKINE TEAM LEADS:
Alistair Nicol / VP Design
Justin Mooney / Art Director & Photographer
Alex Erickson / Design & Photographer
Nowel Pawliw / Contract Designer & Production
Alistair Nicol / VP Design
Justin Mooney / Art Director & Photographer
Alex Erickson / Design & Photographer
Nowel Pawliw / Contract Designer & Production
PHOTO © ERICKSON
PHOTO © ERICKSON
PHOTO © ERICKSON
PHOTO © ERICKSON
FEAR THE KNOWN™ BRAND CAMPAIGN
In 2017, Dakine partnered with Possible™, a digital marketing agency, to fine-tune existing and evolving brand work, as well as develop the 2018 brand-wide campaign "Fear the Known."
Intended to appeal to a broader audience, this campaign tagline and mindset would become the brand filter through which all activations and marketing efforts would launch into 2018–19. As Art Director on this project, my role was to provide direction, visual guardrails, lend team resources, and offer historical context to help walk the fine line on Dakine's first mainstream voice.
Intended to appeal to a broader audience, this campaign tagline and mindset would become the brand filter through which all activations and marketing efforts would launch into 2018–19. As Art Director on this project, my role was to provide direction, visual guardrails, lend team resources, and offer historical context to help walk the fine line on Dakine's first mainstream voice.
DAKINE TEAM LEADS:
Ken Meidell / CEO
Shawn LaRowe / VP Product & Marketing
Colleen Quigley / Snow Marketing
Justin Mooney / Art Director
Tyler Malay / Video Production
Alex Erickson / Design & Asset Assist
Ken Meidell / CEO
Shawn LaRowe / VP Product & Marketing
Colleen Quigley / Snow Marketing
Justin Mooney / Art Director
Tyler Malay / Video Production
Alex Erickson / Design & Asset Assist
Video music: Justin Mooney (Yen00m)
DAKINE PACKAGING 2018
For 2018, we were tasked with redesigning all of Dakine's packaging to reflect a simpler, more confident brand aesthetic. Part of the ask was to land on something built to last for at least a decade.
The result positioned the brand in tried-and-true black and white, with natural kraft brown as the "pop" color. This packaging has been well received and will certainly stand the test of time.
The result positioned the brand in tried-and-true black and white, with natural kraft brown as the "pop" color. This packaging has been well received and will certainly stand the test of time.
DAKINE TEAM:
Alistair Nicol / VP Design
Justin Mooney / Art Director
John Parry / Senior Designer
Mark McCormick / Production Manager
Alistair Nicol / VP Design
Justin Mooney / Art Director
John Parry / Senior Designer
Mark McCormick / Production Manager
