Reach Your Peak...

For this years YCN Awards entry I have been tasked effectively communicating the benefits a unique type of footwear grip by Berghaus, Opti-Stud, to the potential customer.

Here's what it looks like:



The Berghaus brand’s vision statement is, “We are on top of the world’s highest mountains. We are at home in the most inhospitable places on earth. We are found on the backs of the best outdoor athletes out there. We are in front of everyone else. This is where we have been for over 40 years and it’s where we are going. We’re on an adventure. Join us.” and the "Potential Customer" is a passionate Outdoor Athlete, always looking to reach their full performance:



The first concept I had for the campaign revolved around the insight; "Get a Grip". The shoe would be presented instore upside down and have a general muddy, gritty style.



After getting feedback from fifty Outdoor Athletes I talked to (my Saturday job is at an Outdoor Shop), the general thoughts were that this slogan, although snappy, seemed too cliche, condesending and did not fit in with the brand values.

My second concept, 'Reach Your Peak' went down much better with the outdoor enthusiasts. The tagline can be interpreted either literally, as in the footwear will get you to the top of the hill or metaphorically, as in peak performance. This got great feedback all round and was the clear winner.

Visually, a map contour style was used. This is as they represent altitude on a map, making for a familiar visual language:



I tried several illustrative experiments using a developed map contour style before coming up with the final promotional piec for Berghaus:



The final piece is inspired by the visual style of the Ordiance Survey Maps widely used by Outdoor Athletes.



Which leads me nicely to my final piece. This booket explains the benefits of Opti-Stud in a clear way with supporting infographics. The logo is inspired by the contour symbol on many map keys. The illustration makes the shape of an Opti-Stud in the centre with contours branching out, suggesting that Opti-Stud is at the peak:

Our World

A collaboration with Matty Ivy, a D&AD brief this year was to 'Create the brand for a radically new customer reward scheme'. You can view it by logging on the D&AD Awards site here.

We were tasked with creating a global brand name and identity for a radically new customer reward scheme, where customers will be able to form groups around their shared interests, passions and tribal loyalties. They will be able to ‘lobby’ for incentives from brands that match their profile and brands will be able to be ‘bid’ for these customer’s loyalty, no matter how unique the interests are.

From our research we came up the brandname Ourworld and created the visuals and campaign around it, making sure to keep things simple and globally recognisable.



Our research included lifestyles, globally iconic designs and symbols, marketing and business strategy:




...and who's this Zack Marmer guy? ;)