We’re (almost) famous.
Last week, OIWC’s own Hillary Harding was interviewed by 9News in Denver to promote the Ramp It Up fashion show, happening on the first night of the SIA Snow Show this Thursday. She was even backed up by three brave guys decked out in women’s Burton gear. Great interview…plus, our logo design makes an appearance at the end of the spot.
The Ski Channel is also slated to be taping the drag show, so we’ll be keeping an eye on their site post show.
So, I missed out this weekend. My friend (and colleague) Ryan organized a short backpack trip along the Appalachian Trail and I didn’t go. And to rub it in, he sent me this photo from the camp site:
Photo courtesy Ryan Smith Photography
But instead of feeling down about missing out, I created this color palette instead. Called “Time to Camp” and based on the colors in the photo above, we’ll hopefully get to use it in an upcoming project soon.
Time to Camp
This short article from Transworld Business yesterday inspired some thinking here at S22 HQ. While the article speaks about the “aging action sports demographic” specifically, it conveys some interesting feedback from brands Billabong and Quiksilver on creating line extensions.
These two brands have been successful in capturing spend from the older demo with their Honolua (Billabong) and Waterman Collection (Quiksilver) lines. Customers that have been loyal to the brands since their youth are buying their more refined apparel that still speaks to their lifestyle.
Branding/Marketing Take-Aways:
So, whether or not your company manufactures apparel, could a line extension benefit your brand?
It hasn’t hit the streets yet, but come November, we’ll be looking to buy Klymit’s new Inertia X Frame camp pad. The company used body mapping to eliminate areas of a standard pad where the user’s body didn’t touch. Less material = less waste and a lighter load in your pack. We love the design thinking on this one!
Photo © Klymit
If you’re a member of Outdoor Industries Women’s Coalition, please join us for a free webinar covering the basics of managing your brand on July 21, 2010 at 2pm EST. If you’re not a member, you still have time to become a member and register!
I am co-presenting with Josh Jaeger from Digital Lizard on the following, as they relate to brand management:
Please tune in!
A new little piece of singletrack we just rode… A little blurry, but an inspiring memory nonetheless!
In honor of National Trails Day, coming up on June 6th, we’ve launched a little promotion called “Get Out!” You may have received our gift encouraging you to get outside and enjoy yourselves.*
We hope you do (or did) “Get Out!” and have a story to share with us here. If you have a photo, just post the link with your story. Whether it’s a weekend of camping or quick spin around some single track, we’d like to know how you celebrate National Trails Day.
Update: Even while at the beach, Eryn was able to “Get Out!” and hit the trail for some bike riding. She logged about 8 miles on a clunky single speed beach cruiser with her husband and mother-in-law before enjoying some rest on a beach chair. Photo courtesy: destateparks.com
*If you didn’t receive a gift and feel left out, send us an email (info at studio20two dot com, subject line: Get Out!), and we’ll see what we can do…
Yesterday, MultiChannel Merchant posted their interview with Moosejaw Mountaineering’s creative director Gary Wohlfeill on their success with digital catalogs.
While they still produce a printed catalog, Moosejaw uses the digital version as a cost-effective way to get more potential customers to see their merchandise across channels. Moosejaw has also implemented a mobile version of their website and uses their texting list to further engage customers.
Moosejaw is on it!
What should you do during “recessionary times?” Both.
As stated on Twitter earlier this week (find us @studio_22), consumers 18-34 will be driving green trends in the next decade. We also said that when you promote your products to this group, you should do so in a sustainable way.
If you’re a brand that can demonstrate a genuine commitment to responsible practices, tell consumers your sustainability story. Do it authentically. Brands can gain a competitive edge when they engage consumers on issues that they care about. Do it on a hang-tag. Do it in your catalog. Do it on your website. The person buying your product or service will feel good about making the purchase because it supports a belief that they subscribe to. You’ll provide added value – an important quality at the moment.
Now, about those sustainable communications…those hang-tags, brochures, catalogs, reports. There’s more to a sustainable marketing piece than slapping some ink on 30% recycled content paper. We won’t bore you with substrates here, but care must be taken with the imagery and text, colors, sizing, and ink used in producing your communications. Even the firm you choose to work with has an impact on the footprint of your printed materials. Embracing this concept on the back end will push you even further ahead of the competition in the eyes of your customers.
Frederick, MD, November 24, 2008 — Studio 22 is helping Naukabout ask their customers, “Where do you Naukabout?” Naukabout retained the graphic design firm to create the marketing piece introducing the new company’s clothing line.
Naukabout’s tops, made from 100% organic cotton, along with hats, beanies and other accessory items, are meant to be worn while balancing life between work and play. The folded brochure embodies the tagline with strong visuals that represent one’s most memorable moments, places and life adventures.
“We could not have been more pleased with the piece that Studio 22 compiled for us,” stated Adam Conley, Naukabout’s Director of Operations. “Our biggest obstacle was finding a design firm who could embrace and understand our message, and convey that in graphic form. Eryn and her team nailed it on the first try.”
In keeping with both companies’ commitments to conservation and preservation, Studio 22 sourced a sustainable printing solution for the brochure. This included using a Green Certified printing company, FSC-certified 100% recycled (100% post consumer waste) paper, and vegetable-based inks. Taking the process one step further, the carbon emissions for the printing shipment were also offset.
“We’re not only excited to help Naukabout announce the launch of their clothing line, but that we have been able to uphold our common values in the production of the piece,” said Eryn Willard, Studio 22’s founder. “We are proud to be affiliated with Naukabout and are looking forward to their continued success.
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About Studio 22, LLC – Studio 22 is a group of outdoor devotees creating award-winning visual branding, print collateral and web design for clients in the outdoor, environmental and consumer goods industries. Practicing what we preach helps us deliver the best creative solutions to our clients. The firm has been producing sustainable graphic design since 2005. www.studio20two.com
About Naukabout, LLC – Naukabout is a lifestyle apparel company that offers active, casual and outdoor clothing for men, women and children. The company incorporates an ideal that embodies one’s most memorable moments, places and life adventures. The Naukabout brand is committed to creating a community founded on Naukabout moments, encouraging people to answer the question: “Where and how do you Naukabout?” Founded in 2007, Naukabout is a private company headquartered in Ponte Vedra Beach, Florida and Cape Cod, Massachusetts, with its corporate office in Rhode Island. For more information, please visit www.naukabout.com.
Press release also available on PRlog.
