The challenge was to create a holistic brand story and strategy for the already-established Danner brand. It was important that the strategy maintain Danner’s heritage, communicate effectively across six unique categories, resonate across six very different consumer segments and be flexible to span omni-channel executions.
Touchpoints: retail graphics, merchandising, retail kit-of-parts, digital banners, social, radio, video, photography, brand guidelines, integrated campaigns
MY ROLE: Creative Direction, Design