The challenge was to create a consistent, strong brand story and strategy for the already established Danner brand. It needed to be a strategy that would maintain some of Danner’s heritage, communicate effectively across six unique categories and resonate across six very different consumer segments. This strategy was defined through the creation of the mission, vision, position, purpose, values, messaging, design principles, visual character and brand guidelines.
Since the launch of the updated Danner brand, the brand strategy and guidelines have been leveraged for multiple successful campaigns as well as a new design for Danner’s retail and merchandising applications.
MY ROLE: Creative Direction, Design
brand strategy, visual character, retail graphics and structure, retail kit-of-parts, web banners, radio direction, photography direction, brand guidelines, campaign concept
Created with Nemo Design Brand Strategist: Jennifer Burton Design: Brian Nally, Mark Lepper, Mike Schwoebel Production Design: Steve Horrocks Studio Photography: Kris Seymour, Robb Farrington Videographer: Jess Gibson Lifestyle Photography: John Hafner