In my time at evo, I had a great opportunity leading the creative teams through a variety of programs and campaigns. Everything from developing a new brand-centered print piece that was featured in leading outdoor magazines, a custom painted ski graphic for a collaboration with up-and-coming ski maker ON3P, to digital-only campaigns that drove traffic and conversion for evo.com.
Brand Focused Print Insert
Strategy, Creative Direction, Design
Evo has historically put out a catalog or brand piece each winter season to encourage sales and to continue to reach out to new customers. In the past they have always focused solely on product. This season I proposed that we utilize the newly conceived “evo Collective” and the updated founding principles of the “Great 8” to showcase the brand along with a visual theme based around encouraging evo customers to go and discover their next great adventure. It was great to work with and lead an amazing team including Photographer Tim Dolen, and designer Sarah Slegh as we brought the concept to life.
The piece is a true representation of the evo brand today. The models used in the interior product shots were all evo employees while each of the founding principles is represented by an evo Collective member that represents it well. The piece was featured in all major ski and snowboard magazines including Powder, Transworld Snowboarding, and Snowboard Mag.
Print Ad Direction
Concept Development, Art Direction, Design
For Fall 2014/Winter 2015, I developed a style guide and design for all the fall/winter magazines ads for the brand. These ads were featured in Powder and Transworld Snowboarding.
Site Redesign
Design Strategy, Creative Direction, Design, Vendor Management
When I was first hired by evo in 2013 it had been many years since they had looked at a larger evolution of their site design. Within their business they had focused on evolving some site details and interactions but stylistically their site was still a product of the early-mid 2000’s. I developed a strategy for a global site redesign and encouraged senior leadership to look outside the internal team to help evo move forward with new technologies and improvements, while allowing our internal team to learn, grow, and support the efforts.
After talking with Zaneray everyone at the company was excited and we began a partnership to better understand the evo brand and what the leadership at evo desired for the site evolution. Working with both the internal and external teams, I lead the efforts on establishing a site style guide and the general look and feel of the new designs. I then lead the creative internal team in creating the initial necessary assets.
Instead of wholesale site redesign, leadership chose to slowly evolve the site over time and design ideas continued to be developed and implemented more than a year after the initial style guide was completed.
Selected visual style option to guide the development of the evo.com update
Old evo.com design
Updated evo.com design
evo X ON3P Collab Ski
Strategy, Concept, Creative Collaboration, Painting
One way to create excitement and demand for the evo brand was to find key partnerships that resonated within the industry and outdoor culture. ON3P was an incredible young brand with great product. Working with input from the guys at ON3P and the evo family, I developed the initial design and then painted this mountain graphic for a collab ski. ON3P then took that art and added their secret sauce and applied the graphic to one of their best skis. The collaboration was released in November 2014 - See the final ski here
