Dakine
Role: Creative Director, Contributing Writer
Project Type: Brand Strategy, Brand Video, Brand Playbook
Team: Ray Page (Executive Creative Director), Kelsie Clegg (Art Director), Chuck Snavely (Writer), Bri Cortez (Designer)
Dakine is an action-sports equipment and apparel company based in Hood River, Oregon. Following several years of corporate buyouts and rampant employee turnover, its leaders wanted to get back to basics with a brand strategy and brand video (to showcase at their June 2017 sales kickoff event) that would speak to Dakine’s long-time culture of rigorous product development and product testing—while harkening back to the company’s fun and soulful roots in Maui.
We landed on the north star of "Break Barriers to Break Through," from which we developed an extensive Brand Playbook as well as Brand Video that celebrates the notion of Dakine breaking things—products, ceilings, conventions—as a defining tenet of its innovative culture. Below are screenshots from the not-yet-public video that we concepted, wrote, and produced.
