HD Athletic
LEADING THE PROMOTIONAL LAUNCH OF THE HAMMER STRENGTH PRODUCT AND HOW IT’S MADE
CREATIVE DIRECTION / CAMPAIGN DEVELOPMENT / BRANDING / LEAD DESIGNER
Project Background:
Launching new strength racks and rigs Select and configure heavy-duty racks and rigs tailored to any training program. Product needed a new brand, so how might we introduce a secondary mark that would have the same Hammer Strength quality and extend the brand. The Hammer Strength brand was also in the midst of a relaunch to revitalize its athletic heritage.
Recognizing the greater need for both brand and product launch, we led with a comprehensive marketing campaign featuring video, print and online media.
Process:
Brainstorming. Marketing launch plan - brochure, photo shoot, etc
Video production, coordinating both on location in the factory and in gym in Falmouth, Kentucky. Concept to pair how it’s made with the movement, showcasing the biomechanic attention and built by hand, durability come to expect
week-long photoshoot with four sets, several product configurations, various talent of athletic and small group training to support launch globally
Results:
Explain more of what you did
Brochure development with Yopxxxx paper, which proclaims you cannot tear it - demonstrating the same durability as Hammer Strength.
Deliverables:
Marketing Campaign for HD Athletic Product Launch
How It’s Made Video Direction and Coordination
HD Athletic Photo Shoot Direction and Coordination
Hammer Strength “Tear This” Brochure
Product Badging and Alternative Logo Design