{"id":79238,"date":"2020-06-19T19:10:13","date_gmt":"2020-06-19T19:10:13","guid":{"rendered":"https:\/\/www.dadcreative.com\/dadcreative\/?post_type=portfolio&p=79238"},"modified":"2020-06-19T22:54:00","modified_gmt":"2020-06-19T22:54:00","slug":"brooks-sports","status":"publish","type":"portfolio","link":"https:\/\/www.dadcreative.com\/dadcreative\/portfolio\/brooks-sports\/","title":{"rendered":"Brooks Sports"},"content":{"rendered":"

[vc_row row_height_percent=”0″ overlay_alpha=”50″ gutter_size=”4″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”90″ align_horizontal=”align_center” gutter_size=”3″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/1″][vc_custom_heading text_font=”font-377884″ text_size=”fontsize-155944″ text_weight=”700″ text_space=”fontspace-781688″ subheading=”For a time I was Creative Director for Brooks Sports. My small team of designers and I were tasked with creating a new direction for the brand. One that put more of a serious spin on the Run Happy message. Brooks was floundering in the market at the time and needed to find itself again. The product line became too big and started to dilute the performance aspect of the brand. They were becoming the “BBQ Shoe“. The company decided to cut the product line a focus solely on the run. Emphasizing on the technology that creates the feeling of running happy.”]Brooks Sports\u2013Dedicated to the Run[\/vc_custom_heading][vc_separator sep_color=”color-wvjs”][\/vc_column][\/vc_row][vc_row row_height_percent=”0″ overlay_alpha=”100″ gutter_size=”100″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ style=”inherited”][vc_column column_width_use_pixel=”yes” align_horizontal=”align_center” gutter_size=”3″ font_family=”font-202503″ overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ medium_width=”0″ zoom_width=”0″ zoom_height=”0″ width=”1\/1″ column_width_pixel=”800″][vc_column_text]<\/p>\n

Old vs. New<\/h2>\n

The logo seemed stagnant for the message we were trying to convey as a brand. So we italicized the name and adjust the chevron size relationship to the name to give the logo some speed.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/2″][vc_single_image media=”79244″ caption=”yes” media_width_percent=”58″ alignment=”center”][\/vc_column][vc_column width=”1\/2″][vc_single_image media=”79247″ caption=”yes” media_width_percent=”50″ alignment=”center”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_separator sep_color=”color-wvjs”][vc_column_text]<\/p>\n

Run True, Run Blue<\/h3>\n

We were entering an Olympic year. The marathon is the ultimate challenge for any runner and we wanted to symbolically attach our brand to the\u00a0 blue line that marks the route of the Olympic marathon.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_single_image media=”79277″ media_width_percent=”100″ alignment=”center”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_separator sep_color=”color-wvjs”][vc_column_text]<\/p>\n

A New Style Guide Was Developed to Communicate the New Branding<\/h3>\n

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Photography That Tells the Blue Line Story<\/h3>\n

I teamed up with world-renowned photographer Chase Jarvis to capture the essence of the Brooks Blue Line. We traveled to Olympic host cities around the world, art directing, shooting video and photographing runners on each venue’s marathon blue line.<\/p>\n

[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_gallery el_id=”gallery-103129″ random=”yes” medias=”79285,79286,79287,79288,79289,79290,79291,79292,79293,79295,79296,79297,79300,79298,79294,79301,79302,79304,79305,79306″ gutter_size=”3″ screen_lg=”1000″ screen_md=”600″ screen_sm=”480″ single_overlay_opacity=”50″ single_padding=”2″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_separator sep_color=”color-wvjs”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_column_text]<\/p>\n

Brooks Brand Videos<\/h3>\n

Sales videos were created to capture and show how Brooks is synonymous with the blue line and it represents to a Brooks runner.<\/p>\n

All our videos were produced in-house by myself and the creative team at Brooks.<\/p>\n

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