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Russell Athletic

Branding

Branding

Photoshoot

Photoshoot

The Challenge

For 120 years, Russell Athletic let the charge in Athletic wear. Looking to stay at the forefront, Russell Athletic came to The Charles Grp looking for a creative strategy refresh that captures the eyes of younger generations.


This strategic and creative refresh of the Russell Athletic brand included a comprehensive brand book, campaign photoshoot, and editorial catalog that celebrates their history with a new creative positioning statement, Stitched for Authenticity™.

For 120 years, Russell Athletic let the charge in Athletic wear. Looking to stay at the forefront Russell Athletic came to The Charles Grp looking for a creative strategy refresh that captures the eyes of younger generations.

This strategic and creative refresh of the Russell Athletic brand included a comprehensive brand book, campaign photoshoot, and editorial catalog that celebrates their history with a new creative positioning statement, Stitched for Authenticity™.

For 120 years, Russell Athletic let the charge in Athletic wear. Looking to stay at the forefront Russell Athletic came to The Charles Grp looking for a creative strategy refresh that captures the eyes of younger generations.

This strategic and creative refresh of the Russell Athletic brand included a comprehensive brand book, campaign photoshoot, and editorial catalog that celebrates their history with a new creative positioning statement, Stitched for Authenticity™.

Key Objectives

  • Assist in creation of creative strategy and positioning

  • Develop creative concepts for art direction of brand

  • Expand and build upon brand guidelines to align with new art direction

  • Assist in photoshoot prep and execution along with capture BTS photos for use in catusealog and case studies

  • Create catalog for print and web

View Catalog

Rooted in Authenticty

For this concept, we wanted to capture the idea of the clutch player. Someone who puts in the work day in and day out regardless of whether they play or not, becomes when their moment comes they are ready. Inspired by heroism and old Russell Athletic ads, this new direction uses bold typography that feels familiar to their current audience and pairs it with imagery and layouts that fit a more modern standard.

For this concept, we wanted to capture the idea of the clutch player. Someone who puts in the work day in and day out regardless of whether they play or not, becomes when their moment comes they are ready. Inspired by heroism and old Russell Athletic ads, this new direction uses bold typography that feels familiar to their current audience and pairs it with imagery and layouts that fit a more modern standard.

For this concept, we wanted to capture the idea of the clutch player. Someone who puts in the work day in and day out regardless of whether they play or not, becomes when their moment comes they are ready. Inspired by heroism and old Russell Athletic ads, this new direction uses bold typography that feels familiar to their current audience and pairs it with imagery and layouts that fit a more modern standard.

Inspiration pulled - Channeling the Russell Athletic of yesteryear and adding a modern twist

Experimenting with type and object interaction

Early badge exploration

Final Brand Guidelines overview

Layout, type and new imagery all coming together

Social and Paid Ads layouts

Catalog Overview

Website Revisit

The Photoshoot

After a concept and photography direction were decided, we immediately began work on the photoshoot process. This included location scouting, sourcing models, selecting a photographer, wardrobe + styling moodboards, and prop selection. During the shoot I was tasked with capturing BTS photography to use for the agencies website and marketing materials. Some of the textured images were used in the final catalog. Below is a collection of some of those images captured.

The Catalog

After the completion of the photoshoot, my work then switched to the creation of a 78 page catalog in which I channeled our new brand direction and implemented rules from our brand guidelines to bring an updated look and feel to one of the brands more repetitive outputs.


Highlights can be seen below. You can view the entire catalog here

After the completion of the photoshoot, my work then switched to the creation of a 78 page catalog in which I channeled our new brand direction and implemented rules from our brand guidelines to bring an updated look and feel to one of the brands more repetitive outputs.


Highlights can be seen below. You can view the entire catalog here

After the completion of the photoshoot, my work then switched to the creation of a 78 page catalog in which I channeled our new brand direction and implemented rules from our brand guidelines to bring an updated look and feel to one of the brands more repetitive outputs.


Highlights can be seen below. You can view the entire catalog here

Available for Full-time and Freelance Work.

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Contact

ahutchingsdesign@gmail.com

© Hutch Design llc.

Created on Framer.

Available for Full-time and Freelance Work.

Contact

ahutchingsdesign@gmail.com

© Hutch Design llc.

Created on Framer.