When Gravis Footwear, a division of Burton Snowboards, launched a new skateboarding specific line they partnered with PH to develop and execute multiple 360° campaigns for two seasons. The line was designed to be decidedly clean and minimal, PH took that approach with the visual language in all marketing efforts.
As most skate footwear brands of the time were utilizing distressed and deconstructed visual approaches, PH took Gravis Skate to an elevated, timeless brand positioning. The use of the four-hole icon and wordmark played off the four wheels and four holes from skateboards. From specific catalog season launches to team rider specific shoe launches, PH conceived themes, directed photo shoots and executed design for all touch points. The approach was highly successful and created strong market share. Gravis eventually became the Nike of Japan, and eventually moved the brand to be exclusively Japanese. PH was recognized for its catalog work by Communication Arts Magazine in the CA Design Annual 2012.
Services Included: Creative Direction, Concept, Design, Print, Collateral, Digital, Photo Art Direction, Identity, Trade Show Design