Neilpryde

Hong Kong/ Thailand

WORK DESCRIPTION

Creative Direction,Creative Strategy, TOV, Copywriting, Design Strategy, Brand Architecture, Graphic Design, Packaging Design, Retail Design, Photography, Retouching

INDUSTRY

Sports Design, Windsurfing, Surfing, Kite Boarding, Waterwear, Wetsuits, Snow Boarding, Sailing

ABOUT NEILPRYDE

Neilpryde is an international brand created in HK, owned by Shriro Group out of HK and is one of the original pioneers in Olympic water sports such as sailing and windsurfing. Shriro Group’s brand portfolio includes Hasselblad, Broncolor, Sigma, Slik, Elinchrom, Linhof and Fujifilm.

OBJECTIVES - BRAND EXPRESSION GUIDELINE

Over time as leadership changed and business landscapes became more challenging, internal understanding of the brand DNA became fragmented. The Neilpryde Brand Expression Guideline was built to bring coherency and brand consistency across the respective Neilpryde divisions - windsurfing, sailing, cycling, kite boarding and apparel/water wear. It was revisit of their existing design aesthetic using their typography suite and graphic style.

Outcomes: This document as well as being a guideline, gave a methodology to build creative that to talked to original DNA of the brand. A DNA that was eroding as the brand responded to changing market landscapes in different global locations. The guideline/ brand book was a rolling execution where content was almost being produced at the same rate the book was being created.