This Is DC

DC SHOES - 2016 BRAND CAMPAIGN







LOOK & FEEL




SEASON 2 LINEGUIDE



SEASON 2 SKATEBOARDING BOOK



BRAND LOOK & FEEL ON DCSHOES.COM



RETAIL POSTER EXAMPLES



CAMPAIGN STYLEGUIDE



PRODUCT PHOTOGRAPHY STYLEGUIDE



ROLL - Creative Development, Design, Photo Direction

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn, Andrew Harner, Alice Park
Action Photography - Mike Blabac
Product Photography - Steven Treboux



Defined By: Iikka

DC SHOES SPRING ‘16 LOOKBOOK





Both growing up in Finland – DC pro snowboarder Iikka Backstrom and friend (photographer & ex-professional snowboarder) Jussi Oksanen – share many common interests in their love for snowboarding, camping, skating, surfing, and all things outdoors. Allergic to planning and in love with a good rogue mission to anywhere but nowhere, Iikka is more interested in the journey then the destination. Embrace life’s imperfections, live for the moment, and take a glimpse into the life of Iikka Backstrom as he, Jussi, and friends enjoy the freedom of life during the off season.

The ‘Defined By’ lookbook series takes a glimpse into DC’s diverse personalities by capturing them doing whatever it is they love while wearing only whatever it is they love. This season’s Spring 2016 lookbook was curated by Iikka Backstrom.









PRINT LOOKBOOK - 48 pages - Premium matte stock.





DIGITAL LOOKBOOK - An interactive lookbook with shopping capabilities




ROLL - Design, Photo Direction

CREDITS
Creative Director - Deven Stephens
Photos - Jussi Oksanen
Filmer/Editor - Bobby Sorich



The Initials Collection

DC Shoes






THE INITIALS COLLECTION


Art Direction
Design

CHALLENGE
DC is known for making some of the best shoes for skateboarding but lesser known for the quality skate and lifestyle apparel. So how do we bring more attention to the apparel already being created and grow this category to a larger part of the business.


APPROACH
As DC is know for shoes, it is also known for their skateboarding team. But not only for being great at skating but generally for their unique and sometimes larger than life personalities.

From the beginning The Initials Collection was designed by and for the diverse group of skaters on the team using existing styles and adding design details that made the pieces theirs. Each capsule needed to feel unique to each person but also needed to feel as a unified collection.

Signature = Authenticity and Uniquness

X = Sign here




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MAKING THE MARK
Each individual mart is taken directly from the athlete’s signature and stylized to create a unified collection.


LABEL DESIGN AND COMPLETE LABEL PACKAGE
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LAUNCH
From garment trim and packaging to social media content and retail POP, all aspects were thought through and designed to feel brand-right but  uniquely owned by each skateboarder.

SUSTAIN
Once the branding and look-and-feel was established, refreshing the collection  was easy.



Click left and right to see more







ROLL - Art Direction, Design

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn
Photography - Steven Treboux
Filming - Ryan Loughridge
Edit - Eldrich Legaspi


The Original Since Now

DC SHOES -  THE TRACE SHOE LAUNCH








Print Ad Design



Various Poster Design



DC.COM Presence



Styling On-Body Images - Social



Styling On-Body Images - Social



In-Store POP




ROLL - Concept Development, Art Direction, Design

CREDITS
Creative Director - Deven Stephens
Director/Filmer - Kirk Dianda
Photos - Steven Treboux



The Evan Smith Pro

DC SHOES - EVAN SMITH SHOE LAUNCH



The Evan Smith Pro launch campaign is a collaboration in the truest sense. The concept of a living shoe that came to destroy all others is the brainchild of Evan himself and once paired up with the talented DC marketing crew the project really came to life.

With the many technical innovations pack into the pro model skate shoe plus adding the sheer creative energy that Evan skates and lives his life with, there was a lot to cover in a single campaign.








Click left and right to see more



Click left and right to see more



Click left and right to see more














ROLL - Creative Development, Design, Photo Direction

CREDITS
Creative Director - Deven Stephens
Additional Creative Support - Mark Winn
Action Photography - Mike Blabac
Product Photography - Steven Treboux
Video - Chris Ray, Martin Fobes



CHRIS SCHINDLER, San Diego, Ca