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.
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.
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.
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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 LAUNCHThe 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.
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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