Reef was founded based around beach /ocean culture and outdoor lifestyle, their Reef Redemption campaign is all about an appreciation for the natural world, a commitment to preserving it and believe in responsible business practices.  Reef was looking to revitalize their in-store brand image and was looking to develop a fresh new design aesthetic and interested in adopting a more ‘sustainable’ approach to an industry wide standard of ‘build, trash, re-build trash, trash re-build, trash, build… you get the picture!  As fate would have it, we were introduced by our production partner based on our expertise in this area and put together a co-operative alliance which would enable us to successfully deliver on the brief.  We worked through design consult phase, collaborating closely with Reef in house marketing team and art directors to submerse in the history of the brand, gain an understanding of their vision and roadmap forward. This is an integral aspect in the development process enabling us to tailor our solution by extracting key communication points to package up their campaign effectively and ensure constancy throughout.

Once we had identified the need and devised our strategy, we solidified the partnerships required to execute and went to it.  Our core network of a material vendors (specializing in ‘eco’ alternatives), sub contractors (artists & artisans of all mediums) and production partners (domestic alternatives) enables us to offer ‘local sustainable’ implementation solutions that set us apart.

We worked through an approval process and established a signature pallet of materials, design features and treatments. We then proceeded to apply our formula to all aspects of entire in-store program from POP signage, to fixtures, to shop-in-shop, pop-up and stand alone retail concepts which is all showcased in their trade-show booth presentation. Reef’s cohesive brand image objectives have been met and the in-store program is working synergistically with their ’premium surf travel’ campaign. The results of this effort are clearly apparent, the Reef ‘in-store revitalization has been well received industry wide and has stirred the desired response on a consumer level. With a ‘brand guide bible’ in place for all to reference as the program rolls out nationally and internationally the true testament of this effort and continued return on investment is still to come.


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