Serengeti, manufacturer of the world’s most technologically-advanced eyewear, wanted to refresh their brand’s look and feel to coincide with the launch of several new products. The existing Americana-inspired design was lacking in grit and texture, resulting in an all too clinical approach to their advertising.
I defined a new art direction based on the new campaign line: Built to Endure. This work included an original brand mark, new typographic style, and guidance on photographic style. After shooting the new product range in California desert, we produced a new product catalogue featuring the new art direction, and created layouts for print, web and point of sale.