In 2010, Native Eyewear needed to leverage their annual retail catalog as a platform to evolve the brand and elevate market presence in the performance eyewear category.
With a mandate of working with an existing brand platform of "Urban Mountain Sports", Native's 2010 marketing push needed to represent that message and also serve as a transitional vessel to paint a more authentic face on the brand. So we packed up, headed to Seattle for five days with a group of pro athletes along with a film & photography crew and hit the streets which served as a blank canvas for our urban expedition.
The resulting 70-page catalog and accompanying look book reads more like an adventure journal than a catalog and has served as the backbone of Native's brand overhaul.
Role: Concept / Art Direction / Design / Production
Creative Collaborators: Matt Statman, Andrew Hoffman