What started as a desire to see more culture and lifestyle focused content in cycling magazines (and less race summaries and gadget reviews) has become a personal mission to stir passion in the hearts of cyclists and motor-sport enthusiasts around the world.
The initial concept of a culture magazine exploring the reasons and passions that drive the common enthusiast now includes posters celebrating the great races in pro cycling and Formula 1 racing with plans to begin offering apparel soon.
If you're a fan, pick something up from my shop, Hors Catégorie.
Ashworth suffered from a familiar problem—aging and relevance. The brand was once seen as a pinnacle of fashion on the golf course and wanted to re-tailor the fashionable gentlemen of yesterday for the hipper and fitter players of today.
The old golfman was headed the wrong direction, both literally and figuratively. He looked slow and old, like he just had a good walk spoiled.
Instead of straining under the weight of his clubs, he should be marching proudly and politely to his tap-in for victory in the member-guest tourney. The logotype too should look fit and effortless, with just the right touch of class to pay homage to the centuries of men before him who have won and failed by the swing of the club or the grace of a good bounce.
Design, Landor Associates
It is manscaping, you're going to want the right tool for the job. And while one want might to take this sort of thing seriously mid-shave, who could pass up having a little fun with the low-hanging fruit of phallic symbols.
Lead Design, Landor Associates
for Proctor & Gamble
Full brand re-design for Crest Pro-Health, which has become a multi-billion dollar line without benefiting from a coherent architecture or strategy as it has grown.
This concept heroes the caduceus, Crest's winged credential mark, so it can become as iconic as Nike's swoosh. Brand architecture is strengthened through the flexing of brand colors, forms, and finishes between the three proposed pillars.
When you're a category leader, pulling the trigger on big change can daunting. "Why risk it," some might say. But when you embrace your core brand assets and stay true to your foundation, then you can be bold with a purpose.
Concept & Design, Landor Associates
for Proctor & Gamble
Concepts for launch campaign announcing the inclusion of the blue Sour Patch Kid in the main pack. Campaign was to be lead by packaging on shelf, with additional apps to help spread the word.
Lead Design & Art Direction, Landor Associates
for Mondelēz International.
Comic book page illustrated by Keith Neltner with Jason's writing.