Tuesday, December 25, 2012

PUSH ON

Push On // Logotype

A few months ago I completed an illustration/branding project for AVIA shoes with an agency called WDCW in Los Angeles. They were making a break from being a Kohl's family brand to refocus on athletes. More specifically, the kind of athletes who take an masochistic approach to their training. And even more specifically, the kind of people at my gym who scare the bejesus out of me.

Avia had been an afterthought brand for a few years and they needed to set themselves apart from their competition. The problem was, they had very little money to do so. The illustration solution was both conceptual and practical. Conceptual in its distinction from the glossy running shots that Asics, Saucony, New Balance and the rest were using, and practical in that we could do it in-house on the cheap. The result was Avia signing contracts with over 500 cross-fit gyms across the country, and striking a chord with cross-fit athletes everywhere. 

Black-and-white was the color palette, as well as the philosophy. Either you're training or you're not. There's no gray area.

Check out a sampling of the posters, characters, and apparel below. We also created a font called "PUSH ON", based on my handwriting for the AVIA brand book in cooperation with the lovely Paul HutchisonThe rest of the campaign is featured over here.

Push On // Poster

Copywriter // Sean Vij

Push On // Poster

Copywriter // Sean Vij

Push On // Poster

Copywriter // Sean Vij

Push On // Poster

Copywriter // Sean Vij

Push On // Poster

Copywriter // Sean Vij

Push On // Poster

Copywriter // Sean Vij

Push On // Shirt

Copywriter // John Choe

Push On // Shoe Packaging

Push On // Font Book

Sunday, December 9, 2012

MASKED WOMAN. BIG AXE. CLOSED CASKET.

Masked Woman. Big Axe. Closed Casket.

A six word story for Ammo Magazine.

The illustration was an interpretation of axes, flannel and danger for their recent publication, "The Lumberjacks Illustrated Guide to Wood Cutting".

The publication is available here. The poster is available through Society6.

Masked Woman. Big Axe. Closed Casket. (Detail)