It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just product design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand.
This is The Directive Collective.
Product innovation, exploration, form development and functional solutions. Concept designs bring the design intent and problem solving aspects of the creative process to the forefront through sketches, renderings and technical exploration.
Footwear Design focuses on providing design concepts and technical solutions. A wide variety of creative directions are explored and all product elements communicated through sketches, illustrations and specifications ready for prototype development.
Branding & Identity
Emotional storytelling, positioning, logo and identity design.
Branding is more than logo design and application. But we can do that too.
drive a consistent product message that positions a product/brand to the consumer with targeted accuracy and communicates a strong emotional and valuable proposition.
We start all branding projects by identifying core brand values and determine a brand architecture that can apply to all product and creative work.
We focus on 3 areas of branding-
Brand Creation — New brand development focused on establishing a foundation of brand message and identity.
Brand Extension — Leveraging of an existing brand to further establish a presence in a new product category or market segment.
Brand Development — Management and evaluation of an existing brand to further focus or redefine a brand or product message and position.
Illustration & Rendering
Technical, function, fun or a combination. Illustration and Rendering can speak more for your brand, concept or process sometimes more than a photo can.
We specialize in all kinds of illustration including everything from traditional hand rendering with markers to digital illustration and photo-realistic Photoshop renderings.
POS & Packaging
Retail and Trade Show environmental design, consumer product packaging and more. We help your brand and product message speak directly to its audience with engaging, interactive and informative communication design.
Through both 2D and 3D environmental and print/packaging design solutions, we ensure your brand and product get noticed.
Graphics & Marketing
Visual communication of brand and product concepts, packaging, hangtags, sales tools and retail graphics. Graphic design services help communicate the product and brand to the consumer by effectively positioning the product for retail sales.
Graphic Design and Illustration services take the product to the next level. Tuned to manage the entire sales/consumer experience, we can deliver all product graphics, packaging, POS, catalog and accessory branding and communication to ensure that the whole is greater than the sum of its parts.
Strategic planning of integrated creative activities includes management of resources, schedules and targets as well as assessing Product and Brand Design DNA. Strategic Planning is the first step in enasuring a consistent, branded image and focused footwear design.
Before any creative design activities, it is important to outline and determine an appropriate brand and product strategy.
The Directive Collective uses product and brand-focused techniques to guide the entire product designprocess.
Working with the client to first determine the strategic goals of a project, collection or brand, we guide strategic planning to ensure that product briefs, brand messages and related goals/targets are on track.
Through the development of a unique strategic plan in connection with product or brand design activities, we can ensure that a cohesive message is communicated and executed across categories, media and product.
Footwear Development, technical specifications, production liaison. Development concerns the realization of a product concept and includes production-ready technical drawings, specifications and prototype review.
Footwear Development encompasses all aspects of taking a product concept to production; specifications, technical drawing packages, prototype development and review with suppliers in Asia, technical product solutions, production review and confirmation.
With extensive experience in production factories and interaction with key suppliers, the development process includes; last development and measurement, sizing and fit standards, pattern/colorway review, photo/sales samples coordination, prototype and production tooling as well as costing and material specification.
Feature - hummel PIO (2006/7)
The hummel Lifestyle Sport Fashion product line consisted of two entirely new collection concepts; Old School, and Per Invitation Only (PIO).
The PIO collection was developed to strategically advance the growth and market position of hummel footwear. Unknown in the lifestyle footwear market, this exclusive collection was developed to gain credibility and brand recognition through distribution in sneakershops and high-end fashion boutiques, globally. Using premium materials and a design focus on the unique hummel branding elements (bee and chevron logos), this collection combined sports and lifestyle in uences to capture the essence and heritage of the hummel brand.
The Old School footwear collection was built on an existing concept already very successful (#1 by volume and sales turnover) in the sportfashion apparel category for hummel . This footwear collection was developed to strategically capitalize on this success to quickly increase volume and product exposure in the lifestyle footwear market. Products were designed for mass-market appeal with authentic heritage details and silhouettes, targeting both key retail accounts already purchasing the apparel collection and new distribution channels through footwear-only shops.
Feature - hummel Football (2006/7/8)
How do you compete against the multimillion dollar marketing campaigns of Nike, and Adidas? You don’t. The hummel Football 2006/7/8 product and marketing concept focused not on professional sponsored athletes, teams or the usual sports buzzwords of “faster, stronger, better, etc”, but rather on more unique elements of individually, style and fashion combined with performance.
Key innovation drivers in the design and development of this collection included new material exploration, including a close collaboration with Pittards Leather PLC in the research and development of WR Premiership Goat Skin Leather.
The 2006 line successfully set new standards for the hummel football category, increasing average selling prices 16%, reducing SKUs by 67% vs. 2005 while maintaining total volume and expanding the retail distribution of all top-end models.
The 8.4 PIO FGX was nominated for the Vovlo SportsDesign AWARD at ISPO 2007.
Feature - Power Trail
POWER ATHLETICS — Senior Designer / Product Line Manager (Athletic Sport/Sport Lifestyle), August 2001 – March 2004
Creative Direction, design and development of an International product line of athletic footwear. Design responsibilities included trend forecasting, footwear design, graphics, and development. Approx. 200 days/year experience in Asia. Management of Junior Design team, line building, design briefs, and liaison with key accounts. (Responsible for 2 collections per year, approx. 600 SKUs annually)
Responsible for all athletic performance and lifestyle product as well as management and direct supervision of the Design and Development team (3), this leadership role was focused on creating a wide-ranging cohesive collection of product for multiple international markets, reporting directly to the VP/GM.
Product categories included Running, Training, Fitness, Cheerleading, Outdoor, Court, Football, Sandals, Kids and Sport Fashion.
Leadership activities also included presentations to upper management, communication with key buyers, hiring, recruitment and HR review.