Yakima Products Design & Branding YAKIMA NAUGHTY BITS PIXELATOR by Red Tettemer O'Connell + Partners

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Industry Automotive products, services and accessories
Media Design & Branding
Market United States
Agency Red Tettemer O'Connell + Partners
Executive Creative Director Steve O’Connell
Creative Director Bill Starkey
Released May 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: YAKIMA
Product/Service: CAR RACKS
Date of First Appearance: May 18 2010
Entrant Company: RED TETTEMER, Philadelphia, USA
Chief Creative Officer: Steve Red (Red Tettemer + Partners)
Executive Creative Director: Steve O'Connell (Red Tettemer + Partners)
Creative Director: Bill Starkey (Red Tettemer + Partners)
Executive Vice President: Jared Scott (Red Tettemer + Partners)
Media placement: Collateral Brochure - Handout - Trade Shows, In-Store, Outdoor Events, Inserted In Catalogs - March 2010

Describe the brief from the client
Our mission with Yakima is always to take a product that is utilitarian (they make racks for cars that carry bikes, kayaks, snowboards, etc.) and bring some fun and personality to the brand.

Yakima wants to stand for more than just great products. They want to connect with their audience as a true lifestyle brand that understands their customers.

Describe the challenges and key objectives
The challenge was figuring out what we could say to people that felt genuine for Yakima. Their brand is about transporting your gear to and from the great outdoors. We needed to find a hook that would be fun and stand-out, but feel authentic as to the benefit their products deliver.

Our objective was to be memorable, and to make a connection with our audience.

Describe how you arrived at the final design
Yakima helps get your gear to and from the great outdoors. So we focused on that part of outdoor activities and thought of other ways we could help people.

Well, one of the tricky parts of outdoor sports is changing out of your dirty or wet clothes by your car when you're ready to get home. So we wanted to offer a solution.

We took a standard brochure and transformed it. The piece still offers product information on the last page. But it also solves the "you don't want to be naked in public" thing.

Give some indication of how successful the outcome was in the market
The piece was handed out at trade shows, events and in-store. And the reception was huge. We never had enough to give out. People were unfolding them and taking pictures with them on the spot.