Identity and Campaign Direction
Visually capturing the ethereal and spontaneous moments of sport.
Central to this ever-evolving brand campaign is the phrase Play Huge. It as at once a rally cry and a mindset representative of both the athletes and the culture of STX.
Harnessing the strength of the global brand.
Play Huge demands big expressions. Regardless of the medium or channel, we always push the limits of execution.
Bringing order to the field.
In addition to the brand level elevation, we collaborated with STX to overhaul the product organization into families based on player types.
Naming & Branding
Distinctive messaging that speaks to the gear and the athlete using it.
With the gear organized by player type, we use the inherent attributes of the athletes as key messaging. Endurance, Dominance and Precision are all characteristics that the athletes self-identify with which naturally leads them to the product best-suited for their playing style.
Diverse Player Types
Competing for market dominance with rapid roll outs.
The full roll out of Play Huge and Play With coincided with an operational shift from seasonal to continuous, year-round product launches. This requires a communications strategy that simultaneously emphasizes consistency and originality.
A unified direction of aggression and specificity.
With the architecture for both product and messaging firmly established, each product launch focuses on the nuances of the player specific features and benefits.
Utilizing the latest web tech to feature the latest gear tech.
The gear that STX develops is multi-dimensional and requires innovative approaches to tell the story for each new piece of gear. This constantly pushes our team to leverage tools and applications at the forefront of the industry.