As lead creative on Native Eyewear, I oversaw all creative executions associated with the brand from 2011 to 2014. This included visual design, creative strategy, product catalogs, photo direction, print ads, digital promotions, grassroots activations and retail support kits.
It’s no secret that catalogs are a retail brand’s bible—and for Native Eyewear, passionate fans live at the core of theirs. In 2012, Motive helped Native create a truly consumer-driven catalog, going into an iconic mountain town to discover ‘native’ stories told by the locals themselves.
First, scouts hit 18 Native-inspired locales, letting Facebook fans support and select a destination from five finalists. Their decision led us to Whitefish, Montana: a town with deep roots and incredible terrain. Fans then selected local writers and photographers to tell the town’s stories in authentic fashion; they became our guides, leading us to secret spots and local hangouts. After wrapping, we thanked the town with a $5,000 fan-selected grant for a Whitefish organization.
Our time in Whitefish gave us a catalog, a brand book and a series of videos—but more importantly, it gave Native an authentic place in a real community.
Role: Art Direction, Lead Design, Illustration, Content Creation, Photography