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.
This was our fourth installment of Native’s groundbreaking Locals Only Project—an annual journey into America’s most underrated mountain towns. This time we went to Brevard, North Carolina, the brand’s first east-coast destination. An increasingly popular spot for mountain bikers, climbers, kayakers, bluegrass fans and beer drinkers, Brevard is home to some of the best terrain in the country. As the Locals Only Project shows, it’s got some of the best people in the country, too.
The project began with a microsite linked to Facebook where fans support and select a destination from five finalists. Their decision led us to Brevard, North Carolina. 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.
Role: Design, Art Direction, Content Creation, Interactive Design