Had a lovely afternoon ride up and back down the Hiawatha, the other day. Most everyone had left for the day and it was so peaceful. Biking across the 7 tresses and though the 10 tunnels constructed over 100 years ago to connect the Midwest to the West coats, was so much fun. I especially love the 1.66 mile long St. Paul Pass Tunnel. Have some excellent shots to add to the Printshop
Crafting the Perfect Image
While I was contemplating the angle I wanted to take on this year's Buck Knives Dealer Catalog, I decided to play around with an idea I had been wanting to try for a while.
Good product imagery is one of the key features in promoting a brand, and I had always wanted to feature Buck Knives' new products at the beginning of their designated product categories. However, it is not unusual for a new product to go through some last minute changes during its finalization. Typically this takes place at the same time I am laying out the the new Dealer Catalog. There have been a few times when we have had to call a hold on the printer, to reshoot an updated product. That is why it has been difficult, in the past, to feature lifestyle shots of new products. Here in North Idaho, the weather is not always willing to work around our scheduling. That is why, this year, we brought the outdoors in.
We constructed 20x20x3in boxes for each of the Buck Knives' product categories. Using mulch, leaves, dirt, brick, wood and a verity of other materials, I was able to craft the looks I was searching for. The boxes worked great in the studio and reshooting an updated product took a mater of minutes.
Refining a Foundational Brand
From the very moment 13 year old Hoyt Buck forged his first blade in 1902, the foundation was set for Buck Knives to become a cornerstone in the knife industry. The companies rich heritage and it's nationalistic dedication has made it a beacon, not only in the knife industry, but on an international platform as well.
Over the years Buck Knives has gone through several brand renovations. Although the company's board doesn't want to overlook it's rich history, the need to appeal to the ever changing tastes of it's consumer base is necessary for the future of the company. Understanding the fine line between Buck Knives' past and its future proves to be a challenge. A challenge that I greatly enjoy.
I have been working for Buck Knives, as their Graphic Design Coordinator, for nearly two years now, and absolutely love being apart of its recent transformation. My goal is to combine the companies rich heritage with a simplistic, yet rugged look. I have been given a lot of freedom and enjoy all the aspects of perfecting this brand. I have been given responsibility in all the following areas: photography, branding, advising, catalog layouts, social share graphics, trade-show booths, packaging, etc.
Left: Old Look, Right: New Look
Left: Old Look, Right: New Look
Old Look
New Look
Fishy Business
Just outside Boston lies a little seafood restaurant known for it's breaded halibut and steamed clams. The owner of Big Fish Basket House, Jason Larson, recently came to Northern Edge requesting help on rebranding his restaurant's image. The restaurant's fans love the crisp clean look.
