Credit : © WSL / HeffĪLA MOANA BOWLS, Oahu, Hawaii (Tuesday, June 13, 2023) – A full display of high-performance surfing took center stage at the Local Motion Surf Into Summer At Home In The Hawaiian Islands, a Qualifying Series (QS) 1,000 and Longboard Regional Qualifying Series (LQS) 1,000, following opening day’s masterful longboard showings from the region’s top competitors. Pictured front page: Former Championship Tour (CT) competitor Sebastian Zietz (HAW) honed into his world-class abilities. ![]() Hanneman, Apo, Swanson, Bediamol And More Add Their Name To Excellent List In Debuts.Braye Brings The Heat With Excellent Showing.Former CT Standout Zietz Finds Near-Perfection, Decimates Debut With Best Performance.He's wearing the identity and the keychain in his pocket has it on too. Mike Madlener took time off from school to drop by the studio and do his thing. The promotional posters were still there in 1997. Surf industry, we achieved a unique and commanding look. In the pre-computer era, this saved considerably on production costs but more importantly in the highly visual The collages were photographed with a 4x5 camera and separated directly to film. The ads were dimensional collages assembled from xeroxed typography, live action and studio shots. Since we couldn't compete on star appeal, we decided to make their personal idiosynchrocies "live large." We interviewed the various surfers, photographed them in the studio, and then built them into an ad series. Local Motion couldn't afford the Michael Jordans of the surf scene but had built a quirky stable of classic and up andĬoming surfers. ![]() The program got throug to the hard core surfers, the key audience in building a credible surf brand. On a big day at Ala Moana you'd always see a few surfbugs with the hang tags taped in the back windows. We printed the hang tags in many different colors on a variety of papers. The brand identity was put to use in every conceivable way, in the stores as display, on watches, key chains, hang tags, towels, clothing, decals and whatever else it could stick to. The program was successful, profitable and managed to win numerous awards. The advertising featured team riders in radical ads that clearly stood out from the competition in the visually competitive surf magazines. We carried it out by emblazoning a broad array of products with the four promotional symbols and a consistent message: "Original Hawaiian Beachwear". ![]() The branding strategy provided a direct link to the birth of surfing. Hawaii is the Mecca for surfers and our solution was to drive home the concept that Local Motion is a hard core Hawaiian surf company. In the surf industry especially, credibility and market share begin with acceptance by the hard core surfers. ![]() Companies all over the world jumped on the bandwagon and Local Motion needed to respond. Local Motion was a growing international brand when surf clothing started to reach one of its cyclical peaks. How do you grow your brand when "Hawaiian beachwear" is being made in Italy by wannabees?
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