Hammerquist & Nebeker 2009

A Design Agency | www.hammerquistnebeker.com

Like most of our Ironman training rides, this one was fueled by a cup of strong coffee and inspired by the promise of a cold beer, but by the end of it something different had unfolded: after five hours of sweat and talking when there should have been a focus on hammering, the idea that would become Hammerquist & Nebeker was born.

But that day in the saddle we did more than decide to build another agency—heaven knows there are enough of them—we decided to make a better agency, one that combined the appeal of great visuals with the impact of powerful concepts, that merged the best of an advertising shop with the strengths of a great design agency. We set our sights on stripping away everything that frustrated us about traditional ad agencies and replaced it with a fun, collaborative, and upbeat style of working that was better and more effective for us and our clients.

Just as important, we built a creative group that was grounded in the outdoors. It seems impossible to have done otherwise, because at the core we aren’t just strategists and creatives, we’re athletes—outdoorsmen, skiers, climbers, runners, cyclists and more. Between us, we have dozens of triathlons completed, decades spent at the crags, and too many winters spent chasing powder than we care to admit. But if inevitable, it also was critical to our work: most of our clients are outdoor brands rooted in the culture and vibe of their sports.

Our shared passions give us the needed common ground—and not just common ground, but the ability to speak from one hard-core user to another, to take complex but critical concepts and put them in the mother tongue. Adventure exposes what is essential, authentic, and true. There’s no hiding on the 10th hour of a single push Mt. Rainier summit attempt, the 90th mile of an Ironman bike leg, or dynoing to a sloper 5.13. And there’s no hiding from the demands of an enthusiast customer.

If you can’t talk the talk, you can’t sell the product. Our days spent on bended knee helped us relaunch K2’s Telemark ski division, and our suffering through a belgian spring classic informed the work we’ve done for Ridley bikes. We’ve been there, we are there, and we get it.

Hammerquist & Nebeker stands for great communication, for teasing the best from visual design and the concepts out of words, but it is, ultimately, about those moments of truth when you recognize yourself. That’s when the message is most powerful—when the stories are shared by experience, not told by knowledge, and you see what you know to be true. We can tell you that H&N is authentic or that it’s credible, that we’re committed and passionate and bring the same doggedness to our agency that we do to our sports and training, but we think, we hope, that you’ll see it in our work. And that might be the very best thing to come out of that five-hour ride.

If you follow bike racing at the pro level you probably know about the spring classics. This handful of races takes place the last week of March and continues through April. The hardest of hard core races happens in the heart of Belgium – the Tour of Flanders or the Ronde van Vlaanderen. Thanks to the wind, cold and brutal cobbles the hard men of Belgium usually win out. When our friend David Alvarez of Ridley Bikes asked us to capture the essence of this for the Belgian bike maker, we were in bike geek heaven.

Project list:Brand Positioning | 2008 Product Catalog | 2008 Website | Aero Product Launch | Adverts

The Limburg province of Flanders is infamous for serving up the harshest cycling conditions—where driving rain, cobbled non-category climbs, snow and ice are the norm for its 6,000 racing clubs. This place, the pounding heart of a passionate cycling nation where the most revered Spring Classics unfold, is the cold steel anvil where flesh and bone are forged into the greatest racers of all time. This is Belgium, home to Ridley bikes, and it is here where our products are engineered, hammered into raw form by the roads themselves, and where we refine them in competition. This is Ridley. We are Belgium.

BELGIUMW E ARE

Ridley Bicycles - Brand Positioning

The Limburg province of Flanders is infamous for serving up the harshest cycling conditions—where driving rain, cobbled non-category climbs, snow and ice are the norm for its 6,000 racing clubs. This place, the pounding heart of a passionate cycling nation where the most revered Spring Classics unfold, is the cold steel anvil where flesh and bone are forged into the greatest racers of all time. This is Belgium, home to Ridley bikes, and it is here where our products are engineered, hammered into raw form by the roads themselves, and where we refine them in competition. This is Ridley. We are Belgium.

BELGIUMW E ARE

19

ROAD

Ridley Bicycles - Product Catalog

HELIUM BLACK (812A)Mountain specialists will embrace the Helium Black for its unmatched stiffness-to-weight ratio. Helium’s Hollow-Tech monocoque molding process exchanges redundant carbon in the frame’s bottom bracket area for lighter weight and lateral rigidity.

19

ROAD

Ridley Bicycles - Product Launch Brochure

Ridley Bicycles - Microsite; Trade Ad (opposite)

Introducing the all-new Helium frame from Ridley. At 900 grams including integrated seatpost, it’s both super-light and super-stiff. The Helium features a totally re-engineered hollow BB shell, full carbon head tube, and full carbon dropouts. So go ahead and pound away all day on the cobbles then climb your way off the front.

08

2007

900H e l i u m w w w. r i d l e y - b i k e s . c o m

C a d e l E v a n sP r o To u r t e a m S i l e n c e - L o t t o

P r o To u r C h a m p i o n

g r a m s

100% Magenta100% Giallo

100% Cyan65% Magenta30% Nero

RIFERIMENTI CMYKPantone 185

RIFERIMENTI PANTONEPantone 288

w w w. r i d l e y - b i k e s . c o m

RID005_HELIUM v1.indd 1 12/10/07 9:46:33 AM

Admittedly, we’re an office of enthusiasts who spend a lot of time workingout. And Precor makes great fitness equipment. So our alignment seemed only natural the day Precor went looking for an agency.

We’ve since meshed our sports and recreation knowledge with their sports and recreation expertise to develop their brand standards and launch a new cardio machine, the AMT.

Our success there has been met with more projects; including a new visual assets library, a full-line catalog, and, most recently, a highly stylized brochure to launch their hospitality offering.

Project list:Brand Guidelines | Photo Direction | Catalogs | New Product Launch KitHospitality Initiative | Product User Interface | Tradeshow Graphics and Video

Precor - Product Launch Identity

Precor - Hospitality Brochure

Precor - User Interface Design Exploration; Final Design (opposite)

GO1 2

ABC3ABC

4ABC

5ABC

6ABC

7ABC

8ABC

0

9ABC

DISTANCETIMECALORIESSTRIDES/MINTOTAL BODY CROSSRAMP SMARTRATE

Arms

Chest

Gluteals

Quadriceps

Hamstrings

Calves

Before beginning any f i tness program, see your physician for a thorough physical examination. Seek advice from your physician to learn the target heart rate appropriate for your fitness level. Do not allow children or those unfamiliar with its operation on or near this equipment. Read the product owner's manual or consult a qualified instructor before operating this equipment. Improper use of this equipment can result in serious injury. Before exercising, at tach the safety clip to your clothing. Do not stand on the belt when star t ing the t readmill. Do not at tempt to turn around on the moving belt. Keep hands and clothing away f rom the belt and rear rol ler. I f you feel pain, faintness, or dizziness, stop exercising immediately.

High

Peak

Warm Up

Fat Burn

Cardio

CH+

CH-

VOL+

VOL-

CHANNEL

Before beginning any fitness program, see your physician for a thorough physical examination. Seek advice from your physician to learn the target heart rate appropriate for your fitness level. Do not allow children or those unfamiliar with its operation on or near this equipment. Read the product owner's manual or consult a qualified instructor before operating this equipment. Improper use of this equipment can result in serious injury. Before exercising, attach the safety clip to your clothing. Do not stand on the belt when starting the treadmill. Do not attempt to turn around on the moving belt. Keep hands and clothing away from the belt and rear roller. If you feel pain, faintness, or dizziness, stop exercising immediately.

DISTANCETIMECALORIESSTRIDES/MINTOTAL BODY CROSSRAMP

arms

high

peak

cardio

fat burn

warm up

chest

gluteals

quadriceps

hamstrings

calves

SMARTRATE

A B C D E F

GHI

JKL

MNO

PQRS

TUV WXYZ

1 2 3 4 5 6 7 8 9 0

STARTPAUSE

OPTIONSBACK

HIGH

PEAK

FAT BURN

CARDIO

WARM UP


OPTIONS

PAUSE

DISTANCETIMECALORIESSTRIDES/MIN

Arms

Chest

Gluteals

Quadriceps

Hamstrings

Calves

SMARTRATE

1

2

3

ab

cgh

i de

f

TOTAL BODY CROSSRAMP

BACK

4

5

6

jk

l

mn

o

pq

rs7

8

9

tu

v

wx

yz

0

GO

High

Peak

Warm Up

Fat Burn

Cardio


OPTIONSBACK

DISTANCETIMECALORIESSTRIDES/MINTOTAL BODY CROSSRAMP

ArmsChest

GlutealsQuadriceps

HamstringsCalves

SMARTRATE

0

WXYZ97

PQRS8

TUV

1 2ABC

3DEF

JKL54

GHI 6

MNO

OKOKOK

CH+

CH-

VOL+

VOL-

CHANNEL

A brand idea incubation company, Boomboom makes big ideas bigger. Richard Tait walked in our door, inspirational wall art in tow, with the idea for Boomboom and a need to communicate it to the rest of the universe.

We created a unique identity, website and all the collateral pieces a business needs to spread the word. Richard, who also founded & directed the growth of the game company Cranium, has the kind of creative intuition that makes Warhol look like a hobbyist. So we think it says a lot that he actively praises our designs.

Project list:Collateral | Identity | Website

The French make the world’s finest climbing hardware. Pick up a piece of Petzl equipment with your eyes closed and you just know. With a shared passion for gear, we took on the opportunity to help Petzl launch their new rope line.

Work included a brochure and new packaging to convey the premium craftsmanship and technical knowledge of their product. And it certainly didn’t hurt that we also got to photograph some of the worlds’ best hands for a series of ads featuring their climbing team.

Project list:Product Catalog | Packaging | Brand Ads

Petzl - Brand Ads; Packaging

The North Face is an all-encompassing hub of activity; supporting skiing, climbing, endurance running and hiking. And it just so happens that those are all on our list of favorite things. It’s an amazing thing to test the product that you create for; and create for them we have. From giving life to their tagline ‘Never Stop Exploring’ to developing brand ads aimed at vertical pursuits.

Project list:Brand Positioning | Brand Standards | Brand Ads | Event Promotion

The North Face - Brand Positioning

The North Face - Brand Ad; Brand Standards; Identity

PRODUCT DEVELOPMENT BRAND STANDARDS GUIDE

The North Face - Event Promotion

With sharpened pencils in hand, we’ve been lucky enough to sketch the faces of many brands. And when the sketch goes from napkin to computer, it’s the amazing skills of our designers that turn each into a tuned look of typography and image. It’s an inspired process that captures the true essence of our clients’ brands.

Project list:Brooks Running | Expedition: Kirkwood | Red Torpedo | North Cascade Heli

Identities

for use on black

for use on black

EXPEDITION: KIRKWOODLOGO OPTIONS

www.heli-ski.com

NCH_decal.pdf 11/7/08 1:46:29 PM

Kirkwood Mountain Resort | Motofi sh Photography | Tugboat Ventures | Boomboom Brands

Dave WhortonFounder

Mobile :

Fax:

Emai l :

Mai l ing Address :

..

Off ice : . .

. .

[email protected]

Cambridge Avenue � � � � � � � �Palo Alto, CA

Loida KnoxExecutive Assistant

Mobile :

Fax:

Emai l :

Mai l ing Address :

. .

Off ice : . .

. .

[email protected]

Cambridge Avenue � � � � � � � �Palo Alto, CA

Animals always sneak into a few of our designs. So when Bill Gordon asked for help to launch Red Torpedo, a UK-based mens fashion brand, inspiration came in the form of a rooster.

Since then we’ve built it all from scratch including packaging, website, direct mail catalogs, club promotions, fashion design and, of course, the collateral.

Project list:Brand Voice | Seasonal Catalogs | Websites | Blogs | Adverts

Red Torpedo - Packaging

Red Torpedo - Seasonal Product Catalog

Red Torpedo - T-Shirt Design

Red Torpedo - Website

Raleigh makes great bikes. They also value the aesthetic of their product. Insert the opportunity to create graphic applications for new Raleigh bike frames. And since we knew that the look of a product can sometimes have just as much purchasing infl uence as the technology, we went after this project with the creative turned on high. And now? Great bikes that look seriously cool.

Project list:Product Graphic

This Smart Car wrap was an exploration in design that felt a lot like a physics class. The measuring of angles, constant thoughts to application and the fact that this would be a moving billboard made for a challenging reality. It was yet another test of our industrial design prowess that we literally poked and prodded from every angle. The car left our hands for a 12-month tour, with a client that was so impressed he let us all take the fi rst test drive.

Project list:Brand Voice | Vehicle Graphics

Clif Bar - Vehicle Graphics

©2009 hammerquist & nebeker, llc | www.hammerquistnebeker.com

HAMMERQUIST & NEBEKER15230 NE 92nd StreetRedmond, WA 98052

Contact:Fred Hammerquistdirect: 425.285.3361cell: 206.953.1181email: [email protected]

Hammerquist & Nebeker 2009

Documents

Transcript of Hammerquist & Nebeker 2009