working inside the minneapolis agency olson, i spent two months breaking down the last 5 years of work done for their premiere hockey brand bauer. olson has maintained this business for over 10 years, they know the brand inside and out. they brought me in to help give a fresh perspective, and develop an internal toolkit to guide their work from concept to production. we ended up tackling two approaches.
- one: to bank on the rich history that only bauer can own in the sport. their roots stem back to the very beginning of blades to boots breathing life into the game. since then they have continued to hold the integrity of hockey to heart. bauer is hockey, always will be. this is a docu-style approach. the cold. raw and sweaty reality of the game.
- two: to bank on bauer's constant innovation. to look forward into the future, where will they take this sport? what does the sport look like inside the mind of a 17 year old high school athlete? what does it feel like?