Design / Digital / Packaging / Photography / Print / Strategy

SLACKERS had a challenge in that by using the word itself as a logo, it communicates the “less than positive” connotation of the defined word vs an outdoor activity that uses the weight of Slack to perform extraordinary physical activity on their Slacklines, ZipLines and NinjaLines (monkeybars effect using slacklines with loops that hold obstacles to navigate across.) Our first solution introduced the logo image that showcases the literal slack caused by weight and add Extreme Outdoor Adventures in the lockup. We then began working with Product Development to help with developing new color palettes on product, branding and new product testing and innovation as we looked at also redefining the brand to the retailer and consumer.