In 2003 Element Skateboards and Apparel was a small brand looking for explosive growth. They had a lot of really great assets, taglines, ideas, graphics and personalities but they had never organized them into one document to share with the world. “At the time, while working in-house, I began by digging into the archives, executing a brand discovery of sorts and pulled only the pieces that would help drive the brand for years to come on a global stage.” Says Chapter founder, John Alvino. “Once these were identified I went about refining them and organizing them into a more coherent brand narrative. Next, the book itself was designed for external partners, media and more, while an internal book was created for staff and international licensees. I later expanded this book for the brands yearly global brand meetings, keeping all internal and external partners, including Element retail locations, aligned as we pushed the brand ultimately over $100M.”