The Situation
RVCA had been producing the VA Sport Collection for many years but they had never creating a guiding document and specific copy, beyond taglines, to speak to the program as a whole. As the athleisure and sportswear space continued to grow in popular culture, the demand for VA Sport was increasing, particularly internationally and at big box retailers like department stores. In order to guide the growth of the segment as well as communicate the ethos, positioning and visual aesthetic of the brand, a brand book was needed.
The Work
For the project we created the initial strategy for the book, created the pagination and skeleton, wrote copy and designed the final book + product catalog. The final book communicates the point of view, positioning and product for the VA Sport division of RVCA, helping both global partners and domestic retailers understand the brand as well as how to properly communicate it to their customers. By working with the in-house team at RVCA and utilizing our years of working with the brand we were able to distill a complex business segment into a simple narrative.
