How did your partnership with Hyperlite begin?
We’ve been working with Hyperlite since 2012, I think. What started out as a few graphics has now turned into an entire line. Things sort of just kept rollin’ as the products were so well-received. After a few successful years, I took over the brand creative direction and now consult on everything from photoshoots, to marketing, to print and product.
Can you tell us about the aesthetic you’ve developed for Hyperlite?
We’re always trying to elevate and innovate creative designs that embody our clients’ amazing products and ideas. Hyperlite's brand has always been innovative, inclusive and fun. We're focused on showcasing technology while always embracing the latest trends in color, pattern and art.
What’s inspiring your work for Hyperlite right now?
Inspiration comes from everywhere. The current line continues to be inspired by surf and skate culture and we try to distill that vibe into everything we do for them. It's more relatable and authentic, particularly as a hardgoods “board” brand. After a rebrand a few years back to give them a fresh modern clean aesthetic, we’ve really been focusing on consistency. We want the brand to not only be recognizable and legible from afar, but also to come across as on-trend, sophisticated, and bold enough to be timeless.
Do you have a favorite product or campaign you’ve worked on for Hyperlite?
Not sure if there’s a favorite project we’ve worked on - there’ve been so many cool ones. It's always fun to push the envelope every year and continue to lead and innovate toward the future of wakeboarding or surf. Working closely with their marketing department, team riders and product engineers is what makes our design process so successful.
How has the outdoors influenced your work?
As a PNW lifer, being passionate about getting outside and sharing it with friends and family has always been part of my core values. It's where you reset your mind, channel inspiration on the chair lift, or find a color palette on the coast surfing the straits. It all makes its way into our work one way or another.
Can you tell us a little bit about Mystery Made?
Mystery Made is not just a creative agency, but also a PNW-inspired men's clothing boutique and art gallery within our space. It's an eclectic selection of curated men’s goods mixed with estate sale finds - and a few bar stools - and it’s a great spot to hear some good tunes and get introduced to great brands. From brand platforms to logo work to marketing collateral - we're always eager to experience something new and help build up brands. Reach out if you’re looking for some creative!