Sundance – Concept 1

Situation: Sundance established in 1969 is one of the nation’s premier specialty catalog Challenge: Develop a brand strategy that changes the perception, increase subscription and purchase rate among a urban|city customer. Role: Strategist and designer Results: • New logo, design layout and photography style expresses one of 3 ways chosen to embrace the urban customer while at it’s core the catalog is 100% sundance. • The photographic images selected are from a mix of various u.s. and european monthly publication and photographer’s portfolios. each image was specifically selected to express a new way of stylistically & visually represents the brand-the new west