At the time we started working together, Duluth Trading Company had innovative products with compelling stories; they just needed help getting the word out. The work we developed has shown resonance and longevity beyond our wildest ambitions, helping Duluth grow from a $60M privately held company to an $800M omnichannel juggernaut.
Client
Duluth Trading Company
Agency
Planet Propaganda
Collaborators
Dana Lytle, Creative Director
Nate Theis, Designer/Animator/Visionary
Becky Behling, Account Manager
Objective
Help Duluth take the next step and grow beyond its roots as a credible Midwestern workwear company.
Solution
Harness the inherent uniqueness and cult appeal of Duluth’s approach and translate it into a brand every bit as compelling, likable, and indispensable as its products.
Necessity = Mother of Invention
Credit for this work goes to Nate Theis and the brilliant team at Planet Propaganda. I was fortunate to be part of the process. We were working with limited resources and a scrappy mindset; Nate did all of the animation, and we even did the audio on our own. I’m convinced that the limitations contributed to the potency of the work.
