When Gramicci commenced work with Planet Propaganda, it was a proud company with a clear vision — but a brand that was getting lost in the shuffle. Designer Curtis Jinkins, CD Dana Lytle, account manager Michael Murray, and I were inspired by a Caribou record cover, a Whole Earth Catalog, and the messy, endearing, perfect-imperfectness of the outdoors as we developed this brand manifesto piece.
Client
Gramicci
Agency
Planet Propaganda
Collaborators
Dana Lytle, Creative Director
Curtis Jinkins, Designer
Michael Murray, Account Manager
Objective
Carve out a space for Gramicci to shine in the crowded outdoor recreational category.
Solution
Spotlight Gramicci as the rare outdoor brand that embraces and befriends nature rather than treating it as an adversary to be feared, tamed, or bested.
A strong foundation
This piece served as a rallying cry, establishing Gramicci as a brand with a clear point of view. The voice and visual approach served as differentiators and drove the brand forward, re-energizing Gramicci from within (and improving its performance in the marketplace).
When I first read this piece to the client, his response was simply, “Damn good words.” Which I consider damn good praise.
