Client
Services Provided
- Brand Identity
- Product Design
- Product Development
- Product Identity
- Product Packaging
- Product Strategy
- Research - Insight
Project Images
What They Said...
"I want that stick. I wanna be the first guy to use it. You just tell me when."
Mike Cammalleri
NHL PROFESSIONAL - MONTREAL CANADIENS
The Situation
As the technology leader and product backbone of the Easton stick business, the Stealth platform had become tired and too standardized, and was in need of a new energizing look.
The Opportunity
Re-think the positioning of the Stealth brand, and create a visual design that communicates this new positioning and re-establishes the Stealth platform as a technology leader in the space.
The Thread
Based on discussions with professional hockey players, we developed a design concept that stripped-away graphical distraction, and enhanced the players' visual concentration.
Inspired by militaristic stealth vehicles and applications, our design approach was to utilize black, tonal, matte, and gloss elements to "blend-in" with each other, producing an effective and sophisticated new look of "Stealth". The player’s shooting side of the stick is visually quiet and subtle, while the opposite side presents a distinct and recognizable color signature and displays Easton's brand clearly from a distance.
The Results
The new RS Stealth design has been recognized as a revolutionary design concept and technology leader in the space, and re-established the Stealth brand as the premier stick family in both the Easton portfolio and the category.
