Shred Ready Helmets
Because rocks hurt
Shred Ready is a helmet company based in Auburn, AL. They make helmets for water sports, particularly kayaking. At the beginning of 2007, the company decided to re-design their logo and created a new helmet. I did their marketing for the entire 2008 year, which included the launch of the new helmet, called The Standard. Here is a collection of some of the work.
These were the first ads we did pre-launch of the new helmet.
Splash pages were made in preparation for the Outdoor Retailer Tradeshow. Shred Ready’s tagline was “Because rocks hurt,” so we created the idea of letting us help you overcome your fear of rocks.
With a bloody head and full kayak gear on, our grateful friend, Berto, roamed the halls of the Salt Palace getting his picture taken being filmed daily as people didn’t know what to think. Many more than expected did manage to come by the booth and discover what his purpose was and he sort of became an unofficial celebrity being “that guy with the cracked skull.”
Print campaign for 2008, post helmet launch, was also used as in-store displays.
becauserockshurt.com was created out of a conversation about graphics for the new helmet. It’s a website that is dedicated to art on helmets. In order to find the perfect graphics for the new helmet and also a way to celebrate the launch of the new helmet we decided to send 50 helmets out to artists nationwide and have them create their own unique art on them. We planned a series of galleries throughout the next year at various artistic and kayaking driven events. Logos, t-shirts, screen printed posters and tons more were put together for these events. Sales from t-shirts and posters and portions of the helmets are all benefiting the American Whitewater Foundation.
