![]() "Their longstanding support for local amateur surfers is invaluable, and with a reinvigorated commitment to professional competition - including longboard - we're looking forward to what will be an incredible showcase for all of the talent right here in Hawaii." "We're so excited to be partnering with Local Motion once again," said Robin Erb, WSL North America/Hawaii Regional Director. The beloved local contest will be the first event of the 2023/24 Hawaii/Tahiti Nui QS season, and will also be the first time that the event includes professional longboard competition. ![]() Video: Kalani Minihan / Mike ChlalaĪ South Shore tradition since 1985, Surf Into Summer returns as a WSL Regional QS 1,000 event after a six-year hiatus, following the return of QS competition to Ala Moana Bowls in 2022. ![]() He's wearing the identity and the keychain in his pocket has it on too.The iconic venue plays host to the highly-anticipated return of Local Motion Surf Into Summer Qualifying Series action June 12 - 19. Mike Madlener took time off from school to drop by the studio and do his thing. The promotional posters were still there in 1997. Surf industry, we achieved a unique and commanding look. In the pre-computer era, this saved considerably on production costs but more importantly in the highly visual The collages were photographed with a 4x5 camera and separated directly to film. The ads were dimensional collages assembled from xeroxed typography, live action and studio shots. Since we couldn't compete on star appeal, we decided to make their personal idiosynchrocies "live large." We interviewed the various surfers, photographed them in the studio, and then built them into an ad series. Local Motion couldn't afford the Michael Jordans of the surf scene but had built a quirky stable of classic and up andĬoming surfers. The program got throug to the hard core surfers, the key audience in building a credible surf brand. On a big day at Ala Moana you'd always see a few surfbugs with the hang tags taped in the back windows. We printed the hang tags in many different colors on a variety of papers. The brand identity was put to use in every conceivable way, in the stores as display, on watches, key chains, hang tags, towels, clothing, decals and whatever else it could stick to. The program was successful, profitable and managed to win numerous awards. The advertising featured team riders in radical ads that clearly stood out from the competition in the visually competitive surf magazines. We carried it out by emblazoning a broad array of products with the four promotional symbols and a consistent message: "Original Hawaiian Beachwear". The branding strategy provided a direct link to the birth of surfing. Hawaii is the Mecca for surfers and our solution was to drive home the concept that Local Motion is a hard core Hawaiian surf company. In the surf industry especially, credibility and market share begin with acceptance by the hard core surfers. Companies all over the world jumped on the bandwagon and Local Motion needed to respond. Local Motion was a growing international brand when surf clothing started to reach one of its cyclical peaks. How do you grow your brand when "Hawaiian beachwear" is being made in Italy by wannabees?
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