BRAND: REEF
ROLE: SENIOR ART DIRECTOR

INCREASING CONNECTION
TO PURPOSE WITH EMOTIONAL
STORYTELLING 

CHALLENGE: Our objective was to create a global campaign to amplify the REEF brand and feature REEF products across all channels. A key focus was to make sure people meeting REEF for the first time understand and feel connected to our purpose – Feel the Fun, Freedom, and Spirit of the Beach. We collaborated with one of the founders to reinforce authenticity and center the visuals on the original REEF Dream story.

WHAT WE MADE: Global Omni-Channel Campaign, Brand Guidelines, TV Commercial, Photography, Video, Product Launches, Packaging, Retail, Signage, Digital, Social, Paid Media, Sales Meeting.

CAPTURING THE FEELING
YOU GET WHEN YOU
SLIP ON A PAIR OF REEFS

SOLUTION: Our Find Your Feel campaign brought the REEF Dream to life showing our audience up close and personal exactly what makes REEF Ridiculously Comfortable. We focused our imagery on authentic lifestyle stories featuring real people with strong connections to our brand and purpose. We created a 30-second brand-focused commercial for streaming TV, and 15-second product-focused videos highlighting day-in-the-life usage occasion stories.

We defined a concise guide to our brand including strategy, messaging, visual guidelines, and marketing campaign look and feel that united the global teams around one clear vision and direction.

We carried our campaign focus of authentic storytelling into our product marketing across spring and summer highlighting key product launches and online storytelling. We focused on real stories that highlight a uniquely REEF perspective on life always highlighting fun, freedom, and the spirit of the beach.

TAKING REEF TO NEW HEIGHTS
AND GROWING SUCCESS
ACROSS THE BUSINESS

RESULTS: Our creative rolled out globally creating strong brand recognition and a renewed interest in REEF. We achieved a greater focus on emotional brand storytelling while generating a ridiculous amount of high-quality content driving our direct-to-consumer efforts to a brand-leading sales result. Not only did we generate millions of impressions, but we also created heightened demand leading to repeatedly selling out key products. In addition, we saw REEF cement its place as the No. 1 sandal in the surf/action category!