Gravity Defyer’s market is driven by catalog subscription and magazine advertising. For eight years I produced six to eight catalogs per year with new product copy lead stories and featured product art in every issue. I often served as both (and sometimes only) designer and copy writer throughout that time.
National magazine advertising with the life blood of Gravity Defyer. We continually retested different concepts, layouts and the placement of signature images to test outcomes. At least a dozen ads were customized weekly to publisher specs and delivered digitally.
“Busy” layouts won in drawing the most customer engagement and purchases from key demographics.
POINT OF PURCHASE DISPLAYS
In-store displays and promotions were delivered throughout the year to our many vendors. These included press kits, posters, shelf promotions, tags and custom displays.
MERCHANDISE AND PACKAGING
I was responsible for a wide range of product including the development of different sole designs (functional), upper designs and packaging.
WEBSITE AND ONLINE MARKETING
Netsuite, our chosen platform required a lot of customization. Before mobile took off, my designs were fixed width. Later designs took advantage of new responsive standards and integrated video or other technologies as web user and management focus changed.
Graviy Defyer was driven by the idea of “Footwear Technology”. We produced several iterations of both marketing (YouTube, Trade Shows, etc) and television spots both in-house and using vendors.
I had oversight of all production and post production tasks. I wrote the commercials. I was responsible for delivering the final edit (often through a vendor) and more often cut numerous variations myself.
TRADE SHOWS AND PARTNERSHIPS
Our appearance at trade shows throughout the development of the brand as well as in store displays, billboards and every other element went through me.