Apropos - Graphic Design & Research Studio » Helly Hansen

Helly Hansen 04/05

Gareth — Fri, 01 Dec 2006 08:44:39 +0000

Evolved from the rectangular Helly Hansen logo, a field frame was taken as the graphic theme for the 2004/05 seasons. A field frame is a rectangular window cut into a piece of paper, which helps an artist concentrated on an isolated area. The frame could be round, square or rectangular, suitable for use in communication and on product.

Visual Language -

As last year, Apropos developed a visual language for product and communication which included a seasonal logotype, type style, photo brief and layout examples.

Print Style -

Print graphics were developed by Cinco incorporating the elements described in our visual language guide.

Product Graphics -

Simple graphic shapes were developed into repeat patterns for fabric prints. Elements from patterns were isolated and developed for use as product feature icons – Above: ideas for a women’s product icon – influenced by runic symbols.

Helly Hansen Sailing

Gareth — Sat, 23 Sep 2006 13:41:29 +0000

We worked closely with the Marketing Department at Helly Hansen’s head office near Oslo, mixing dramatic action photography with a second colorised image to create an energetic aspirational message. The Spring/Summer 2002 Sailing campaign was run in core market magazines, lifestyle titles and point of sale.

Helly Hansen Wintersports

Gareth — Tue, 15 Aug 2006 14:26:07 +0000

The Winter 2002 magazine campaign was built around the wintersports pro-team. Designs were produced for 5 skiers and 5 snowboarders. Photographer Ray Watkins was commissioned to produce a series of images in a documentary/reportage style. Riders are captured in their homes and other familiar locations, doing what they like to do out of season (campaign had to be created during the Summer). Portraits are accentuated with smaller an snow details. Helly Hansen is an authentic brand and we wanted to reflect this within the design. There is no copy line, just the rider name and brand. The images were combined in a layered style referencing photographic accidents and double exposures.

Helly Hansen 03/04

Gareth — Fri, 30 Jun 2006 14:54:55 +0000

Our brand work began in 2002 but this was the first of the full visual languages produced for Helly Hansen. The marketing team wanted to shift customer understanding of the company, as it made the transition from a technical to a lifestyle brand. Our brief was to appeal to a youth market without alienating the traditional client base. We based our proposals around a story with the working title of “Modern Craft”. Modern Craft simply meant “the best of the old with the best of the new.” It was a response to Helly Hansen’s innovative manufacturing tradition. Graphics included abstract patterns, derived from the construction/weave of textile materials both old and new.

Brand Development -

As part of the visual language we designed a cropped version of the Helly Hansen logotype. This was used on product and in advertising and other communication.

Visual Language -

Graphic from the visual language describing the Modern Craft aesthetic.

Advertising -

Magazine campaign created by Swedish agency Cinco following the visual language guidelines.

Wintersports Labels and Range Typology -

We designed various elements for product and print communication.
Above: Product labels and accompanying range typology.
Below: Advertisement for Lifa base-layer range.

Apropos - Graphic Design & Research Studio » Helly Hansen

Helly Hansen 04/05

Visual Language -

Print Style -

Product Graphics -

Helly Hansen Sailing

Helly Hansen Wintersports

Helly Hansen 03/04

Brand Development -

Visual Language -

Advertising -

Wintersports Labels and Range Typology -

Lifa Advertisement -