Hanson Dodge Creative - Active Lifestyle Portfolio

2

hanSon dodge CreaTiVe
ACTIVE MINDS AT WORK
™

america’s leading brand experience design and technology agency focused
on the active Lifestyle Consumer. With more than 25 years of experience,
hanson dodge Creative delivers the sharp strategic focus and smart solutions
that keep our clients at the forefront of their categories.
Visit us online at hansondodge.com.

Hanson DoDge Creative ACTIVE MINDS AT WORK™
© 2008 hanson dodge, inc. all rights reserved.

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A powerful synergy of technology design
and brand experience. More strategic
than a design or interactive firm. Deeper
than an advertising agency.


BRAND experienCe 4

inspire (creativity)

Driving sales and building loyalty starts with
a simple philosophy: Involve consumers with solid involve (technology)
technology, inspire consumers with creativity and
encourage consumers through a sharing environment
Brand Experience
to immerse themselves in the brand experience.

Involve. Inspire. Share.
share (culture)


REpRESENTATIVE Clients 5

Actively leading
the way.
Ken Soliva

hanson dodge Creative works with some of the
TREK BADGE MARK: CMYK Color Variations (Red) ken_soliva@
(920) 478-
biggest brands in the outdoor and fitness categories,
helping them reach new audiences, embrace new
technologies and cement their position as leaders.
We can do the same for you.

Horizon Fitness Trek Bicycle Nike Cycling CycleOps

Eureka! ®
Saris Cycling Group Wisconsin Department of Tourism Old Town Canoes & Kayaks
®

President’s Council on Burton Snowboards Ocean Kayak ™
Wolverine Worldwide
Physical Fitness


HORIzON Case stuDy 6

The shape of success.

Through logical brand development, disciplined brand
management, breakthrough product design and smart
channel strategies, hanson dodge Creative helped horizon
Fitness muscle its way to a leadership position in the highly
competitive retail and big box arena.

Sales Training CD

Training Guide

Website


AFG Case stuDy 7

Rethinking specialty.

it’s only a specialty if the big box store doesn’t have it. With that in
mind, hanson dodge Creative partnered with horizon Fitness to
create the advanced Fitness group brand exclusively for specialty
stores. horizon started with a clean slate in order to rethink every
aspect of the user experience from ergonomics to programs and
displays. The result is a channel-specific line of unique products
that you can’t find at any big box store.

Catalog

Tradeshow Banners Website


MERIT/TEMpO Case stuDy 8

A grand opening.

horizon Fitness wanted to capitalize on an opportunity to provide
low-cost treadmills to mass market retailers, but didn’t want to
dilute the status of the horizon brand among its current sporting
goods retailers. So hanson dodge Creative helped horizon create
two product lines – merit and Tempo – that addressed the needs
of an audience looking for simple, affordable fitness equipment, while
giving the new brands unique looks and voices that clearly set them Merit Fitness Website
apart from the parent brand.

Tempo Website

Tempo Packaging


TREK Case stuDy 9

MYK Color Variations (Red)
Riding all the way Ken Soliva
ken_soliva@trekbikes.com
to number one. (920) 478-2191 ext. 12426

eighteen years ago Trek signed on with hanson dodge Creative,
looking for a partner to help take it to the next level. Trek is now
the biggest bike brand in the world.

Catalog Spread

Catalog Spread

Website – Bike Detail Page

Website – Feature Section

Website – Feature Section


TREK Case stuDy 10

Trek launches next-generation
technology in the all-new Madone.

The Trek team innovated virtually every aspect of their
elite racing machine to introduce the all-new madone,
the ultimate performance bike. our job was to help Trek
communicate a complex technology story while creating
excitement around a breakthrough new product.

Website – Home Page

Website – Secondary Page

Brochure – Spread


TREK Case stuDy 11

A whole new
way to ride.

RIDE AT YOUR SPEED

The bike market’s growth depends largely on getting
lapsed bikers back into the saddle. Trek’s Lime was
designed to reintroduce non-participants to the joys of
bike riding. hanson dodge Creative’s integrated product
launch program, including collateral, in-store support, pr,
promotions and a mini website, delivered strong results on
all key metrics – including the most important – sales. The
mini-site also won Best marketing Website recognition for
2007 from the Web marketing association. Promotional Support

Print Brochure

Point-of-Sale Display


JOHNSON OuTDOORS Case stuDy 12

The Spirit of Adventure.

Old Town Canoes & Kayaks
®
Ocean Kayak ™
Extrasport ®

over the past two years, Johnson outdoors Corporate has relied
on hanson dodge Creative to translate its brand position as the
leader in the outdoor experience. Working across the breadth
of the Johnson outdoors brands, we help channel the spirit of
the great outdoors through our work in print, web, promotions,
packaging and in-store experience design.

®

Necky Kayaks
®
Eureka!
®
Tech4o ®

Website

Humminbird ®
Escape ®
Carlisle ®

Annual Report


OLD TOWN CANOES & KAYAKS Case stuDy 13

Advancing tradition.

in addition to bringing new life online to this 100-year-old brand
through website redesign, hanson dodge Creative developed
an integrated program to relaunch the Cayuga kayak to appeal
to a growing market: beginner and intermediate kayakers.

Website

Feature Mini-Site
Point-of-Sale Media


JOHNSON OuTDOORS Case stuDy 14

Website


HuMMINBIRD Case stuDy 15

Clearly. Better.

humminbird’s promise of being simply, clearly, better wasn’t
exactly true about its website. in a complete site redesign,
hanson dodge Creative and humminbird worked together
to organize an incredible amount of required brand support
information within an intuitive and user-friendly interface.
plus an easy-to-use eCommerce platform made shopping
for products directly from them a reality.

Website – Home Page

Website – Secondary Pages


EuREKA! Case stuDy 16

For Life Outdoors.

Facing increased competition from high-powered brands
like The north Face, hanson dodge Creative developed a
brand strategy to speak to recreational and family campers,
and then translated that into branding tools, catalogs and
an engaging eCommerce website.

Catalog Cover Catalog Spread

Website – Home Page Website – Secondary Page


NECKY KAYAKS Case stuDy 17

Bringing enthusiasts
on board.
The Eliza.
™

Fits like your favorite
pair of jeans.

a smarter, more up-to-date web strategy and harder-hitting
ads from hanson dodge Creative helped necky Kayaks
strengthen its hold on the enthusiast market and get more
adventurers out on the water.

N

Imagine a kayak that feels so good you never want to get out of it.
That’s Eliza, the new women’s kayak from Necky. Its compact cockpit makes you feel secure and ﬁrmly
in control. And its balance of maneuverability and reduced drag will help you keep up with the guys.
Or just plain leave them behind. Find out more at neckykayaks.com.

NEW FOR 2007

Print Ad

Print Ad Website


OCEAN KAYAK Case stuDy 18

Laid back,
forging ahead.

ocean Kayak’s user-friendly “sit on top” kayaks were loved
by casual paddlers but its website was not. new web
and marketing strategies from hanson dodge Creative
capitalized on ocean’s laid-back appeal to introduce
kayaking to a broader market.

Website

Website – Secondary Page

Print Ad


THE pRESIDENT'S COuNCIL Case stuDy 19

Making fitness
a national focus.

With obesity rates rising to near epidemic levels,
hanson dodge Creative helped refocus attention on
fitness through a highly interactive web approach for
the president’s Council on physical Fitness. The site
strategy helped the president’s Council on physical
Fitness include not just america’s classrooms, but also
Corporate america and the media.

Website

Brochures

Posters


NIKE CYCLING Case stuDy 20

Taking Nike to
a whole new place.

For nike, one of world’s most recognized brands, cycling
remained unclaimed territory. Leveraging our years of
cycling industry experience, hanson dodge Creative
designed catalog and web-based programs that helped
nike enhance its credibility with serious riders.

Website

Catalog Cover

Catalog Spreads


WOLVERINE Case stuDy 21

up by its bootstraps.

Through the design of a more compelling web
experience, great lifestyle photography and engaging
online promotions, we’ve helped Wolverine resposition
itself as a head-to-toe lifestyle brand while retaining its
“relentless by nature” positioning.

Website


WOLVERINE Case stuDy 22

Engaging the consumer
with the brand through
online promotion.

Website – “Wolverine/Sports Illustrated
Swimsuit Edition” Mini-Site
Website – “I am Wolverine” Mini-Site


SARIS CYCLING GROup Case stuDy 23

positioned to lead.

extreme makeover, corporate edition. hanson dodge
Creative repositioned and renamed the former graber
Corporation, rebuilt and refocused its brands, helped it make
tough product-line decisions and helped it secure leadership
positions in each of its product categories.

Consumer Ad

Website

Packaging


WISCONSIN TOuRISM Case stuDy 24

The great escape.

The state of Wisconsin, a highly popular midwestern tourism
destination, engaged hanson dodge Creative to design
a more intuitive and dynamic online experience to meet
the information needs of a widely-diverse audience. The
Wisconsin Tourism site allows site visitors to determine
search criteria, whether by destination, activity or dates of
travel, and quickly guides users to relevant content. Behind
the scenes, a custom-designed content management system
interlinks all content to create the richest user experience
while allowing hundreds of content providers an easy-to-use
interface and tool sets to support their need to provide
ongoing refreshment of site information.

Website


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Custom product programs
our simple philosophy of inspire, involve and share
delivers the ultimate brand experience in our
propietary application-driven Custom product
programs. all great brands have an intimate
understanding of their archetypal consumer. a few
really great brands have figured out how to let
this consumer in on the product design process.
our Custom product programs have set a new
standard of customer involvement for clients like

inSpiring paSSion. Volkswagen, Burton Snowboards and Trek Bicycle.

deSigning LoyaLTy. Customers can go online and seamlessly specify
components, select product styling options and
completely personalize their product, enabling
them to express their love of a brand and their
unique personality simultaneously.

For brand lovers, it’s personal.
Custom product programs allow for the
emergence of brand champions. Capturing
the imagination as well as the hearts of these
champions is brand magic.

TREK pROJECT ONE Case stuDy 26

Trek project One.
Dreams materialized.

Trek wanted to give serious cycling enthusiasts the chance to
create their own dream bike – from components to paint.
Through project one, we helped those dreams materialize.

http://projectone.trekbikes.com

Website – Home Screen

Step 1 Step 2 Step 3


BuRTON Case stuDy 27

Turning 13 into
a lucky number.

Burton’s Series 13 custom board program, developed by
hanson dodge Creative, makes snowboarding’s hottest
brand the leading innovator in online product customization.
Launched to rave reviews and unprecedented response,
the first generation of Series 13 quickly exceeded all
sales projections. hanson dodge Creative continues its
partnership with Burton to keep the program fresh. Brochure

www.series13.com


Website – Custom Product Detail


VW Case stuDy 28

Dream It.
Build It. Buy It.

Working with Crispin porter + Bogusky, hanson dodge Creative
built a web system that allows VW fans to build the car of
their dreams in real-time 3d and then experience their car in
a personalized video. The system is being used for all new VW
models, helping convert web joyriders into real world buyers.

www.vw.com


Website – Secondary Pages


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Great by design.
Consumers expect great features in a product, but they fall in love with
surprising little details. our product styling team helps clients mine the nuances
of their brand’s core values to deliver product experiences that live up to the
consumer promise. From subtleties of texture and form, to usability, coloration
and graphic details, we help brands reward their consumers with delightful
product experiences.


pRODuCT STYLING Case stuDy 30

We helped Horizon Fitness Working in partnership with Burton
differentiate its treadmills through snowboards, we launched the series 13
product styling to gain entrance with custom board program – the first of its
individual retailers, such as the sports kind in the industry.
authority and Dick’s sporting goods.


pRODuCT STYLING Case stuDy 31

a Hanson Dodge Creative redesign of its as part of relaunching the Cycleops
entire snowshoe line helped sherpa notch a brand, saris Cycling group wanted to
50% sales jump year-over-year and opened make sure the styling of its products
doors for the brand with some of the leading matched their performance.
outdoor equipment retailers.


proCeSS oVerVieW
a passion in the making.

SERVICES & SOLuTIONS 33

Building deeper STraTegiC SerViCeS
Brand experience Strategy
relationships integrated marketing, pr and
through end-to-end promotions planning
brand experience. interactive, eCommerce and
emarketing planning
We deliver a fully integrated, wide range of Technology Strategy & architecture
strategic, technological and creative services.
at hanson dodge Creative, over 90 strategists, TeChnoLogy-driVen
designers, marketers, application developers and marKeTing SoLUTionS
artists deliver a level of synergy that few advertising proprietary Brand
agencies and design firms can offer. advantage Testing (online research)
™

Custom product programs
25 years of undeniable results for some of the
world’s strongest brands is the proof. Content management Systems
new media Services
Custom application development
eCommerce platforms
Third-party Vendor management
database design & development

CreaTiVe deSign SerViCeS
User experience design
information architecture
integrated online and
print Catalogs
print and online
Communications
advertising
interactive Sales Training
Brand identity progams
packaging and p.o.S.
product Styling


BRAND DevelopMent 34

The brand champion
continuum.
Moving from indifference to devotion.
True brand champions are made, not born. it’s a process
that requires discipline, dedication and careful attention
to every detail. and it’s critical to your success. Study the
diagram below. Where are you? Where do you want to be?

BRAND INDIFFERENCE BRAND AWARENESS BRAND INVOLVEMENT BRAND CHAMPIONS
CONSUMER CONSUMER CONSUMER CONSUMER
Let’s face it, they don’t Your target starts to Your target market starts buying Your customers become
know you at all. consider you. your product your best sales people.
CHANNEL CHANNEL CONVERSION CHANNEL CHANNEL
Totally o their radar. They’ll listen to your pitch. Actively purchasing. Considers you a vital
partner and recommends
ORGANIZATION ORGANIZATION ORGANIZATION your products.
You’re product-driven and You’re discussing the Your brand is more clear, its
your brand is a moving target. importance of branding. importance more accepted. ORGANIZATION
Employees live and breathe
your brand.

RECRUITMENT RELATIONSHIP

Initiate the brand story. Begin the brand-customer relationship. Fulfill the brand promise. Strengthen the customer relationship.
(how the brand presents itself / how the brand acts) (how the brand responds / what the brand does)


pROCESS overvieW 35

Winning the Active
Lifestyle Consumer.
process integration
your marketing and technology choices are boundless. your budget
isn’t. our clear process and professional management approach
enable our teams to work through the full range of issues you face
and build breakthrough programs with the greatest return for your
marketing dollar. put simply: the right brand positioning, the right
message and the right technology.

MEASURE, MANAGE &
DISCOVER RESEARCH ENVISION DESIGN BUILD TEST & DEPLOY
IMPROVE

SET UP PROJECT PRIMARY RESEARCH SOURCE DEVELOPMENT 1 1 SERVER CONFIGURATION 1 QA TESTING
CLIENT MEETING:
1
MANAGEMENT SPACE
1 1 SITE MAP & WIREFRAMES SETUP
1
POST-LAUNCH
(OPTIONAL) VENDORS

CLIENT MEETING: WEB TRAFFIC & CLIENT MEETING: 2 MAINTENANCE 2 EXECUTE
2 2
E-SALES ANALYSIS 2 FUNCTIONAL SPECS 2 DEPLOYMENT PLAN 2 MANAGEMENT PLAN
DISCOVER STARTUP VISION PRIORITIZATION CONTRACT

USER PROFILES/ TECHNOLOGY 3 USABILITY INTERACTIVE EXECUTE
3 DISCOVER REPORT 3 3 3 3 SITE LAUNCH 3
MAINTENANCE PLAN
PERSONAS RECOMMENDATIONS DEVELOPMENT

PROJECT REQUIREMENTS
4 SYSTEMS ARCHITECTURE EXECUTE
PROJECT 4 COMPETITIVE AUDIT 4 4 SCREEN DESIGN 4
4 RECOMMENDATIONS W/EXECUTIVE SUMMARY 4 DEBUGGING EMARKETING/PROMO PLAN
5 DESIGN CONCEPTS
REVISE PRELIMINARY CLIENT SATISFACTION
CLIENT MEETING: 5
CONCEPT WIREFRAMES
5 PROJECT SOLUTION 5 DATA POPULATION PLAN 5 MEASURE/MANAGE/IMPROVE 5
DISCOVER REPORT & ASSIGNMENT ASSESSMENT
5
PROJECT RECOS 6 CONTENT PLAN
6 RESEARCH REPORT & CLIENT MEETING:
RECOMMENDATIONS (RRR) 6 SOLUTION, REQUIREMENTS, 6 CONTENT DEVELOPMENT
TECH RECOS (IF APPLICABLE) 7 DISASTER RECOVERY PLAN
CLIENT MEETING:
RESEARCH REPORT & PRODUCTION STYLE GUIDE
7 7 PRELIMINARY PLANS MEASURE/MANAGE/IMPROVE 7
RECOMMENDATIONS 8 (OPTIONAL)
PLAN
AND BUDGET
8 DESIGN ASSIGNMENT TEMPLATE AND PAGE
8
9 REVISED PROJECT PLAN PRODUCTION/DEV’T

9
PRELIMINARY MARK-UP
10 DEVELOPMENT PLAN TEST

11 BUILD ASSIGNMENT 10
INTERACTIVE
INTEGRATION

11 FINALIZE QA PLAN client touchpoints

12
FINALIZE MEASURE/ iterative process
MANAGE/IMPROVE PLAN
(work-internal review-revise-
present, rinse and repeat)
13 HD INTERNAL REVIEW
internal briefs
CLIENT MEETING:
14
BETA SITE PRESENTATION

15
TEST & DEPLOY
ASSIGNMENT


RAVING Fans 36

“hd’ers, i spent a few more minutes on www.trekbikes.com “hanson dodge has delivered outstanding creative
and want to congratulate all of you for doing an amazing and has been a tremendously proactive partner, and a
job! on time, on message, on budget. now for the more real advocate for the horizon brand from day one.
heartfelt thoughts... i really appreciate your extra effort to Their dedication and passion for the work have been
pull this off. it means a ton to me and Trek to have such a integral to our phenomenal sales growth and new
reliable team of people in our camp. Thanks again for a job customer acquisitions.”
well done!” Mike olson
Derek Deubel Manager of product & Marketing
Marketing Director Horizon Fitness
trek Bicycle
“The overall consensus around here is that this is the best
“your commitment to Burton and this project is evident. annual report we’ve ever had because it truly reflects
i am impressed with how quickly you have come up to our vision as a company and its people. it is such a
speed and the quality of product you have generated.” pleasure to work with a creative team that ‘gets it.’
todd King
product Manager Boards Thanks for helping us out! Looking forward to doing it
Burton snowboards — series 13 Custom Board program again next year – of course, with a lot more lead time!”
Cynthia georgeson
“The impact of your branding program at Saris Cycling vice president of World Wide Communications
Johnson outdoors
group has been dramatic throughout the organization.
your work has helped bring long range goals near, for our
business and for our brands. new doors are opening and
sales are increasing.”
David Cathcart
Marketing Director
saris Cycling group


aMeriCa’s leaDing
BranD experienCe
Designers FoCuseD
on ConneCting
WitH outDoor- anD
Fitness-entHusiasts.

™
HANSON DODGE CREATIVE
ACTIVE MINDS AT WORKTM
220 e. BUFFaLo ST. miLWaUKee, Wi 53202

ph 414.347.1266 FaX 414.347.0493
hanSondodge.Com
or CaLL direCT:
DAWN FINNEGAN
Vp-STraTegiC deVeLopmenT
414.270.8353

Hanson Dodge Creative - Active Lifestyle Portfolio

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