Simple Shoes Launches New Model of Community-Driven Design Competition, Challenging Freelance Creative Professionals to Outperform a Creative Agency
Santa Barbara Sneaker Company Taps Creative Community on Behance.net to Refresh Brand Identity for 20th Anniversary
Simple® Shoes (a division of Deckers Outdoor Corporation (NASDAQ: DECK)), a Santa Barbara sneaker company, has launched 'Simple Shoes Identity Design Showdown: You vs. Our Agency,' a community-driven competition through Behance.net, the world's leading platform for creative professionals. The competition challenges the design community at-large to take on a full-service creative agency in the creation of a new brand identity for Simple. Founded in 1991, Simple Shoes will celebrate its 20th anniversary in 2011. "Simple has never really done things according to the status quo, so when we started thinking about giving our brand identity a facelift for our 20th anniversary, we wanted to shake things up a bit," said Will Pennartz, Simple's marketing manager. "We also want to see what the people who wear our shoes would come up with." "We kicked around a lot of ideas, but we always came back to the same question: is the agency model the only way?" continued Pennartz. "Back when Simple first started, the options for creative services were limited -- you either hired an agency or used in-house talent. We wanted to see what designers outside of our immediate circle would come up with to refresh our brand, but we respect the creative community and didn't want to encourage unpaid spec work." The Showdown: How it Works
Simple approached Behance, an online network where designers can share their portfolios, as its creative platform partner because of its reputation and respect in the industry. "Amidst the world of spec contests that seek free labor, Simple is looking for the best talent and is willing to pay for it," says Alex Krug, Vice President - platform for Behance. "Most crowd sourcing and spec contest initiatives take advantage of creative talent and fail to incent participants to do their best work. Simple's design competition is changing that. It's refreshing that a brand like Simple is thinking beyond the traditional model and is hiring talent based on the merit of someone's work. This model fosters collaboration in the design community and forces both the agency and designers to produce their best work." Simple has commissioned an expert panel to judge the creative entries:
Long time fans of Simple and full-service creative agency, One Trick Pony didn't hesitate when approached to participate in the competition as the 'Agency.' "By putting us on an equal playing field against the creative community at-large, even if we lose we'll still feel good about being part of this brilliant new concept. Our designers compete internally every day to have their concepts chosen by the client, so this showdown is a perfect fit for our agency," added Keith Pizer, a partner at One Trick Pony. "Companies have asked us to take part in crowd sourcing projects in the past, but Simple's competition is different in that it respects the creative process and designers working to make a living through their art." Simple will announce the five finalists on Oct. 28 at a gathering in its exhibition space in New York, located at 24 West 57th Street, Suite 601. The event will showcase the work of Greg Lamarche, Tyler Warren, Andy Holder, Scott Massey, Alex Weinstein and judges David Carson and Michael Halsband. The event is open exclusively to select community members, industry professionals and media. For additional information or to RVSP, please contact Alison Fisker at 503-223-5443 x113 or alisonf@r-west.com.
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