O’Neill, a brand born in the water, have been pioneering in the sports fashion arena since Jack O’Neill invented the wetsuit as protection for man from the ocean. But after years of development, O’Neill quickly realized that it’s now the ocean that needs protection.
Their many developments and initiatives in the area of ocean sustainability made them come to us with the task of creating a complete identity that would be used across all things related to O’Neill Blue: Ocean Mission and O’Neill Blue, the sub-range of their collection.close
Everything started with us diving into the O’Neill archives for design inspiration, before creating a definitive styleguide that encompassed the logo, colours, graphics identity and usage guidelines.
But O’Neill didn’t stop there, and neither did Flirt. Following the creation of the branding, we worked on the EXECUTION of multiple deliverables under O’Neill Blue: Ocean Mission, which continues every day.
Developing the right strategy and tone of voice for this side of O’Neill is extremely important, especially when talking about the topic of sustainability. Therefore everything we have done, from video script and treatment, to in-store communication has been inspired by the target group, the current global situation, and a graphical contemporary aesthetic.
From creating a sustainability report which can be used by their brand as part of their CSR communication, we embarked on collaborating across various PR initiatives including content creation for World Ocean day. We have also created a video concept and treatment for an O’Neill Blue video which explores the brand’s heritage and sustainability mission in a modern way.
One of the big results from this video in particular was the recognition it received from the global business. The video was posted to the company’s global Vimeo account, a platform typically reserved for ‘core’ company communication, symbolizing the global alignment achieved with this video and the various O’Neill divisions.