TRIGGER LAB STUDIO
Fast + Technical + Disrupt
OAKLEY came to Dave Parmley & Eric Ruffing, to see if we had any new & different approaches to their apparel graphics. The only edict was to say OAKLEY, wide open after that.
Our approach was to play up the speed & technology innovation aspects of the OAKLEY brand. We created what we call "speed" blurs as part of a tool kit of elements to create this collection. These speed blurs were to look fast, technical and somewhat futuristic, as these are what we feel the brand resonated. Once the tool kit was created we then made them interact and disrupt the recognizable OAKLEY "O" and type they use, as well as kustom type we designed, to create a new vernacular. Then sizing & placement of the artwork on apparel was done in a dynamic manner to continue the theme.