OluKai
We Are Navigators
Art direction and design for OluKai’s seasonal campaign, “We Are Navigators.” Rooted in the ancient celestial maps developed by Polynesian sailors, the campaign honored the rich history of wayfinding in Hawai‘i. Inspired by the idea of navigation, we wove these traditional mapping techniques into the visual language, paying homage to exploration and cultural perseverance.
The OluKai logo icon, a Makau fishing hook, symbolizes safe passage over water — an idea echoed in the celestial maps that guided early voyagers. This concept came to life across print ads, out-of-home billboards, event branding, lifestyle and product photography, catalogs, and consumer brand books.
Archipelago Companies
Category
Art Direction, Graphic Design, Book Design, Print, Photography, Campaign, Book, Catalog, Apparel&Footwear, Surf&Skate, Lifestyle
Year
2013
Captions
(1) Campiagn hero ad; (2) Campaign research & concept; (3,4) Ancient celestial map and graphic rendering; (5) Campaign graphic language relized; (6) Product ad; (7) Out of home campaign graphics; (8) Single page ad; (9) Out of home campaign poster graphic; (10) Campaign hero ad; (11) Out of home campaign graphic; (12) Out of home campaign poster graphic; (13) Event poster design; (14) Celestial map graphic renderings; (15-19) Studio product photography; (20) Catalog cover; (21-26) Various catalog pages and spreads; (27) Campaign concept exploration image; (28) Consumer brand book covers; (29-36) Various consumer brand book pages and spreads; (37) Campaign concept language; (38) Campaign hero ad.
Specs
CATALOG (66 pages, 8.5x11”) Offset printing 6/4 on uncoated paper stock (cover) and uncoated/coated matte paper stock mix (interior), perfect bound. CONSUMER BRAND BOOK (16 pages, 5x8”) Offset printing 4/4 on uncoated paper stock, saddle stitch binding.
Credits
(Art Direction, Design) Michael J. Salter for Rent Control Creative; [with] (Creative Direction) Matt Lindauer; (Design) Serena Chang; (Photography) Dustin Humphrey (lifestyle/location), Mark Aimerito (product/studio)