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The Though Kitchen - Dedicated to Stirring the Pot

The Road to Relaunch: Part 3- Creative Assets

Posted by hal | July 28th, 2008 | Filed under Uncategorized

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A brand may be birthed by individual inspiration, or it may be the product of a small collective of like minded individuals. Reflecting the look and feel of a brand however, takes a village. In this episode, we want to shed some light on the network of contractors responsible for the process of creating the photographic reflections of our brand.

Marcus Swanson and his crew at Swanson Studio, here in Portland are the talents behind our studio photography (above left). Going into the studio allows us to show every detail of every product in a highly controlled environment. These guys are masters, blending artistic sensibilities with state of the art imaging technology.

When we head out into the field, we rely on a small group of shooters that can capture the experience of moving effortlessly between urban settings and the wild. Ben Moon, Daniel Sharp, Jimmy Chin, Tim Kemple, Gabe Rogel (shot on the right, above) and Anthony Georgis have been helping us to evolve our look and feel, each contributing their individual perspectives to form a mosaic of a more integrated outdoor experience.

Herding all these cats, both in the studio and out in the field, has been the job of our director of photography, Eugénie Frerichs. After Nau closed its doors last May, Eug took off for the U.K. She’s been cycling throughout England, Wales and Scotland. (Look for her photos in an upcoming post).
Luckily enough, we’ve been able to talk her back to Portland for a few weeks to help us work through the process of rebuilding our image program for Fall.

So now as we head into August, we’re sitting down with the folks above who’ve produced photos for Fall ’08, and just like the process with the factories and fabric partners we talked about in an earlier post, we’re hoping to purchase a selection of the assets that were produced. The shots above are samples of the great Fall imagery that you can expect to see in the coming months.

17 Responses to “The Road to Relaunch: Part 3- Creative Assets”

  • July 31, 2008 at 7:36 pm | Angel says

    Hi all, delighted to see that Nau will carry on.

    I have a strong recommendation for your future website… Please make sure that it is accessible to your users regardless of ability or disability. To be specific, a blind person should be able to use their screen reader software (such as JAWS or Window Eyes) to fully access all of the functions on your site. I am a fully sighted user and never tested your site with JAWS, but cringed a bit when I saw all of the Flash and wondered how a user who was unable to use a mouse and was dependent on the keyboard for navigation would order from your site. Don’t get me wrong – it is possible to make Flash accessible – but most developers don’t know how, or don’t bother.

    This isn’t just philanthropy (I’d be preaching to the choir anyhow!) but good business. Your customers have a variety of physical abilities brought on by age and other factors (baby boomers find that eyesight and hearing steadily diminish with age, and plenty of combat-wounded veterans still want to live active outdoor lifestyles). Generally speaking, when a site is more accessible to people with disabilities, the techniques that the developers used to make it accessible also render it far more user friendly to people who do not have any disabilities.

    Ok, off my soapbox – just an overall business suggestion. Feel free to e-mail me with any questions. Cheers and best of luck in partnership with Horny Toad!

    Angel

  • August 1, 2008 at 1:17 pm | marco says

    Great!…glad to se ur new site up and running. I have in the past liberated several of ur sweet clothings from u via/online shopping… and I stand by ur vision and tenacity…I look forward to ur new fall line…its what we wear!

  • August 1, 2008 at 6:39 pm | Ian says

    Angel,

    Thanks for your recommendation. When we re-launch the new site in October we will be moving away from the flash based front end experience. As you’ve pointed out, that should enhance the accessibility of the site and increase the sites performance for all users.

    Thanks too for your support, especially during this time of transition.

    Ian

  • August 2, 2008 at 11:45 am | tari says

    hi all -

    i just published a blog relaying news to my readers of nau’s happy resurgence, and want to make sure i got the facts right. would one of you review and confirm?

    thanks & welcome back!

    tari

  • August 2, 2008 at 11:56 am | tari says

    duh. here’s the blog address: http://gracestudio.wordpress.com/

  • August 2, 2008 at 11:53 pm | Christian Kaysen says

    Hi! Just wondering if there is going to be a new “Collective” along with the launch?

    Thanks!

    Christian

  • August 3, 2008 at 6:25 pm | Ian says

    Tari, I checked out your blog and left a comment. Thanks for your enthusiastic support!

    Christian, we intend to keep the “Collective” going although initially we’ll publish fewer stories on a monthly basis then we did in the past. We’re a bit smaller as we prepare for the October re-launch so we have to manage our resources accordingly. If you have any stories ideas, definitely let us know.

    Ian

  • August 3, 2008 at 11:54 pm | Marshall says

    My question is will you have a offering for winter sports…Snowboarding? I had to abandon your top line pants, but the jacket will make another appearance next season. I’d love to help you make the pants better :)

  • August 5, 2008 at 8:37 am | Julie Claire says

    Hello Nau folks,

    Can’t help but notice that you seem to be without a photography director. If you are looking for a replacement, I am most definitely interested!! I absolutely love both the values and aesthetics of your company, and am thrilled you found a way to stay in business. Who would I talk to about this, and where could I send a resume?

    many thanks,

    Julie Claire

  • August 5, 2008 at 4:39 pm | Juri Peepre says

    Hi Ian and the rest of the Snake River crew:

    Glad you had a great trip on the Snake River, even with the cool summer we have been having in the Yukon. It truly is inspiring country!

    I thought your blog visitors might also be interested in a new river guide book and natural and cultural history of the Peel watershed’s 8 premiere paddling rivers. To find out more about paddling the Snake and the rest of the fabulous Peel tributaries, check out http://www.yukonwildrivers.ca. Might help folks plan their own trip to the Yukon wilds.

    Thanks too for your excellent support of the ongoing Three Rivers conservation effort.

    Best regards,

    Juri Peepre

  • August 5, 2008 at 8:25 pm | eric says

    why’d you guys take your ordering site down? Are no products available for sale? When we work on site overhauls, we usually keep the main (old) one going until the new one’s ready to go.. unless you can afford to shut off the cash register for a month?

  • August 9, 2008 at 4:23 pm | Christina says

    Hi, I think we’re in the same boat as Eric. We missed your July 31 sale end date thinking it would only be the end of the sale, not possibly the end of some of our favorites. We’re still interested in picking up a few more items if you have anything left (I’m especially interested in picking up another pair of trous hers and a couple merino crews – I love that shirt!).

    Also looking forward to your return,

    Christina

  • August 11, 2008 at 5:22 pm | Ian says

    Christina & Eric,

    Its true. As of July 31 we temporarily stopped selling product at nau.com. The plan is to introduce our Fall 08 line in October. At the same time we’ll re-launch our new website so not only will you be able to purchase the latest product from Nau, you’ll also have a vastly improved user experience. The other thing we’ll be doing in October is beginning to distribute our product via a select group of retail partners in various locations across the country. The best way to keep abreast of these developments is via the Thought Kitchen or via our monthly digital newsletter, which we call Off The Grid. If you care to register to receive Off The Grid you can do so here:

    https://www.nau.com/register.html

    Eric, if you aren’t aware of the back-story regarding our current business transition you can check out the details on Treehugger:

    http://www.treehugger.com/files/2008/06/nau-outdoor-eco-clothier-is-back.php

    Thanks for your support and patience as we move through this transitional phase.

  • August 11, 2008 at 8:56 pm | Taunia says

    I, too am interested in purchasing a couple more merino crews. Where can I get them?
    Will they be available in October on the new website?

    Thanks.

  • August 12, 2008 at 12:53 pm | Ian says

    Taunia,

    We’ll have a variety of Merino pieces available in the Fall line including the merino crew.

  • September 12, 2008 at 6:40 pm | Charlie (In Seattle) says

    Nau is a hip joint that deserves to showcase its fashions in a hip way. Check out Animoto (www.business.animoto.com) and tell them Charlie Dealmaker sent you ;)

    Keep it Hip!

  • September 12, 2008 at 7:03 pm | Charlie (In Seattle) says

    :( Wrong link, try this: http://business.animoto.com/

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