2014 – 2016Sr Art Director,
Zoo York
By Year IDENTITY brand design Product Campaigns packaging passion projects FAilures
Unbreakable
Zoo York was established in 1993. About a decade in, the original founders sold the brand to Marc Ecko Enterprises.
I had started at Zoo York in this crossover period in the fall of 2004, where the brands core-skate reputation was legendary, but the business was soft.
I was brought in at a time when a new team was handed the reigns for a new generation of the brand.
The founders and their team were still there in the transition period after Ecko’s purchase. The founders finished their contract and went on to restart SHUT skateboards. The mantle was heavy to carry. We all had great respect for the brand they created, and did not want to see it lose any of its credibility under our watch.
It was an exciting time, when skateboarding and streetwear were merging into a a culture that we now take for granted to day.
Zoo York’s founding team had a truly unique POV in the world of skateboarding. True East.
This provided a foundation to analyze and codify the brand’s particular value in the eye of the consumer. Articulating Zoo York’s brand personality to our design team comprised of unique talent and diverse backgrounds was key to the success of keeping the brand authentic and relevant.
This approach offered consumers a broader assortment as an alternative to the expected West Coast skate and surf vibe.
Zoo York’s True East aesthetics and unique perspective helped scale it’s story for mass appeal.
6 years
12 Seasons
Hundreds of Graphics
Dozens of Custom Drawn Fonts
During that 6-year period, the brand’s revenue grew by 616% in the U.S. and 905% internationally.
Zoo York was positioned as the gritty action sports brand with international street-centric appeal. As part of the next phase of growth, Zoo York expanded its distribution into the mid-tier market, while maintaining its skateshop roots and specialty store sales channels.
Never losing sight of what made the brand unique, Zoo York continued to design limited-edition product capsules for their team of athletes and collaborate with globally-recognized artists and brands.
47% revenue increase
24% increase in royalty income
6% GM improvement
Brand license expansion from 3 to 7 (Hardgoods, Watches, Headwear, and Eyewear)
International distribution grew from
7 to 20 countries
Role:
I started on the brand design side of the business, creating sticker packs and print advertising layouts.
Within a few months of my start I jumped to the product team, where I eventually lead a team of graphic designers, responsible for the print-ables, Tshirt graphics, and patterns for the apparel line and hard goods programs.
The key to Zoo York’s magic was the tight storytelling and collaboration that happened between the product design team the marketing team and the sales team. We didn’t know to call it cross-matrixed a the time. It was just a creative environment, where young people had ideas and nothing was off limits to debate.
Lasting Impressions
The most amazing part of Zoo York was the entrepreneurial and creative environment. It attracted world class talent at the early stages of their careers. I was lucky enough to have been mentored by Kimou '“Grotesk” Meyer fr many of those years. I met my now business partner at Mythic Proportions, Chris San Juan.
And we were creatng, wtnessng and contributing to things like the start of Complex magazine, learned about marketing like usurping Barry Bonds record breaking baseball, Airforce one, and digital vandalism,
I worked along side people who became major players, founding their own brands like Opus Footwear, Norden Goods, Druthers NYC and more.
Teammates from my time at Zoo York have gone on to help significantly contribute to brands like, Nike, Specialized Bicycles, Thom Browne, LV, Calvin Klein, adidas, Under Armour, Figma and more.
Special Thanks To:
The Incredible Team I worked with during my time at Zoo York:
Marc Ecko & Seth Gerszberg
Owners
Marci Tapper
President
Chris San Juan
Vice President
Mark Nardelli
Seamus Deegan
Brian Mackin
Greg Waters
RB Umali
Sean Cronan
Marketing
Kimou Meyer
Creative Director
Pete Panciera
Dan Zvereff
Seb Gorey
Stephen Halker
Robert Lim
Sean Lawler
Adam Gianotti
Brian Woodward
Andre Page
Phallen Coyne
Designers
Mirko Mangum
Michael Stevens
Margot Moulton
Jessica Fede
Jacob Jordan
Sales
The entirety of the Zoo York Skate, BMX, Surf and Snowboard Teams
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