What is prAna?
In 1992, Beaver and Pam Theodosakis set out on a journey to make sustainable and stylish fashion for those who live active lifestyles. From a small garage in Carlsbad, California, their vision, values, and culture, using fruit crates to transport products, and cutting hang tags from repurposed paper, have been instilled in each step prAna has taken since those early days.
The brief:
Brought on without an in-house creative department in place, I quickly partnered with marketing leads to create a viable creative structure that could do more with less, transforming this climbing and yoga company into a modern, lifestyle apparel company with a mission to create clothes for positive change.
The solution:
I spent close to six years working on the overall visual manifestation & brand strategy of the prAna. From product to trade shows, pop-up launches, and 360º omnichannel campaigns, I was lucky to have a heavy hand in the creative direction of the business. The experience taught me some of the more valuable lessons of my career.
Defined, owned, and led prAna’s visual evolution, developing new brand standards, contributing to 4x growth and a $190 million acquisition by Columbia Sportswear
Collateral was rolled out across the website, paid social media ads on Facebook and Instagram, email, direct mail catalogs, in-store graphics, trade shows, office installations, and printed mailers.
Role: Film Direction, Brand Strategy, Photo Art Direction, Campaign Direction, Design Direction, Photography, and Design
"Chris puts his all into every project he takes on and it shows. He is incredibly collaborative and innovative with his direction. I've always appreciated how much he wanted to foster everyone’s talents and help the team achieve goals together." Sarah Kensell - Art Director
