The Directive Collective +1 647 802 3472 www.directivecollective.com
A Member of Richard Kuchinsky Directive Creator Group
The Directive Collective — Studio Portfolio & Services Guide
Richard Kuchinsky carrying on business as “The Directive Collective” Ontario Business Registration No. 843796590
The Directive Collective 31 Brock Avenue Studio 105 Toronto Ontario M6K 2K9 Canada
info@directivecollective.com +1 647 802 3472 www.directivecollective.com
Richard Kuchinsky carrying on business as “The Directive Collective� Ontario Business Registration No. 843796590
A Member of Richard Kuchinsky Directive Creator Group
Richard Kuchinsky Directive Creator
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Contents & Services
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The Design Process
The  Key  to  a  successful  product  design  and  development  is  a  structured,  well-Âformed  design  process
010 Design Management & Strategy
Strategic  Planning  of  integrated  creative  activities,  management  of  resources,  schedule,  and  targets
012 Brand Building & Identity Design
Emotional  Storytelling,  logo  and  identity  design.  Your  brand  is  more  than  your  logo,  it’s  your  personality
014 Product DNA Creation
Visual  Design  branding,  product  streamlining,  line  planning  and  range  development
016 Concept Design
Product  innovation,  exploration,  form  development  and  functional  solutions
020 Development
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024 Graphics & Marketing
Visual  communication  of  brand  and  product  concepts,  packaging,  hangtags,  sales  tools,  POS  and  retail  design
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SKORA  SS12  Premier  Collection. Minimal  Running  Footwear,  featuring  an  innovative  use  of  materials,  design  and  practical  features
The  Directive  Collective  +1  647  802  3472 www.directivecollective.com
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The Directive Collective
,WœV HDV\ WR WKLQN D FUHDWLYH SURMHFW LV DOO DERXW PHHWLQJ GHVLJQ WLPH EXGJHW DQG PDUNHW QHHGV %XW WKHUHœV PRUH $OO SURMHFWV SOD\ DQ LPSRUWDQW UROH LQ WKH VWUDWHJLF GLUHFWLRQ RI D EUDQG FRPSDQ\ RU SURGXFW 1RW MXVW SURGXFW GHVLJQ 1RW MXVW JLYLQJ ³FUHDWLYH GLUHFWLRQ´ IRU RWKHUV WR GR WKH ZRUN EXW being  creatively  involved  in  all  aspects  of  the  product  to  focus  the  direction  of  the  brand.  This  is  The  Directive  Collective.
Unlike  most  footwear  design  consultants  that  only  provide  raw  design,  The  Directive  Collective  offers  integrated  product  and  brand  design  services.  Because  of  our  unique  integrated  approach  to  design,  branding  and  GHYHORSPHQW RXU ZRUNĂ€RZ FDQ PD[LPL]H WKH HIÂżFLHQF\ RI UHVRXUFHV WR deliver  a  comprehensive  package  of  results  in  minimal  time. We  work  with  our  clients  to  learn,  understand  and  develop  their  brands  through  a  strategic  creative  process.  From  initial  strategic  planning  FRQVXOWDWLRQ WR ÂżQDO VSHFLÂżFDWLRQV WKH PRVW LPSRUWDQW GULYHU LQ RXU work  is  the  development  of  a  cohesive,  branded  approach. A  full  selection  of  services  are  available  either  as  a  custom  package  or  LQGLYLGXDOO\ GHSHQGLQJ RQ WKH VSHFLÂżF FOLHQW DQG SURMHFW QHHGV :KDW makes  The  Directive  Collective  unique,  is  the  integrated  and  strategic  approach  to  all  aspects  of  the  product  creation  process. :KLOH PDQ\ GHVLJQ RIÂżFHV KDYH D VHW PHQX RI VHUYLFHV RU SUH SDFNDJHG solutions,  we  prefer  to  carefully  craft  a  bespoke  approach  for  each  client  WR NHHS SURMHFWV IRFXVHG RQ NH\ JRDOV DQG WDUJHWV )URP VWDUW XS EUDQG WR PXOWLQDWLRQDO VSRUWVZHDU JLDQW ZH FXVWRP WDLORU HDFK SURMHFW EULHI to  provide  a  balance  of  creative  and  strategic  services  that  is  in  keeping  ZLWK WKH IRFXV DQG GLUHFWLRQ RI WKH EUDQG DQG LQGLYLGXDO SURMHFW Working  in  tandem  with  existing  in-Âhouse  resources,  suppliers  and  product  lines,  The  Directive  Collective  will  ensure  a  smooth  product  LQWHJUDWLRQ DQG KDQG RII RI ÂżQDO GHOLYHUDEOHV DQG VDPSOHV We  can  also  develop  brands  from  the  ground  up,  establishing  new  business,  creative,  and  positioning  strategies  and  product. For  each  unique  problem  there  is  an  unique  solution. Â
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hummel  8.4  PIO  FGX  (SS2008  Collection)  presents  technical  performance  in  a  contem- porary,  unique  package  with  the  use  of  specially  developed  chrome  graphite  Italian  synthetic  material
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The Design Process The  key  to  successful  product  design  and  development  is  a  structured,  ZHOO IRUPHG GHVLJQ SURFHVV 6SHFLDOL]LQJ LQ DQ LQWHJUDWHG VWUDWHJLF GHVLJQ SURFHVV 7KH 'LUHFWLYH &ROOHFWLYH HIIHFWLYHO\ PDQDJHV DOO SURMHFWV IURP design  brief  to  production  with  a  single  vision  of  creative,  branded  focus. Â
7KH 'LUHFWLYH &ROOHFWLYH VSHFLDOL]HV LQ SURYLGLQJ FUHDWLYH SURFHVV management  to  match  available  time,  budget  and  resources  goals.
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Sample  multiple  collection  planning  sched- ule  used  to  coordinate  integrated  creative  activities  and  resources
From  concept  design  to  branding,  technical  development,  graphic  design  and  marketing,  we  provide  all  services  as  a  part  of  a  well- managed,  integrated  approach.
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Positioning  analysis  board  used  to  determine  the  placement  of  the  concept  in  relation  to  competitors’  and  consumer  perceptions Â
03
Concept  Renderings
Starting  with  the  creation  of  an  overview  schedule  and  planning  tool,  an  integrated  creative  problem  solving  process  is  further  developed  in-Âsync  with  related  sales,  marketing,  design  and  development  departments.
FOLLOWING  PAGE  —  Conceptual  sketch  process  exploring  sculptural  forms  and  non- traditional  branding
Throughout  the  creative  process,  sketches,  technical  drawings,  SUHVHQWDWLRQ PDWHULDOV DQG SURGXFW VDPSOHV DUH HIÂżFLHQWO\ PDQDJHG XVLQJ SURSULHWDU\ SUDFWLFDO SODQQLQJ WRROV DQG VWDQGDUGL]HG PHWKRGV In  addition,  thanks  to  our  extended  Collective  network  of  global  creative  professionals  we  are  able  to  draw  upon  fresh  resources  on-Âdemand  for  DOO W\SHV RI VSHFLDOW\ SURMHFWV WHFKQLFDO QHHGV DQG FKDOOHQJHV
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Design Management & Strategy Strategic  planning  of  integrated  creative  activities  includes  management  of  UHVRXUFHV VFKHGXOHV DQG WDUJHWV 6WUDWHJLF 3ODQQLQJ LV WKH ¿UVW VWHS LQ HQ- suring  a  consistent,  branded  image  and  focused  footwear  design.
Before  any  creative  design  activities,  it  is  important  to  outline  and  determine  an  appropriate  brand  and  product  strategy. The  Directive  Collective  uses  product  and  brand-Âfocused  techniques  to  guide  the  product  design   process. :RUNLQJ ZLWK WKH FOLHQW WR ÂżUVW GHWHUPLQH WKH VWUDWHJLF JRDOV RI D SURMHFW collection  or  brand,  we  guide  strategic  planning  to  ensure  that  product  briefs,  brand  messages  and  related  goals/targets  are  on  track. Through  the  development  of  a  unique  strategic  plan  in  connection  with  product  or  brand  design  activities,  we  can  ensure  that  a  cohesive  message  is  communicated  and  executed  across  categories,  media  and  product.
01 01
Target  market  positioning  was  used  to  develop  3  “characters�  on  which  the  basis  of  the  “Jeg  har  Karakter�  concept  was  created
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A  collection  of  vintage  hummel  styles  SURYLGHG WKH LQVSLUDWLRQ DQG LQĂ€XHQFH IRU cross-Âcategory  product  design  and  develop- ment  in  keeping  with  the  DNA  and  position  of  the  hummel  brand  across  both  lifestyle  and  performance  markets
The  Directive  Collective  +1  647  802  3472 www.directivecollective.com
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Brand Building & Identity Design Emotional  storytelling,  positioning,  logo  and  identity  design. Â
The  Knowledge  Cotton  Apparel  project  in- cluded  the  initial  brand  positioning,  brand- ing  (name),  identity  (logo  and  wordmark),  all  corporate  ID  elements,  packaging,  website  design,  marketing  communications,  POS,  as  well  as  selected  apparel  graphics.
Branding  is  more  than  logo  design  and  application.  But  we  can  do  that  too ,Q FRQMXQFWLRQ ZLWK SURGXFW GHVLJQ DQG PDUNHWLQJ VWUDWHJLF EUDQGLQJ FDQ drive  a  consistent  product  message  that  positions  a  product/brand  to  the  consumer  with  targeted  accuracy  and  communicates  a  strong  emotional  and  valuable  proposition..
—  www.knowledgecottonapparel.com
:H VWDUW DOO EUDQGLQJ SURMHFWV E\ LGHQWLI\LQJ FRUH EUDQG YDOXHV DQG determine  a  brand  architecture  that  can  apply  to  all  product  and  creative  work.
01
Website  design
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Knowledge  Cotton  Apparel  logo  and  Wordmark
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Corporate  Identity  and  Label  Kit
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Trade  Show  Invitation,  in  the  form  of  a  vin- tage  book  cover  and  contents,  echoing  the  brand  drivers  of  Knowledge  and  Heritage
Brand  Creation  (BC)  —  New  brand  development  focused  on  establishing  a  foundation  of  brand  message  and  identity.
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Brand  Extension  (BX)   —  Leveraging  of  an  existing  brand  to  further  establish  a  presence  in  a  new  product  category  or  market  segment. Brand  Development  (BD)  —  Management  and  evaluation  of  an  H[LVWLQJ EUDQG WR IXUWKHU IRFXV RU UHGH¿QH D EUDQG RU SURGXFW message  and  position.  02
100% ORGANIC WOVEN COTTON Brand Overview
100% ORGANIC COTTON KNIT 82MM
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The Knowledge Cotton Apparel brand name and trademark have been carefully designed to communicate our passion for open, honest, respectful and sustainable values. Our focus is the design and production of contemporary men’s fashion apparel that considers quality, history and sustainable principles above all else. Knowledge We aim to both capture and share the knowledge we find in our pursuit of the best organic material and practices available. Our foundation is the knowledge of our own history and experiences. Likewise we hope to enable a greater exchange of ideas, education, and enlightenment for the benefit of our products, our consumers, and our Earth. Cotton Cultivated and processed into fabric for more than 7000 years of human history, Cotton is one of the oldest and remains one of the most important materials in our lives to this day. Cotton fabrics offer superior breathability, wearability, washability, and comfort. At the same time, conventional cotton farming practices are one of the most water-intesitive and pest-sensitive crops across all types of agriculture. Thus, our choice to use only high quality, 100% Organic, sustainable
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Š 2007 Knowledge Cotton Apparel A/S
Wholesale
Privacy Policy
Site Credits
Brand History Knowledge Cotton Apparel is built on over 37 years of family experience in design, innovation, responsible environmental practice, and passion for quality. These fundamental standards remain at the core of our business philosophy today. In 1969 Jørgen Mørup founded J.Mørup Stof fabric mill. At the time, the factory mill was located in a small former firestation in central Jytland, Denmark and production was focused on a personal commitment by Jørgen Mørup to producing only a limited selection of unique, high quality, Cotton sportswear textiles. Over time, while fashion, industry and technology have changed, the foundation of Jørgen Mørup’s commitment has remained. Today, J.Mørup Stof is a leader in the development and manufacturing of 100% Organic Cotton knitted fabrics of unsurpassed quality and is one of the largest Organic Cotton producers in Northern Europe. Jorgen Morup remains the owner and director of J. Mørup Stof.
T +45 70 20 90 31 F +45 70 20 99 31 M +45 23 72 68 34 Nystedvej 11, Herning 7400 Denmark
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Mads Mørup, Managing Director ma@knowledgecottonapparel.com
Nystedvej 11, Herning 7400 Denmark
Mads Mørup, son of Jørgen Mørup is the Founder of Knowledge Cotton Apparel. Continuing the family legacy and principles established by his father, Mads has created Knowledge Cotton Apparel in respect for his own history and tradition with a new vision for sustainable quality and design to pass on to future CARD FRONT Nystedvej 11, Herning 7400 Denmark
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The  Directive  Collective  +1  647  802  3472 www.directivecollective.com
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Site Credits
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Product DNA Creation
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Visual  design  branding,  product  streamlining,  line  planning  and  range  development.  Product  DNA  Creation  ensures  the  personality  of  the  brand  is  captured  in  all  product  creation  efforts  and  is  presented  in  a  consistent,  creative  and  focused  manner. Â
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'RHV \RXU SURGXFW UHÀHFW \RXU EUDQG HYHQ ZLWK WKH ORJR UHPRYHG" 'RHV \RXU EUDQG UHÀHFW \RXU SURGXFW" Product  DNA  Creation  considers  any  new  designs  in  the  context  of  past,  existing  and  future  products.  In  this  way,  brand  values  and  design  language  are  carefully  preserved  and/or  moved  forward  for  strategic  purposes. Establishing  and  maintaining  a  consistent  Product  DNA  is  key  to  ensure  consistency  in  design  across  different  product  ranges  and  communicate  branding  clearly  to  the  consumer.  In  addition,  a  solid  DNA  and  product  feature  matrix  can  used  to  quickly  bring  new  products  to  market  by  combining  existing  concepts/DNA  with  focused  innovation  and  design. In  developing  Product  DNA  both  physical  design  signatures  are  VWDQGDUGL]HG DV ZHOO DV HPRWLRQDO SURGXFW YDOXHV EHWZHHQ DQG DFURVV different  categories.  The  resulting  DNA  formula  and  product  matrix  thereby  enables  new  products  to  be  created  using  existing  family  DNA.  This  enables  increased  market  acceptance  and  leverages  key  marketing  concepts  across  multiple  categories  for  improved  revenue  opportunities. A  well  formed  Product  DNA  looks  at  all  branded  products  as  related  members  of  a  family  and  creates  component  genes  and  personalities  that  can  be  expressed  and  shared  across  categories  and  markets.
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hummel  6.4  PIO  FGX  (SS2008  Collection)  combines  heritage  style,  performance  speci- ¿FDWLRQ DQG OLIHVW\OH VHQVLELOLW\ HFKRLQJ WKH distinct  DNA  of  the  brand  and  relating  to  other  product  collections.  Shown  top  right  is  the  original  vintage  boot  that  provided  pattern  inspiration  for  the  6.4
The  Directive  Collective  +1  647  802  3472 www.directivecollective.com
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Concept Design Product innovation, exploration, form development and functional solutions. Concept design brings the design intent and problem solving aspects of the creative process to the forefront through sketches, renderings and technical exploration.
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PowerQuantum ION Concept Sketch Exploration
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 Overview  of  the  development  process  from  presentation  rendering  and  material/color  VSHFL¿FDWLRQ WR WHFKQLFDO GUDZLQJ DQG PROG prototype  review,  upper  pattern  correction FOLLOWING  PAGE  —  Power  TH18  Outsole  technical  drawing
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Graphics & Marketing Visual communication of brand and product concepts, packaging, hangtags, sales tools and retail graphics. Graphic design services help communicate the product and brand to the consumer and effectively position the product for retail sales.
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&HUWL¿FDWH RI $XWKHQWLFLW\ FDUG GHVLJQHG IRU the Limited Edition Premium 6.4 PIO FGX
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Per Invitation Only hangtag communicates the unique personality and perspective of WKH SHUIRUPDQFH OLIHVW\OH SURGXFW LQ D ¿UVW person text written “by” the product itself
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Per Invitation Only envelope and letter included in the packaging materials adds a personal touch and connects the user with the brand
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hummel 6.4 PIO FGX packaging offers a unique, high value presentation of the product and additional accessories FOLLOWING PAGE — Power Floor Stand, hummel Catalogs, Power POS Graphics
Graphic Design and Illustration services take the product to the next level. Tuned to manage the entire sales/consumer experience, we can deliver all product graphics, packaging, POS, catalog and accessory branding and communication to ensure the whole is greater than the sum of its parts.
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About The Directive Collective is a new footwear and brand design consultancy focused on providing complete strategic solutions from concept to production and implementation.
Richard Kuchinsky is the Principal, Owner and Directive Creator of The Directive Collective. With an extensive experience of over 8 years in the footwear industry and a total of almost 600 days in Asia, he has driven the creative design and development process focused on integrated branding and innovation. Most recently, Richard was Footwear Department Manager for hummel International A/S based in Aarhus Denmark and is credited with developing the Footwear Product DNA Strategy and company-wide “Character” concept. www.hummel.dk
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Awards
Arena
2007 Volvo SportsDesign AWARD Nominee, Personal Design, at ISPO, for hummel 8.4 PIO FGX
Arena Homme+ GQ
2006 Silver Papyrus Award for hummel 2007 Football Catalog design/printing
FHM Euroman
Richard is also the creator of First Pullover, the premiere industry footwear resource blog offering a unique insight and perspective to the design/ development process from footwear concept to production. ZZZ ¿UVWSXOORYHU FRP
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2005 Nominee for Footwear Collection of the Year, Global Sportstyle Award, ISPO 05 2005 Nominee for Designer of the Year, Global Sportstyle Awards, ISPO 05 2001 LG Electronics Design Competition, Honorable Mention, connecTOUCH 2001 Life By Design Competition sponsored by Dupont Canada, Finalist, THIN Kettle
Mann
Together with an international Collective of creative professionals and specialty technicians, The Directive Collective offers integrated design and branding services to the footwear and lifestyle industries.
Sportsfan
Richard (and The Directive Collective) are based in Toronto, Canada and work with an international selection of clients, colleagues and suppliers.
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Press - web Viewed holistically, our services are designed to overlap and compliment your needs to provide D VHDPOHVV ZRUNÀRZ
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hummel 8.4 PIO FGX
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hummel 4.2 PIO FGC
Core77 Studio Bullits
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hummel Sørensen
Core77 Blog
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hummel Neilsen
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hummel Henning
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hummel Jacobsen
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hummel Jacobsen
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hummel Jacobsen Monogram
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The Directive Collective +1 647 802 3472 www.directivecollective.com
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The Directive Collective 31 Brock Avenue Studio 105 Toronto Ontario M6K 2K9 Canada
info@directivecollective.com +1 647 802 3472 www.directivecollective.com
Richard Kuchinsky carrying on business as â&#x20AC;&#x153;The Directive Collectiveâ&#x20AC;? Ontario Business Registration No. 843796590
A Member of Richard Kuchinsky Directive Creator Group
Richard Kuchinsky Directive Creator