31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
Richard Kuchinsky Directive Creator
— Portfolio
A Member of Richard Kuchinsky Directive Creator Group
2 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
Richard Kuchinsky Directive Creator It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just creative design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand. This is Directive Creation.
A Member of
A Member of Richard Kuchinsky Richard Kuchinsky Directive Directive CreatorCreator Group Group
Richard Kuchinsky Directive Creator
02
03 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
CONTENTS
04
BRAND BUILDING Emotional storytelling, logo and corporate identity design, Product DNA development
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DESIGN MANAGEMENT Strategic planning, project and team management, executive leadership and creative direction
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DESIGN & DEVELOPMENT Creative product design and development, from conceptual sketching to pattern review and technical drawing
010 THE DIRECTIVE COLLECTIVE
Focused on providing complete strategic creative solutions from concept to production and implementation
024 FIRST PULLOVER / CORE77
Footwear design/development blog and educational resource, forum moderation and content contribution
018 HUMMEL INTERNATIONAL A/S
Footwear Director, responsible for product design and development management, leadership creative
050 POWER ATHLETICS LTD.
Senior Designer, Product Line Manager for all athletic and lifestyle product design and development, branding
01
hummel 6.4 PIO Old School FGX (SS2008 Collection) combines heritage style, performance specification and lifestyle sensibility. Shown top right is the original vintage boot that provided pattern inspiration for the 6.4
A Member of Richard Kuchinsky Directive Creator Group
01
Richard Kuchinsky Directive Creator
04
05 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
BRAND BUILDING In conjunction with product design and marketing, strategic brand building can drive a consistent message that positions a product/brand to the consumer with targeted accuracy and communicates a strong emotional and value proposition. DNA
Indoor
Old School
As a part of an integrated, strategic approach to design, a brand’s history, identity and position in the market are taken into consideration along with product design goals and targets. This ensures that a consistent, cohesive message is communicated and executed across categories, media and product.
Football
PIO Fashion
An example of this is the “Jeg har Karakter” (“I have Character”, in Danish), brand statement created for hummel International in collaboration with marketing, and sales teams. Developed initially to position only the footwear product, this concept has since been extended to become the underlying brand statement/tagline for hummel (“Character since 1923”). The brand concept is based on an appeal to the consumers’ identification of themselves as a “character”, in combination with the underlying “character” of the product and hummel brand and heritage.
Teamsports
Lifestyle
Teamsports
Lifestyle
01 01
Target market positioning was used to develop 3 “characters” on which the basis of the “Jeg har Karakter” concept was created
02
A collection of vintage hummel styles provided the inspiration and influence for cross-category product design and development in keeping with the DNA and position of the hummel brand across both lifestyle and performance markets
A Member of Richard Kuchinsky Directive Creator Group
02
Richard Kuchinsky Directive Creator
06
07 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
DESIGN MANAGEMENT Design Management includes the strategic planning of integrated creative services, management of resources, schedules, budgets and targets. In addition, team management and collaboration is facilitated, encouraging taskbased performance, creative exploration and personal development.
Starting with the creation of an overview schedule and planning tool, the creative problem solving process is further developed in-sync with related sales, marketing, design and development departments. Throughout the creative process, sketches, technical drawings, presentation materials and product samples are efficiently managed using practical planning tools and standardized methods. The management of a design team involves leadership by example, team collaboration, and the communication of team goals both internally and externally to promote a shared vision, cohesive workflow and strong working relationships.
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Sample multiple collection planning schedule used to coordinate integrated creative activities and resources
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hummel 8.4 PIO FGX (SS2007 Collection) offers top performance materials and features while offering a unique premium lifestyle characteristic with gold details and laser etched monogram pattern
A Member of Richard Kuchinsky Directive Creator Group
02
Richard Kuchinsky Directive Creator
08
09 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
DESIGN & DEVELOPMENT Footwear Design and Development concerns the exploration of new creative directions, technical innovation, and both formal and functional solutions. From sketch to sample the design intent must be directed and communicated via a variety of media and tools including sketching, CAD, modeling, presentations and review.
Concept Design focuses on providing design solutions and technical innovation. A wide variety of creative directions are explored and all product elements communicated through sketches, illustrations and specifications ready for prototype development. Footwear Development encompasses all aspects of taking a product concept to production; sourcing, prototype development and review with suppliers in Asia, technical product solutions, production review and confirmation. With extensive experience in production factories and interaction with key suppliers, the development process includes; last development and measurement, sizing and fit standards, pattern/colorway review, photo/sales samples coordination, prototype and production tooling as well as costing and material specification.
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A first pullover sample is reviewed and the pattern is corrected to better match the desired design intent
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Overview of the development process from presentation rendering and material/color specification to technical drawing and, mold prototype review, upper pattern correction
A Member of Richard Kuchinsky Directive Creator Group
02
Richard Kuchinsky Directive Creator
010
011 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
THE DIRECTIVE COLLECTIVE THE DIRECTIVE COLLECTIVE — Principal/Directive Creator Jan 2007 – Present Founder and Creative lead of a progressive new design consultancy, providing strategic solutions from concept to production and implementation. The Directive Collective is focused on footwear and lifestyle product with integrated brand design and realization. — www.directivecollective.com
Unlike most footwear design consultants that only provide raw design, The Directive Collective offers integrated product and brand design services. With a unique integrated approach to design, branding and development, The Directive Collective offers a workflow to maximize the efficiency of resources to deliver a comprehensive package of results in minimal time. Working with a variety of clients from start-up brand to multi-national sportswear company, The Directive Collective works with all clients to learn, understand and develop their brands through the creative process. From initial strategic planning consultation to final specifications, the most important driver in our work is the development of a cohesive, branded approach. Offering a full selection of services, available as either as a custom package or individually, depending on the specific client and project needs, what makes The Directive Collective unique, is the integrated and strategic approach to all aspects of the product creation process. Each project brief is developed to provide a balance of creative and strategic services as well as business recommendations that are in keeping with the focus and direction of the brand and individual project. Working in tandem with existing in-house resources, suppliers and product lines, The Directive Collective operates to ensure a smooth product integration and hand-off of final deliverables and samples.
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hummel 8.4 PIO FGX (SS2008 Collection) presents technical performance in a contemporary, unique package with the use of specially developed chrome graphite Italian synthetic material FOLLOWING PAGE — Conceptual sketch process for the design of a collection of men’s lifestyle and high fashion footwear
A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
014
015 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
UMBRO — Concept Design The Umbro Diamond Pro concept project was targeted to create “...a more organic approach to technology and styling. Quirky, passionate and pure. A lightweight product that functionally and visually moves the perception of the brand....utilizing the latest lightweight materials combined with vibrant colors and graphics that appeal to a younger audience.” To address these key drivers an inspiration of “Sculptural vs. Structural” approach was developed along with alternative branding and a strong “down-field” visual identity. 01
“Sculptural” forms mood board provided the inspiration for this concept project
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Positioning analysis board used to determine the placement of the concept in relation to competitors’ and consumer perceptions
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Final presentation renderings
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Final presentation rendering FOLLOWING PAGE — Conceptual sketch process exploring sculptural forms and nontraditional branding
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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019 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
KNOWLEDGE COTTON APPAREL — Brand Design & Graphics A new start-up Organic Cotton clothing brand based in Denmark, Knowledge Cotton Apparel was created on the back of family traditions and heritage going back to 1969. The Knowledge Cotton Apparel project included the initial brand positioning, branding (name), identity (logo and wordmark), all corporate ID elements (business card, letterhead, etc.), packaging, website design, marketing communications, POS, as well as selected apparel graphics.
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Website design, guides the user through the brand history and position via a “zoom” interface that allows the user to intuitively explore the depth of information presented
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Knowledge Cotton Apparel logo and Wordmark
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Corporate Identity and Label Kit
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T-shirt graphics
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Trade Show Invitation, in the form of a vintage book cover and contents, echoing the brand drivers of Knowledge and Heritage
— www.knowledgecottonapparel.com
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100% ORGANIC WOVEN COTTON
82MM
100% ORGANIC COTTON KNIT
50MM
50MM
Brand
Gain Knowledge. Take Action. Earn Respect.
Contact
© 2007 Knowledge Cotton Apparel A/S
Organic Cotton
73MM
Collections
M
15MM
Wholesale
82MM
Privacy Policy
Site Credits
Brand Overview 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.
T +45 70 20 90 31 F +45 70 20 99 31 M +45 23 72 68 34 Nystedvej 11, Herning 7400 Denmark
T +45 70 20 90 31 F +45 70 20 99 31
Mads Mørup, Managing Director ma@knowledgecottonapparel.com
Nystedvej 11, Herning 7400 Denmark
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
CARD FRONT
A$ LETTERHEAD
03 Contact
© 2007 Knowledge Cotton Apparel A/S
Wholesale
Privacy Policy
CARD REAR
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. 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
Contact
© 2007 Knowledge Cotton Apparel A/S
Wholesale
01
Privacy Policy
Site Credits
04
A Member of Richard Kuchinsky Directive Creator Group
05
Richard Kuchinsky Directive Creator
020
021 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
MOXIE TRADES — Brand Design & Graphics This project explored the re-branding and positioning of an existing footwear brand targeted to women in the trades (i.e. construction, general contractors, etc.).
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Identity Design Concepts showing a variety of vintage inspired and contemporary branding directions
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Corporate Identity Concepts
03
“Pin-Up” sketches based on vintage silhouettes, combined with modern, strong female inspiration
Based on the name selected by the Client (Moxie Trades), a somewhat retro and strong, sexy, female identity was explored to echo the confident feel of the brand and create and image that would stand out in a traditional, mass market construction retail environment (e.g. Home Depot). The proposed identity directions were designed to offer both professional credibility, an element of lifestyle, and appeal to a younger, more ‘hip’ consumer.
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02
A Member of Richard Kuchinsky Directive Creator Group
03
Richard Kuchinsky Directive Creator
022
023 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
ETONIC — Concept Design Designed in conjunction with Hager Design, The Directive Collective was responsible for the outsole design of this technical performance runner for Etonic.
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Final Illustrator rendering of design concept. Upper design and illustration by HagerDesign, Outsole by The Directive Collective
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Preliminary Upper and outsole concept sketches exploring a wide variety of styling directions
The Etonic Komodo was designed to address the needs of a larger, conservative, mid to high mileage runner looking for a neutral plush cushioning product. The final design concept features a combination blown and carbon rubber outsole with a dual density CM EVA midsole, integrated TPU shank and additional DRP heel plate technology. Additional cushioning is provided by a bottom loaded RCS heel insert and top loaded RCS forefoot pad.
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02
A Member of Richard Kuchinsky Directive Creator Group
Richard Kuchinsky Directive Creator
024
025 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
FIRST PULLOVER/ CORE77 FIRST PULLOVER — Founder July 2005 – Present Footwear Design/Development blog, offering a unique industry insight and perspective through revealing the behind-the-scenes methods and processes, from footwear concept to production. — www.firstpullover.com CORE77 — Moderator and Contributor Footwear, design employment, projects and portfolio forums. — www.core77.com The First Pullover design/development blog was created as an educational resource for both aspiring footwear designers, and industry professionals, alike. It has been featured on TrendHunter, Core77, Luxist, Business Week Design (online), Josh Spear Coolhunting. All content is 100% original and free for all users. As a moderator and contributor for the Core77 forums, I provide guidance, mentorship and professional advice to a wide range of design students and users across a number topics and forums.
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First Pullover content includes technical articles such as “how a last is made”, in addition to design-process tutorials, trend forecasting photos and step-by-step overviews of production practices and methods
A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
026
027 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
HUMMEL INTERNATIONAL A/S HUMMEL INTERNATIONAL A/S — Footwear Director May 2004 – February 2007 Directed all creative and strategic activities to coordinate development and production of performance teamsport (football/indoor) and lifestyle footwear products. — www.hummel.dk
Responsible for all product lines and business unit P&L (Profit and Loss) including design, development, sourcing, production and costing. Established hummel footwear DNA and product best practices, reporting directly to CEO. Responsible for all department resources, schedules and budgets, in liaison with marketing and sales departments to meet sales and time targets, create and plan new product launches and develop support materials. As Department Director and direct supervisor for all footwear design and development staff, I managed all personnel to effectively collaborate on team projects and further lead staff reviews and evaluations. As acting Creative Lead, I executed the design and development of top projects across all product categories, including flagship styles worn by sponsored football and Indoor athletes and product featured at the International Handball Federation World Cup, Germany 2006. In addition, was responsible for all product development and sourcing/ costing. Approx. 160 days/year experience in Asia. Key branding direction accomplishments include the repositioning of hummel footwear through the creation of a unique Product DNA, and branding tagline (“Jeg har Karakter” — “I have Character”, in Danish).
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hummel FW2006 Per Invitation Only collection combines strong brand elements (chevron patterns, Bee logo monogram) with minimal contemporary designs and premium materials that reference the heritage and history of the brand in both sport and lifestyle categories
A Member of Richard Kuchinsky Directive Creator Group
01
Richard Kuchinsky Directive Creator
028
029 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
INDOOR 2006/7 — Footwear Design & Marketing The hummel Indoor Collection and Catalog design were developed to address a consolidated product and brand communication objective. The 11.1 PIO (Below/Right) is the flagship top performance model of the hummel Indoor 2007 Collection. Completely new (last, upper, and outsole tooling), the 11.1 PIO design was created to offer ultimate fit and indoor-specific performance. The construction features a revolutionary new integrated system design. Each part (upper, sockliner, shank, midsole, outsole) fits into the other parts to create a total fit performance benefit greater than the sum of its parts. Upper uses a nylon webbing heel lock system and combination of high quality leather and high-abrasion resistant nylon mesh materials.
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hummel 11.1 PIO, a premium performance model designed to offer the ultimate in fit
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Indoor 2006 Collection catalog. This complete communication tool links footwear product, sponsorship, teamsport textiles, and branding objectives to present an emotional and technical story
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Sketch exploration and concept rendering of the hummel 11.1 FOLLOWING PAGES — hummel 9.3, 7.1 (FW2006 Collection), 11.1 outsole technical drawing, Indoor 9.1 sketch exploration
Responsibilities included all product concept design and development in addition to catalog concept, design, layout and graphics.
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
CM EVA MIDSOLE DOUBLE LASTED NOTE ALLOWANCE FOR UPPER LASTING MARGIN
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036
037 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
FOOTBALL 2006/7 — Footwear Design & Communications How do you compete against the multimillion dollar marketing campaigns of Nike, and Adidas? You don’t. The hummel Football 2006/7 product and marketing concept focused not on professional sponsored athletes, teams or the usual sports buzzwords of “faster, stronger, better, etc”, but rather on more unique elements of individually, style and fashion combined with performance.
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Graphic design of hummel Technologies logos and feature/performance matrix
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Graphic design, logo and layout for Pittards Goat Skin Leather hangtag, a collaborative marketing effort communicating the performance benefits of this new material
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Sketch page designed for hummel/Pittards Goat Skin Leather advertorial
GRIP
OUTSOLE
MIDSOLE
LINING
UPPER
COUNTER
The 8.4 PIO FGX (following page) was nominated for the Vovlo SportsDesign AWARD at ISPO 2007.
VAMP
QUARTER
VAMP
SOCKLNR CNTR
MIDSOLE
OUTSOLE
The 2006 line successfully set new standards for the hummel football category, increasing average selling prices 16%, reducing SKUs by 67% vs. 2005 while maintaining total volume and expanding the retail distribution of all top-end models.
Limited Edition hummel 6.2 PIO Concept FG (SS2006 Collection) was strategically developed to leverage a new position for performance footwear embracing lifestyle and fashion concepts
FOLLOWING PAGES — hummel 8.4 PIO FGX, 4.2 PIO FGC (SS2007 Collection) FIT
SUPPORT
DURABILITY
CUSHIONING
BREATHEABILITY
STABILITY
Key innovation drivers in the design and development of this collection included new material exploration, including a close collaboration with Pittards Leather PLC in the research and development of WR Premiership Goat Skin Leather.
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hmlFIT
DURIUM
3Di
DYNAsymm
hGRIP
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GOAT SKIN LEATHER In cooperation with Pittards Leather, hummel International is proud to introduce Pittards WR Premiership Goat Skin leather specially developed for outstanding football boot performance. hummel International is the first brand to introduce this exciting new material in Football boots. Compared to Kangaroo and Bovine (cow) leather, Goat Skin has a unique fiber structure that gives it natural superior abrasion resistance and breathability. This natural abrasion resistance is further enhanced by a special combination of high performance polymers, silicones and waxes, Pittards eNamelFlex. Applied by process technology this treatment ensures high strength, flex and abrasion properties. High abrasion resistance
Optimum softness
Permanent water resistance
Excellent sweat resistance
Enhanced Grip
Unique breathability
WWW.PITTARDSLEATHER.COM PITTARDS PLC SHERBORNE ROAD, YEOVIL SOMERSET BA21 5BA ENGLAND WWW.HUMMEL.DK HUMMEL INTERNATIONAL A/S KRAFTCENTRALEN, SØNDERHØJ 10 DK-8260 VIBY J, AARHUS DENMARK
Surface Removal
(abrasion resistance)
GOAT SKIN LEATHER
WR Premiership K-Leather Standard Leather
Synthetic
CYCLES SURFACE REMOVAL %
100%
WR PREMIERSHIP In addition to the natural performance characteristics of goat skin, Pittards applies a water resistant treatment to every fiber of the skin which limits water uptake into the fiber structure keeping the boots light and ensuring they dry soft. Although water is prevented from getting in, perspiration is still wicked away from the source and will not destroy the fiber structure, yet the skin is still breathable, flexible and highly abrasion resistant.
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A Member of Richard Kuchinsky Directive Creator Group
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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041 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
FOOTBALL 2008 — Graphics & Packaging Design This limited edition, premium packaging for the retro-inspired 6.4 PIO FGX was designed to add higher perceived value to the product and effectively communicate the personal, “by invitation only” marketing concept to the target consumer. Along with a custom-designed box with foam insert, the retail package included a credit card-like Certificate of Authenticity, and personalized “invitation” letter to the consumer which introduced them to the product and extended a personal connection to the brand via a direct hotline to the hummel Design Group.
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Certificate of Authenticity card designed for the Limited Edition Premium 6.4 PIO FGX
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Per Invitation Only hangtag communicates the unique personality and perspective of the performance/lifestyle product in a firstperson 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
Responsibilities for this project include footwear design and development, marketing brief and proposal as well as all product/packaging graphic design and layout.
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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043 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
SPORT FASHION — Footwear Design & Branding The hummel Lifestyle Sport Fashion product line consisted of two entirely new collection concepts; Old School, and Per Invitation Only (PIO). The PIO collection was developed to strategically advance the growth and market position of hummel footwear. Unknown in the lifestyle footwear market, this exclusive collection was developed to gain credibility and brand recognition through distribution in sneakershops and high-end fashion boutiques, globally. Using premium materials and a design focus on the unique hummel branding elements (bee and chevron logos), this collection combined sports and lifestyle influences to capture the essence and heritage of the hummel brand.
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hummel Handball Super GK (Left), based on an original vintage handball style (Right)
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hummel Nielson (FW2006 Per Invitation Only Collection) combines teamsports heritage and lifestyle elements as well as multiple variations of branded signatures in an integrated Product DNA FOLLOWING PAGES — hummel Limited Edition Henning, Jacobsen, Jacobsen Camo Pittards, Jacobsen Monogram, (all PIO FW2006 Collection), “Hunny Dunny” sketch exploration page
The Old School footwear collection was built on an existing concept already very successful (#1 by volume and sales turnover) in the sportfashion apparel category for hummel . This footwear collection was developed to strategically capitalize on this success to quickly increase volume and product exposure in the lifestyle footwear market. Products were designed for mass-market appeal with authentic heritage details and silhouettes, targeting both key retail accounts already purchasing the apparel collection and new distribution channels through footwear-only shops.
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A Member of Richard Kuchinsky Directive Creator Group
Richard Kuchinsky Directive Creator
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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051 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
POWER ATHLETICS POWER ATHLETICS — Senior Designer / Product Line Manager (Athletic Sport/Sport Lifestyle), August 2001 – March 2004 Creative Direction, design and development of an International product line of athletic footwear. Design responsibilities included trend forecasting, footwear design, graphics, and development. Approx. 200 days/year experience in Asia. Management of Junior Design team, line building, design briefs, and liaison with key accounts. (Responsible for 2 collections per year, approx. 600 SKUs annually) — www.powerfootwear.com Responsible for all athletic performance and lifestyle product as well as management and direct supervision of the Design and Development team (3), this leadership role was focused on creating a wide-ranging cohesive collection of product for multiple international markets, reporting directly to the VP/GM. Product categories included Running, Training, Fitness, Cheerleading, Outdoor, Court, Football, Sandals, Kids and Sport Fashion. Leadership activities also included presentations to upper management, communication with key buyers, hiring, recruitment and HR review.
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Power Technology logos designed in 2001 to communicate the performance characteristics of the product and increased perceived value are still in use today
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Power Resolve aqua trail shoe combines lightweight performance and the benefits of both a trail runner and open sandal FOLLOWING PAGES — Sketch exploration page, Power Keep, Beyond, Point (SS2004 Collection), TH18 Outsole technical drawing
A Member of Richard Kuchinsky Directive Creator Group
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Richard Kuchinsky Directive Creator
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Curriculum Vitæ 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
Curriculum Vitæ +1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
Richard Kuchinsky Directive Creator
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
PREVIOUS EXPERIENCE
It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just creative design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand. This is Directive Creation.
SKILLS
BRAND BUILDING AND CREATIVE DIRECTION Focused on creating effective integrated brand and product synergies through branding development, product design DNA creation and applied multi-disciplinary planning.
EDUCATION
HUMMEL INTERNATIONAL A/S Footwear Director May 2004 – February 2007 Directed all creative and strategic activities to coordinate development and production of performance teamsport (football/indoor) and lifestyle footwear products.
POWER ATHLETICS LIMITED Product Line Manager (Athletic Sport/Sport Lifestyle), Senior Designer August 2001 – March 2004 Creative Direction, design and development of an International product line of athletic footwear, reporting directly to VP/GM. Design responsibilities included trend/color forecasting, footwear design, graphic/packaging design, and development trips to Asia. Management responsibilities included line building, project management, writing design briefs, supervision of design/development team, recruitment and hiring, and liaison with key accounts. Responsible for 2 collections per year, approx. 600 SKUs annually. Approx. 200 days/year experience in Asia. — www.powerfootwear.com
FOOTWEAR DESIGN AND DEVELOPMENT Creative product development from product line and brand building to design brief to sketch to sample. Outstanding quick concept sketching ability and 3D thinking, with the skill to explore many exciting possibilities. Direct experience creating innovative products across a wide variety of categories including performance and lifestyle footwear. Complete development capability including technical, material and manufacturing knowledge, footwear pattern review and sourcing. Extensive experience in Asia with footwear development and production practices.
DESIGN WORKSHOP Freelance Industrial Designer August 2000 – April 2001 Contributed to projects developing a wide range of concept design directions, technical/functional solutions for client presentation.
THE DIRECTIVE COLLECTIVE Principal/Directive Creator Jan 2007 – Present Founder and Creative lead of a progressive new design consultancy, providing strategic solutions from concept to production and implementation. The Directive Collective is focused on footwear and lifestyle product with integrated brand design and realization. — www.directivecollective.com DX / DESIGNERS IN THE CLASSROOM Design Educator/Participant Fall Term 2008 Guest Design Educator/Participant organizing and leading a Gr. 5 project to bring design theory and practice to the classroom through a 10 week program organized by the Design Exchange (DX), in an effort to raise awareness of how design touches our lives everyday. — www.dx.org
DESIGN WORKSHOP Industrial Designer May 1999 – August 2000 Designed and developed a wide range of projects from concept to CAD geometry including client/supplier liaison and coordination. Projects included packaging, kiosk, consumer electronics, high- tech optical equipment, graphic and web design. In addition, designed, developed and implemented a complete corporate identity revision including website. — www.dwcanada.com AWARDS
2007 Volvo SportsDesign AWARD Nominee, Personal Design, at ISPO, for hummel 8.4 PIO FGX 2005 Nominee for Footwear Collection of the Year, Global Sportstyle Award, ISPO 05
FIRST PULLOVER Founder July 2005 – Present Footwear Design/Development blog, offering a unique industry perspective through revealing the methods and processes, of footwear design from concept to production. Featured on TrendHunter, Core77, Luxist, Business Week Design, Josh Spear Coolhunting. — www.firstpullover.com
2005 Nominee for Designer of the Year, Global Sportstyle Awards, ISPO 05
CORE77 Moderator and Contributor for footwear, design employment, projects and portfolio forums. — www.core77.com
2001 Carleton University School of Industrial Design, Professor’s Award for “Outstanding Skill and Knowledge in Design”
CARLETON UNIVERSITY, SCHOOL OF INDUSTRIAL DESIGN B.I.D. (Bachelor of Industrial Design) Co-op, Hon. 1996 – 2001 Dean’s Honor List student 1996 – 1999 GPA: 10.6/12 (A)
A Member of Richard Kuchinsky Directive Creator Group
www.directivecollective.com www.firstpullover.com
Responsible for all product lines and business unit P&L including design, development, sourcing, production and costing. Established hummel footwear DNA and product best practices, reporting directly to CEO. Lead category designer for all categories, and direct manager for all footwear design and development staff. Responsible for all department resources, budgets and schedules in liaison with marketing and sales departments to meet sales and time targets, create and plan new product launches and develop support materials. Approx. 160 days/year experience in Asia. — www.hummel.dk
DESIGN MANAGEMENT Excellent team manager focused on encouraging task based performance, strategic exploration and personal creative development. Effective team leadership and management with the ability to build teams, coach staff, and direct many projects simultaneously.
CURRENT ACTIVITY
+1 647 802 3472 r@rkuchinsky.com
2001 LG Electronics Design Competition, Honorable Mention, connecTOUCH 2001 Life By Design Competition sponsored by Dupont Canada, Finalist, THIN Kettle 2001 Carleton University Medal in Industrial Design
1996 Carleton University Gerhard Herzberg Entrance Scholarship for academic achievement 1997-1999 Carleton University George Fierheller Scholarship INTERESTS
Vintage automobiles, mid-century modern furniture and design, fashion design, cooking, visual art
RichardRichard Kuchinsky Kuchinsky Directive Creator Creator Directive
2 31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
31 Brock Avenue, Studio 105 Toronto, Ontario M6K 2K9 Canada
+1 647 802 3472 r@rkuchinsky.com
www.directivecollective.com www.firstpullover.com
Richard Kuchinsky Directive Creator It’s easy to think a creative project is all about meeting design, time, budget and market needs. But there’s more. All projects play an important role in the strategic direction of a brand, company or product. Not just creative design. Not just giving “creative direction” for others to do the work, but being creatively involved in all aspects of the product to focus the direction of the brand. This is Directive Creation.
A Member of
A Member of Richard Kuchinsky Richard Kuchinsky Directive Directive CreatorCreator Group Group
Richard Kuchinsky Directive Creator