Haven Anderson

In 2009, after leading an evaluation of the brand's "Expert's Choice" position, we launched "Crafting Higher Standards", shifting focus to Danner's long standing dedication towards crafting high quality footwear.  

This new direction secured a strong foundation for the brand and, in the past 4 years, has strengthened Danner's position in the marketplace.

View Crafting H​igher Standards Film Series

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​Tasked with creating a flagship brand experience we re-designed the Danner Factory Store, stripping away the typical association of a factory store experience and instead creating a look inside the Danner factory and its dedication towards crafting higher standards.

After re-establishing Danner's long standing tradition of craftsmanship, we expanded Danner's offering through the introduction of Stumptown by Danner, a new product line designed for urban markets that capitalizes on Danner's USA-made Pacific Northwest heritage by spinning modern takes from classic silhouettes.

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​Tasked with showcasing the variety of Danner's work boot product line, we launched the "Find Your Pair" campaign, highlighting the unique personalities a Danner boot and a Danner man share.

With over half of Danner's hunt sales captured by a single boot family, the third generation redesign of the legendary Danner Pronghorn deserved to highlight the boot as a legacy to the sport of hunting.

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​Tasked with wanting to sell our closeout product direct to consumers, we launched The Breakroom, ​a membership only Ecommerce site for closeout discounts on LaCrosse and Danner product.

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Challenged with finding an authentic brand position that could continue to support multiple rural performance categories while introducing a new urban lifestyle category, we looked back 115 years to the brands roots.

Inspired from a line written by the LaCrosse Rubber Mills c​o-founder in the early 1900's, "We trust that our organization and modern factory will continue the epoch of this industrial history and that our constant efforts towards betterment will prove to be worthy successors of past events", we launched the "Revolutionary Footwear" campaign, giving a nod to the brands heritage, the era of its inception and how it has provided structure for the many years ahead.

View the first inventor series video​

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Fear is an emotional trigger, a sensation induced by a perceived threat, a basic survival mechanism in the human body. Aiming to establish the product purchase as a perceived survival mechanism, we launched "Give Me Boots or Give Me Death", a campaign designed around our ability to trigger fear.

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​Targeting late September and early October as the pinnacle time to introduce a new scent-free hunting boot, we launched "The Ghost Hunter" campaign, aligning the haunting sights and sounds of a Fall forest and the hunters' need to disappear within it.

​Inspired from beaten up boom boxes that blast rock & roll on construction sites around America, the LaCrosse "Work On" campaign was created, allowing the product to take center stage.

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​Understanding that most public awareness campaigns are passed over as messages of nuisance, subtle graphic hints were created to engage consumers, as seen in the sad hands-up stance of the bottle opener and the overly direct scare tactic of a billboard designed to look like an actual checkpoint sign.

The checkpoint billboard was so successful that police officers would sit within the vicinity of the billboards watching for drivers to quickly change course, thinking that there was an actual checkpoint ahead.

​Piggybacking off of the notoriety of St. Elmos Steakhouse, the Harry & Izzy's brand identity was developed for its new sister restaurant, highlighting the two original St. Elmos steakhouse owners, their stories and the era in which they lived.

​Evolving the Indiana Tourism brand, its primary message was repositioned to leverage Indiana's most notable tradition of racing while showcasing the state as an easy weekend getaway to escape from your daily grind and "restart your engines".

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Celebrating the warm glow of holiday cheer, this print ad and in-store poster was developed to entice a new way of thinking about gifts under the tree.

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