DYNE was a luxe sportswear company on the apex of fashion & technology. A brand that existed to innovate unexpected solutions to implementations of fabric, fit and function. Founded by Christopher Bevans in 2014, DYNE set about to redefine the active lifestyle category. DYNE was a CFDA featured brand and the winner of the International Woolmark 2017 - 2018 Innovation Award.
Part of my role at DYNE was content creation. Below is DYNE’s initial brand statement video. The golden spiral was the key inspiration for DYNE’s visual language. I wanted to introduce DYNE’s identity as synonymous with Unit of Force. I was the Creative Director of the whole production as well as post production. This was my first opportunity to bring video to life, all the way from storyboards to the music selection.
DYNE Fall 2019
DYNE Spring 2019
DYNE was one of the first brands to utilize the NFC (Near-Field Communication) chip. It was embedded in the garment. Tapping a smartphone to the garment unlocked direct access to the clothing catalog, with an interface that supported multiple languages. Users could learn more about the company’s philosophy, get updates from social media, access a curated playlist and explore DYNE's approach to fabric, fit and function. We needed to design a DYNE NFC icon, call-to-action imagery & NFC technology content. We had to address the challenge of educating the consumer on NFC technology and how to activate from the DYNE garments. The video was shot on iPhone. I was Creative Director for this project.
NFC TOUCHPOINT ICON
NFC TOUCHPOINT CALL-TO-ACTION IMAGE
DYNE x SWAROVSKI capsule - Fall 2019. Our vision was to deliver a message that spoke to where the Earth is as a whole, all of us sharing in a collective journey around the Sun. We are all global citizens. With that, we opted to embellish with cabochon pearls versus the traditional Swarovski crystals. During the process it became clear that this choice worked better for DYNE’s aesthetic.
DYNE was featured in the 2019 Apple ads for the iPad Pro. Topographical repeat pattern by Descript.
DYNE FALL 2018
