I’ve been doing design work for Woodward Camp since 2006-ish. I do the catalogs every year, as well as a lot of the advertising, collateral, shirts, etc. They’re growing constantly, even expanding internationally, and there’s always something new going on, so it’s fun stuff. We work with a number of different brands in our office, both big and small, but Woodward is one of the most consistent. This year’s print and web look started with a sheet of steel in my garage, a few stencils, and some muriatic acid. The resulting rusty steel textures got used as subtle elements in the catalogs this year, but they take on more of a roll in the ads. Essentially, I quick-rusted the area around the stencil with the acid and water, then shot photos of the result to use in the designs. The textures got worked in with some provided action photography (I shot the BMX ad of Morgan Wade) and we were off and running. We also worked QR codes into the print campaign this year, to direct readers to the various Woodward web portals by simply scanning them with their smart phone. See the ads after the jump.

Woodward did a larger online marketing push this year than in previous years. We used the tagline “Come Ride With Us” and “Come Skate With Us” throughout the online campaign. Here’s a small sampling of those ads, which are currently running in a number of sizes and iterations.