Benchmade Yours, for life Campaign
Over the past 40 years, Benchmade has earned a reputation for democratizing heirloom-quality pocket knives. We sharpened Benchmade’s brand with a 365-campaign that owned its legacy of innovation and redefined how it brings new knives to market: helping grow consumers’ product love into brand love along the way.
Agency
The Program
Year
2020
Role
Art Direction, Design
To translate this exciting brand momentum into new sales, we partnered with Benchmade to create new product launch protocols using a shared visual standard that focused on the quality craftsmanship and lifelong dependability Benchmade is famous for.
To highlight the performance, versatility, and enduring quality of Benchmade knives, we enlisted the help of real customers who defy categorization. From a big wave surfer who moonlights as a stuntman, to an award-winning snowboarder who’s most at home on the river, to a bow-hunting former Navy SEAL, we hand-picked multi-faceted subjects that could articulate how Benchmade’s rock solid reputation can enable owners to build their own legacy with renewed purpose.
