News:

JDK client Woolrich won the Best Overall Booth award at the Outdoor Retailer show held in Salt Lake City, Utah, in January. Outdoor Retailer Daily wrote, “The booth was designed to tell us [Woolrich’s] story with an open center, or ‘heart’ of the booth, reflecting company history. Display props include authentic tools, many of which are still used in product production, as well as historical letters and images from back in the day. To provide context and contrast, the exterior walls reflect the Woolrich of 2012.” SNEWS, the industry bible, recognized JDK’s role in booth design and implementation, saying, “We visual merchandisers refer to booths like Woolrich's as ‘totally dialed.’ Nothing was left to chance in this booth, right down to the smallest of details.”

The exterior featured, and launched, Woolrich’s new “Forge Ahead” campaign, which respects Woolrich’s past while bringing the brand into a relevant and differentiated position today and in the future. JDK, in collaboration with Woolrich, came up with the concept of “Heritage at the Heart,” which informed design. JDK designed graphics for signage and backdrops, advised on props, and directed two booth videos produced by New York City’s Red Bucket Films. An iPad mounted in a frame showed archival images and current mill footage. A JDK Design team went to company headquarters in Woolrich, PA, to collect and document archival materials and objects from the company’s 180-year history.

Client: Woolrich