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Design Category
Promotional design and advertising, 1994
Design firm
Jager Di Paola Kemp Design (Burlington, Vermont)
Collection
(1996) A Decade of Sports Graphics
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This trade catalogue was the instrumental vehicle announcing Koho's arrival in the world of in-line hockey. Using knowledge gained from field research, the designers created an in-line-specific skate that would hold up to pounding asphalt. The catalogue's "Ugly Truth" positioning drove the industry toward a raw, machine-like aesthetic that delivered a message of pure, stripped-down power. The design firm's ability to influence product and strategic marketing decisions resulted in a catalogue that delivered, functioned, and injected a new raw aesthetic into the slick, brightly colored universe of skates and equipment.