Warrior Covert Throwback Collection – Design Process

by: KP, Warrior Hockey Marketing

Launch day has arrived, but have you ever wondered what goes on behind the scenes?

I recorded a podcast interview with Jean-Sebastien Dorval (JS) our product designer in Montreal about what went into designing the Covert Throwback Collection.

Take a listen – it’s very interesting.

As a support to this podcast, JS and I thought we’d show you some of the designs that didn’t make the cut and the process to create the final designs.  These are designs that, for whatever reason, did not fit the “Modern Throwback” direction or fit the color combos our product team was going for.

Modern Throwback Design Process

First, let’s begin with some of the concept work that our designers provided.  Building the basic formula for what a Throwback Design should be and should incorporate.

Screen Shot 2016-10-28 at 4.11.01 PM.png

Next they defined some of the graphic elements to tie-in the old with the new.  Notice the lightning patterns and intricate background designs.  They’re really good!

Screen Shot 2016-10-28 at 4.10.41 PM.png

Next, they needed to determine what colors or color-combos to go with.  It was decided that MacDaddy blue, Dolomite Blue/Orange and Dolomite Green/Yellow were the final combinations.

Screen Shot 2016-10-28 at 4.11.24 PM.png

After some review, and fine tuning the graphic architecture, they began working closer to the final product by working through color combos.  You all know by know what they look like, but if not, check out the line.


A peek at the cutting room floor

Just for fun, here are some of the designs that didn’t make it through the multiple rounds of design.  Here are the various color combos that were identified as iconic Warrior sticks from the past that could be applied to this throwback collection.


Kronik Colors:  I would have had a field day marketing these.

Screen Shot 2016-10-28 at 4.08.18 PM.png

Screen Shot 2016-10-28 at 4.08.27 PM.png


Johnson Colors:  Yes, they tried one and it would have been crazy!

Screen Shot 2016-10-28 at 4.08.52 PM.png


MacDaddy Yellow:  Marty St Louis may have come out of retirement for this one.

Screen Shot 2016-10-28 at 4.09.05 PM.png


MacDaddy Blue on Blue – Very Blue…

Screen Shot 2016-10-28 at 4.09.12 PM.png


At one point, they even tried making the Covert look more like the old sticks.  Here you’ll see they abandoned the Covert QRL graphic and directly applied the old graphic (with small WARRIOR logos) with smaller new QRL elements (under-side Dagger T3 graphic)


Covert QRL with a MacDaddy Graphic (small WARRIOR logo)

Screen Shot 2016-10-28 at 4.09.20 PM.pngScreen Shot 2016-10-28 at 4.09.29 PM.png


Covert QRL with a Dolomite Graphic (small WARRIOR logo)

Screen Shot 2016-10-28 at 4.09.39 PM.pngScreen Shot 2016-10-28 at 4.09.46 PM.png


 

Given the final result, they did a pretty amazing job.  It’s easy to see how designs can get off the rails and how too many options can be bad.  But these guys are pros…if it were up to me, we would have produced everyone of these designs!