Yakima Racks

Yakima is a #1 brand that designs & manufactures products that allow you to get your gear to the outdoors. The biggest focus is bicycle racks for vehicles. I have been fortunate to be involved in design for end users on many Yakima projects. The product is inherently very functional and heavily engineering influenced. This is great, although it’s also easily reproducible by their closest competitors. My role on projects is to utilize research, design and consumer behaviors to elevate product beyond that of the competition and make it more valued and appealing to users. I worked on a lot of design projects at Yakima some made it to production some not.

In 2014/2015 Yakima racks were driving the emotional connection, Yakima believes the outdoors are best shared with friends. The Marketing presence was to encourage comradery and a notion of a friendly, down to earth, user-generated theme to reinforce the brand. I was responsible for creative on product website, e mail advertising, independent web advertising, facebook assets, printed advertising, merchandising designs and pop displays.










Yakima’s mantra “Yakima believes the outdoors are more fun when shared. Shared with friends and with family. Shared with goofballs, wingmen, dreamers, crushes and jokers. The more the merrier. Because the outdoors is not just about the adventure, it’s about the stories told, the inside jokes and the shared memories. Memories that remain, long after the trip is over. More butts in seats!”

ProRack is a sub brand to Yakima which I designed to have a more youthful, simple pop using a common colour language and simple product information in an uncomplicated website. www.prorackgear.com and here

Whispbar. Design. Performance. The Journey Uncompromised.
UPDATE: This Whispbar WB200 just won a RED Dot award and an ISDA Bronze award.