Head in all heads

The Zurich agency Department has created a new CI for the international sports brand Head, the second time that the Head quarter in Austria has entrusted the Zurich agency Department with the overall communication for Head skis. In a pitch for Head's new corporate design in 2004, the branding and advertising agency prevailed against renowned international competition. Over the past two years, Department has unified Head's image across all divisions - Ski, Racquetsports, Snowboard and Licenses. In addition to the redesign of the classic icon, the new, progressive orange color and a comprehensive design and communication program, Department has redefined the positioning of the sports brand: "Head is an athlete" is the credo, which is intended to initiate a rethink from a product-centric to a brand-centric world view. The brand campaign, which is being used selectively around the world, also focuses on those Head heroes whose workplace is definitely not at their desk, with winner Bode Miller, runner-up Didier Cuche and fourth-placed Ambrosi Hoffmann, three of the top five in this year's Lauberhorn downhill race using Head equipment.   
Andreas Panzeri