A Look INNside: Rebranding Innova
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- Опубликовано: 10 июл 2024
- Take an inside look at the Innova art team’s thought process and workflow as we undergo the widest rebranding in company history. Innova Marketing Director, Jeff Panis, sits down with Art Director, Levi Wilcox, to discuss the fine details of the Innova rebrand, from the creation of the Burst Logo, to character stamp design, Tour Series artwork, and beyond. We introduce the members of the art team, look at how the team tackles projects synergistically, and answer some fan questions. If you want to hear about the nitty gritty, inner workings of Innova’s creative method, you’ve come to the right place.
www.innovadiscs.com/
00:00 Why a New Logo?
04:28 Meet the Art Team
08:44 Keys to Successful Logo
09:54 Importance of Innova Culture
12:12 New Logo Checks All Boxes
13:53 Innova Hotstamp Rebrand
17:19 Champion Template
19:01 Model Branding Across Plastics
19:51 New Character Art on Star Template
21:13 XT Template, Culmination of Global and Model Branding
24:46 Evolution of Tour Series
27:47 Q&A Discmania Molds Release Plan
29:32 Q&A Love the DX Stamps!
31:02 Q&A What is Your Brand Personality?
34:17 Q&A Timeframe of the Rebrand
35:06 Q&A Need Eagle-Ls, Try Infinite Exodus
36:14 Like This Format? Let Us Know Below
37:46 Thanks for Watching 
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Yes as a artist and Disc Golfer I would love to watch more videos on these subjects! The round table with the rest of the team explaining the beginning to end process would be awesome!
Stamps on Gstar and Star is a huge huge upgrade. Good stuff guys!
Nobody thinks you are geeking out. When it comes to branding and designs every sports manufacturer are dead serious, just like you guys. Thanks for a very interesting video. Innova is my favorite disc brand, and we are living in the golden age of Disc Golf. The tough competion between disc brands makes every company bringing out the best in them.
The long form stuff is awesome. I could have listened to this as a podcast. You guys should start a podcast.
I love this behind the scenes type of content. Ive always been primarily an Inova thrower, so this sort of thing helps me feel like Im even more connected to the brand and the discs that I love.
I wish the Whale template was on the Star discs. It's the winner hands down. Great job overall!
As Levi noted, we all dig this template too
I love my plain champion disc not every disc needs some crazy design
As a long time discgolfer and former team member(started in 1985, got sponsored in 1995), I always liked the art on DX plastic. I still do and slowly started to collect them. I do recall that you guys had other artists who did artwork in the past but are not working for Innova.
This was a very entertaining sit down. Glad to see some of the people behind all these designs and the process to get there.
There is still so much I do not know so would love to hear more.
Maybe you can invite Sam Ferrans? 😘
I love learning these kinds of details behind the products. Sounds like you have a good team there.
I think it was pretty clear that the old swoosh started to look a bit outdated and dusty so good job on bringing yourselves to 2020's.
love this as a graphic designer. I would love to see a bts of the design team.
One of the best logo/design presentations I’ve seen, good job 👌🏻 Would love to see more long format stuff + design team stuff.
New logo is really solid!
Well done video. I'd love to see one that just focused on the disc stamps. I wanna see the old version next to the new version for all the character stamps!
I'd absolutely love to see the design team come together and talk shop! As a freelance designer and illustrator, it's really cool to get to hear from an in house team talk about what they get to do every day.
My favourite discs was a champion Valc with a DX stamp. So good, always wanted the DX art on a better plastic run.
The swoosh was iconic and everyone recognized it. I'll miss it forever
me too i, dont like the new logo because i liked the old one so much
I love the rebrand and I appreciate the dive into the art direction! Congrats on this endeavor and kudos to your team for doing such an amazing job.
Thanks for explaining the FD (Dark Rebel) and the Hawkeye. Now I will probably bag one of these again.
As a graphic designer that does so much hotstamp/tournament/event posters for the local disc golf scene in central Wisconsin this is the EXACT content I've been wanting. Hearing the nitty gritty, the updates, process etc. about all of the design work was awesome to watch!!
right on!
I grew up in Wisconsin and went to school in Madison! Glad you enjoyed it man, thanks for the watch.
Where at in central WI, if you don’t mind
Great video gentlemen, as a stamp designer myself I love the inside look and the reasons behind the choices Innova makes. More videos like this would be great.
Love these behind the scenes interview-style videos! The creative team is really amazing, and y'all are killing it!
I'm listening to this as I'm doing work for my side business, which I've discovered that branding is so critical and core to business. Thanks for spending the effort on this awesome insight!
I really hope you guys make more longform contact like this. Getting to hear about the inside of a company like you all is endlessly fascinating.
Really liking the new branding and artwork. The long video is great as well. It was fun to learn about the development and evolution of the process.
Hey y'all 🧡 Love what you do over there, Innova thrower since 2000. My favorite Logo I've seen so far has to be on My "Echo Star Mako" and "Valkyrie." It resembles a disc from the top view with three hands around it each in the grip position.. I guess it's almost symbolic of the three arrow recycling ♻️ logo to let people know it's composed of used discs.. love the logo, the flight pattern, and the reuse aspects. Got the discs around the time Levi started with the Team.✊️
That Champion Template is so clean and sexy! Love that new look!
I love long format behind the scenes videos. Please make more! (Also, the new designs are fantastic!)
Definitely a huge fan of the long form, I love hearing the behind the scenes !
I really enjoyed hearing about your experience in doing the rebranding.
It would be really cool if there was a rerelease of the Champion KC Aviar from the early 2000's .
I have one that I love to throw and would like more in my bag.
The new Logo on a bright pink Champion KC Aviar would make me feel like the coolest kid in the park.
Thank you again for the insights.
"INNOVA for always"
Dave.
really appreciated hearing about the history of the molds towards the end. also i appreciate you both and look forward to innovas future
I'm so glad the redesigns are carrying over to all plastic types for the different molds. One thing I'd like to see again or some molds in Star plastic, with the redesign, are the Leopard, Cheetah, Gazelle, and Whippet.
I have been throwing Innova discs exclusively since 1987. The new logo harkens back to the first Cobra I owned with what I call the North Star in the center. Looks great!
Innova is six letters pal
Its long for being a five letter word precisely because its a six letter word xd
One of the Ns is silent, so that can be confusing.
Fired on the spot
That must be why it seemed so long 😂 thanks for watching!
Those NNs tend to blend together ; )
@innovawombat thanks for the look behind the scenes!
New logo is so clean... my favorite is still the old bar stamp, but this logo is so nice.
Innova for life!
Love the inside look. I would really dig art breakdowns on new designs. Possibly viewing a critique with the whole team like you said.
We talked about this and will plan on it for a future project
When I was little, the big character art and whimsical disc names helped me fall in love with the sport and through the frustration of hitting trees. Lol. As an artist, I loved getting to see behind the curtain. I really hope you share more.
Love how in depth this video is. Thanks for sharing the process and behind the scenes info.
This is a great video. As a marketing major still in school its awesome to watch an informative video on something that I care so much about. Perhaps one day I can find a job or internship with a disc golf company.
This was excellent. I loved how you both jumped into the conversation about the rebrand--the designers, the process, the brand architecture, and the history. Geeking out on disc golf and design is one of my favorite things
This was awesome! Great work on the art, I love the new discs. Please do more of these long form deep dives into Innova! I love the company. It would be cool to hear about logistics, disc mold design, manufacturing, and team management.
really liked the long format video. was nice to listen to and cool to hear about all the hard work that goes into even the smallest details
Yes on the design team!!!
I’ve never thought the clean non character look was bad, but it had issues for sure - thinking about the multiple font styles and sizes in one disc. New style looks great and cleans that up for sure. XT is by far my favourite.
XT >>> anything
Yea the design team big group talk would slap. Also let's get some footage of them actually designing in the studio and what it's like.
This is awesome. It's a good length and you opened up a number of things that would be interesting topics. As somebody who's product life has been digital I find the different considerations for physical product fascinating, but realize it's closer than you'd think or there's a blur between a lot of that in the pure recognition space. Also THIS IS WHY YOU HIRE GOOD DESIGNERS AND PAY TO KEEP THEM. They can save you so much time and effort long run if they are the least bit dialed into the product and process. If it's people engineering a production line or me about to spend millions on a big feature in an app if you start with a designer who gets it you can skip six steps in explaining into everyone involved and just show them the vision.
Long-form is great, It would be sweet to hear from the design team!
Invader is such a great mold and fantastic art work on all of them
I was one who always wished the DX character stamps were available on my Star plastic drivers. Much prefer the old school, “comic book art” of the DX discs over the modern, “stylized” designs of the new Star and G Star discs. My Night Shift Orc I sadly lost was the pinnacle in terms of plastic/stamp perfection.
I could not agree more the dx art is wonderful but the discs in dx plastic are not lol
I'm so geeked out, that was fantastic! Much thanks Jeff, Levi, Oscar and Innova! TommyU
Glad you enjoyed it!
This was a fantastic look at the rebrand and everything that went into it. Definitely would love to see the design teaM and more sketches/artwork from your awesome team !
More of all of this! Thank you.
Props to the designer of the OHN TS leopards....last 3 designs were immediately bought....and I don't even throw them
That's Chris! That's one of those passion projects I mentioned and he's knocked those out of the park!
Great to listen to. Thank you for explaining the what goes on in a brand.
I always wanted the creature/character art on more of the premium plastic discs - I suppose there's a reason, but if there isn't.... Enjoyed the explanation, love Innova for all the options, including lighter weight options.
I love the simplicity. I have experience making logos and ive always noticed the simple stuff stands out the most. There is a reason the street signs are simple. 🤪
I love the new logo and stock stamps… I bought two of everything I throw with the new logo! Plastics of course the best
You Are The Champions!
I love the new logo , it looks super clean . Innova is all I throw , my bag is totally Innova Champion ! I can’t wait for new burst stamp discs ! Especially Champion .
Loved this video, cool to watch. Keep them coming!
For the last, however, many years, this brand has done anything but innovate in terms of graphics/design. While, other brands are getting creative with plastic blends, stamps and colors, A star destroyer is still a star destroyer. Don’t get me wrong. I’ve been throwing innova since 2004 and molds like the Valkyrie, the stingray, the cobra, the shark, the T-Rex, the aero, and the teebird have been the backbone of my Disc Golf game for almost 20 years. But I have to respectfully disagree in putting together a behind-the-scenes look at the re-branding when on the surface it seems to be, a minor modification to an image that is steeped so deeply in the history of the sport. While other brands really push the envelope regarding graphic design and Disc Golf, this seems to be a minor change to an old logo. And there’s nothing wrong with that! But Innova, have you seen what Thought Space Athletics is doing? That’s innovation in design.
I dig the push back. Would like to hear your take, specifically, on others' innovations.
This is epic. I’m so grateful for this process and for this video! Excellent work, guys!
The luster and halo invader are my go to throwing putter and i love the art work.
I use the Nexus Invader for putting and upshots. Love the mold. Thanks for watching!
Bring the SL back!!! The most flat shooting mold out there. The one disc that has no fade or turn just straight. My favorite tight gap, tunnel ripping disc!! You guys are awsome and do great work!!
Curious if you’ve thrown the TL or TL3
@innovawombat I own both, the TL flies like an understable FD to me and the TL3 is nice but I don't get as much distance that I would with the SL. However I really do like the TL3 for forehand rollers. The only SL mold I'm able to pick up is the factory seconds. I'm just afraid they will sell out eventually!
You guys did great behind the camera and i really enjoyed the detailed insight. Love hearing creative people talk shop. Get some of those artists in to share some stories too.
I really like the redesign. That old champion-design really needed a redesign. The character-designe are great, i love the new charger and pretty much all of the tour series
Love this guys! Thanks for sharing!
Halo Eagle? Not sure of the stats but I would buy some
Love the long form video. Great work.
Love the art design, perhaps we need some disc mold design and manufacturing "how it's made"
I've been a brand designer in the sports world for around a decade-the rebrand has been excellent. I'm especially a fan of the redesigned Champion and Star stock templates. Thanks for putting this video together. One video idea would be to look at all the different Destroyer stamps and talk about how those came about.
Dig your idea
I love this format. Wish y'all would've touched on the new champion plastic and what changed. I took Teebirds out of my bag for a while because I'm not a fan of the older champion, but since the Toro dropped, the new champion plastic is some of the best on the market.
Love the video! I’d love to see a name-to-shelf breakdown of the disc branding process. Maybe a mini-documentary for a new/rebranded disc?
This was awesome! More of this please 🤙
Gosh, I love this! "Chef's kiss" from a couple of us visual geeks in Norway! And shoutout to Oscar! :)
Loved this video, would enjoy more of these
Never knew the Factory Store's role as selling less popular discs, always thought it was overstock. I use two discs from the factory I can't get anywhere else ( Star Cheetah, Star Cobra ), and switched to an Infinite version of one of your molds ( Tomb ). Question: sometimes I see Ontario Mold on the factory store, but it never has context to how it differs from the main mold you sell. It would help if you could add some context in the product description as the only way to get an idea is to buy it, and sometimes I wish I knew what the difference was before buying it.
This was a really interesting video and I loved hearing about all the work that was done here.
I dig the new logo. Keep up the good work folks!
KEEP GEEKING OUT!
The new branding looks fantastic. I personally thought the logo change during the mid 2010s looked awkward; however, this new logo is clean and attractive.
Appreciate the feedback! Thanks for watching.
I LOVE the simpler, cleaner look and design. I don’t really get into really busy stamps, but glad they have something for everyone. My current Star TL, Sidewinder, Invader, etc are my favorites. Also, I’m sad that Chartreuse isn’t available in every Star model available. My bag is entirely Chartreuse. Just missing a few key players.
Chartreuse, noted!
@@innovawombat 🤘😍 Dude that color practically turns glow in the dark in the blue hours of morning and evening. It’s so easy to spot my disks too. Thanks Jeff!
Love my invaders
@@averyprice9422 I literally just bought two more Chartreuse Star Invaders to make 5 total for putting practice. 🤪 That shape, plastic, and color combo is 🤌🔥
@@Hyzerwyzer L’s yeah🤌🤙
Please keep making those neon green 167g corvettes under rated
I really enjoyed this video! I love that your passion shows through…. Ol watch anything disc golf, so maybe I’m not the one to ask!!:)
Excellent video!! 👍🏼
Great video guys! Watched it end to end. Immediately sent the factory store a request to do another run of Spiders!
Outstanding, keep up the great work. From your extended family from Maine! "SDG" 14:12
Hey Peter! Hi to everyone at Sabattus!
i would love a deep dive into the history of the artwork of a specific mold, with maybe a look into the selection and creation process of the current artwork
The new starter pack multi-color stamps look great.
One - I really want that Leopard stamp on a shirt.
Two - can you give us a look at the evolution of one or two stamps? I’d be interested in the original concept and how it evolved.
Love this stuff, good job guys
Talking about Innova making disc for other companies, made me question, is there any reference where we could see all of the Innova molds and the corresponding disc names for other manufacturers?
No, but the idea is a good one
Great content. Keep it coming
this may not be the most popular video you've made, but please make more technical vids!!! us disc nerds love this stuff.
Yeah this is great! Maybe some "In-the-bags" from team members who are normal people and not touring pros! haha. it would be cool to get insight on different molds from people who work with them all.
Late to comment but this was an AWESOME watch.
I would really love to see a more in depth review in the future of innova collaborations with millennium and Infinite, what molds are used (like the Eagle L) and the history of how these colabs came to be
Interesting video. I'd say doinf something like this every couple of months is fun. Maybe a video about the clones/rebrands ( eagle-l vs Exodus or fd vs hawkeye) next
I would like to know how certain molds (discs) get made and why
Great video
New art will be sweet. The Innova brand will still be Innova. The only portion of the rebranding is the logo. I’ve been a long time consumer and connoisseur of Innova Discs. Unfortunately the original logo does carry a significant difference in color and no swoosh, so making the connection of the brand for some consumers may move to others due to a logo change. New players 10 years ago 6/10 times would choose Innova. Experienced players would choose them as well about 6/10. Now so many other brands are coming in and trying to compete and it’s putting Innova in a position to where they are now Innovating to be a more sound supplier by preparation for the future in improving the quality of the product.
Yes, and another step with this in some of the actual plastic is getting the Star and Champion to come out without the flashing some runs were known to have or other issues like within a run or short time. Then some of the Champion discs mainly these with a rare Star would range from so stiff people had to hot car for 15--30 minutes or hot water not boiling but simmering the discs in the water for about 10 just to have them legal within the rules. This problem happened from late 2000's to mid 2010's with Innova with some slow selling molds like the end run of Star Shark as late as 2010 still being sold from these runs of poor discs.
I had 2 Champion Destroyers not max weight but still good I use now for spike shots including the thumber style, very windy days and for a few odd shots that nothing else will work in my bag that were once my max distance disc that I had to hot Car due to the discs being too stiff. I also had some Star Shark from this era and the first one I got had so much flashing I could not use the disc until on a course I was forced to use the disc as a windy day putter as even my slight worked in Pro Shark was not enough for the winds and a severe wind warning came out for this day too. Now after that day I can use the Disc, as even sanding did not help with the flashing and only made it into multiple smaller flashing on the disc. Odd as the other 2 main backups I got later as last of the production still in USA Storts came useable from the start as standard Star or average Star plastc, even the odd 3rd one that was a floppy almost G-Star Shark with a mistake light indent on the rim and top in one spot is able to be used right away.
Thanks for sharing your feedback. Curious, do you think we ever stopped innovating?
@@innovawombat A bit in the early to mid 2010's mainly with quality control on the discs but then you came out with some of the first the more affordable Disc Golf Backpacks in bigger sizes not just the 25 disc max versions and put in late 2000's to mid 2010's with the DX last, the flight numbers on the discs/majority of discs. Also the Tour Series Discs and the year round limited run discs that was a bonus.
Love my champ toro. Looks great. The color glow flys better though lol personal preference.
Everything flies better in color flow. My goal is to replace my entire bag with it at some point.
I love the new logo
get the design team together! i would watch that