Announcing the acquisition of Flickr by SmugMug.  Brand marketing campaign developed with aloha by Teak, a branding and content studio in San Francisco.

The story of two great photography brands coming together


Earlier today, the news dropped that SmugMug, the largest independent photo-sharing site in the world, announced it had “done gone and purchased” (or acquired) Flickr. Now together, they are uniting the world’s largest community of photographers, pairing SmugMug’s passion and experience with Flickr’s global tribe of tens of millions of photographers.

SmugMug and Flickr’s goal was to ensure to their community that this wasn’t just another business transaction – as seen a few times in Flickr’s past – but a way to unite their communities and put the power back in the hands of those who are enthusiastic about photography…the photographer.

SmugMug partnered with us to tell this story. We worked together to position their message and announce the merging of these two iconic brands under the leadership of SmugMug. The project included cementing a brand voice, brand strategy, social marketing and messaging guidelines, an announcement video and announcement landing page website.   

The result was a creative execution that put the focus back on the photographer, quite literally. flipping the lens and focusing on the individuals behind the beautiful photos. With the focus on the photographer at its core, Teak help established a fully integrated launch campaign driving users to a video and web landing page experience through email marketing, social media and paid media marketing.

JanSport 2018 SuperBreak and Hatchet campaign launch. Made with aloha by Teak in San Francisco.

Re-introducing JanSport in some unexpected places


Our partnership with JanSport spans over ten years, thousands of pieces of created content, and multiple continents. This year we are more excited than ever to bring things back home to create a campaign that reintroduces the SuperBreak and Hatchet backpacks.

The SuperBreak’s design has earned worldwide acclaim, MOMA recognition and true icon status by simply being the perfect everyday backpack. To almost everyone in the world, SuperBreak IS backpack. They’re synonymous. But this success brings with it a catch-22: how do we reintroduce and redefine an icon for modern consumers, who are often reminded only of their childhood?

For a universal icon, almost no one knows the name SuperBreak—this realization spawned an idea that became the core of our messaging campaign, making SuperBreak a verb that lives in the most important moments in our lives. Kinda like our backpacks.

On the Hatchet pack side, its utility and functional design led us on a journey down the path of youthful self-discovery and urban exploration. We sought late nights in the city, special friendships, and limitless possibilities. We found our protagonists dominating the urban landscapes, exercising the freedom to go anywhere and do anything.

We took a non-traditional path to finding talent, featuring real urban explorers, not actors. We casted from social media channels and even sought out skateboarders off the street in San Francisco, starting a dialog with real JanSport customers that helped grow and shape JanSport’s brand story, as well as our campaign.

In keeping with the JanSport brand we’ve helped establish, we partnered with up and coming musicians to drive the narrative.

Showcasing the scope of the JanSport product line, “Driven to Go” will run throughout the year—a departure from the traditional back-to-school marketing push—and will include streaming TV, digital videos, social, and out of home.

Brand Identity design, User Experience, Web Design and good vibes for Lagunitas Brewing Company, by Teak in San Francisco.

Lagunitas Brewing Company Website Design


It was dawn at Teak. The sun’s rays crawled through windowpanes and across a table, fathom by fathom, in a conference room. Two bottles of Lagunitas IPA were popped open. Their caps spun together through the air as if in slow motion, until they were transfixed in the path of a sunbeam and, for an instant, were things of radiant gold.

If you’ve enjoyed a tasty beer in the last 20 years, chances are it was a Lagunitas. The original craft brewery, homegrown in Lagunitas, CA (before moving to Petaluma) Lagunitas Brewery was largely responsible for putting the IPA on the world map with their eponymous Lagunitas IPA. And after spending all their time making incredible beers — and not on their web experience or traditional beer advertising — founder/Galactic Brew Lord/genuinely nice guy Tony Magee and his confederacy of brewmonsters at Lagunitas wanted a website as good as their elixirs. That’s where we come in.

We partnered with Lagunitas to redesign their brand’s website, revamp the user experience, and produce video content across the entire site. With 4 taprooms, 28 beers, a news section, an extensive music area, and plenty of other grab-bag items to place appropriately, we had our work cut out.

Part of Lagunitas’ genius is their very distinct and diverse design aesthetic and brand character (the man Tony Magee himself designs all the labels and writes much of the advertising copy). They are counter counter counter culture. They sometimes get in trouble with the fuzz. They truly, seriously, and to-the-bones love music. Our challenge was to ground that aesthetic in consistent brand principles that would capture the true essence yet allow us to create true brand guidelines for designing the website.

After drowning ourselves Houdini water tank style in their brand (and beer), we landed on a great design aesthetic for the site. Using bold, impactful type, realistic textures and integrated brand elements, as well as a grid-panel framework, we had ourselves a design as bold as their beers. Which is what they were looking for in the first place, so hey, high-five.

After it was all done, the sun fell toward the earth. Periwinkle skies turned to pink, and then orange, and then red. And just as the sun set, just as the day’s door closed with a click, at that moment we clinked our beers together, and there was suddenly a great flash of green light, like the flashbulb of some brilliant photogram, which spread across the sky. A warm wash of pure bliss crept into our minds. The next sip of beer felt momentarily like a new lover’s kiss in the center of a spinning carousel. The creak of floorboards sounded like the tuning of an orchestra before the finest performance of Edvard Grieg’s Peer Gynt Suite No. 1, Op. 46 ever heard. And soon we drifted into somnolence, into oblivion, into sleep.

Check out the new Lagunitas.com.

Theater marketing, branding and website design for the Curran Theater. By Teak, a brand and content studio in San Francisco.

Teak continues partnership with Curran to launch 2018 Season


Involving ourselves in art, theater, and film at both a local and national level is very important to us at Teak, which is one of the reasons we love working with Curran.

They inspire us with their incredible lineups—2017’s Fun Home, Eclipsed, The Encounter, Taylor Mac, and Bright Star blew our minds. But even more, we’re inspired by the passion and innovation that Carole Shorenstein Hays and the entire team at Curran brings to create a truly modern theater experience. They continually push us to go beyond traditional theater marketing to create a consistent brand experience.

We’re excited that for the first time, the Curran is offering a subscription for the entire 2018 season—a season that promises to be bigger than ever, featuring Dear Evan Hansen, winner of six 2017 Tony Awards (including best musical), as well as the Go-Go’s musical Head Over Heels, SOFTPOWER, and the return of Taylor Mac. The announcement was big news.

We partnered with them to create their new online booking experience, an update to the full website redesign we completed in 2016. Just one week after launch, subscriptions sold have far exceeding their goals.

The shows are going to be amazing, and seeing them at the Curran takes those experiences to another level. Be sure to check out their 2018 season and take part in it.