CRYDER MAKES
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Front Runner

FRONT RUNNER

Cryder Makes has formed a long-term creative partnership with Front Runner Outfitters, a respected manufacturer of safari grade roof racks, accessories and adventure gear.

Our mission was to reinvigorate and reposition their respected but little known African safari brand to connect with a sophisticated, globally aware and empowered customer culture. Whereas other brands elect to dilute the marketplace with ever lower price points and standards to match, we choose to elevate the Front Runner brand with a distilled customer experience and refined product portfolio.

Our cultural context is unlike anything the adventure loving creative class has seen or experienced before. We offered corrosion proofed machined aluminum materials, rugged engineering and beautiful product design to a customer that has only been offered rubber, plastic and pot metal. 

Along the way we dared our customers to live inspired lives, travel to distant extremes and share their adventures with the rest of the world as they punched over the next horizon. 

Why settle for life in a cage when you're BORN TO ROAM?

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ROLES & RESPONSIBILITIES:

BRAND STRATEGIST & CREATIVE DIRECTOR

  • MARKET RESEARCH & ANALYSIS
  • IP RESEARCH
  • IDENTITY DESIGN
  • BRAND MESSAGING AND GUIDELINES
  • PACKAGING DESIGN
  • APPAREL DESIGN & DEVELOPMENT
  • INTEGRATED ADVERTISING
  • CAMPAIGN ART DIRECTION
  • COPYWRITING
  • ILLUSTRATION
  • BRAND & PRODUCT PHOTOGRAPHY
  • BOOTH DESIGN & DEVELOPMENT
  • INTERACTIVE DESIGN & DEVELOPMENT
  • BRAND AMBASSADOR & CONTENT DEVELOPMENT
  • ADVISING SOCIAL MEDIA ACTIVATION
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The Front Runner Pride is a specialized ambassador program for creatively driven athletes and adventurers. 

The Front Runner Pride is a specialized ambassador program for creatively driven athletes and adventurers. 

Branded content from Front Runner Pride ambassador Mr. Ben Brown

Branded content from Front Runner Pride ambassador Mr. Ben Brown

Branded content from Front Runner Pride ambassador Mr. Ben Brown

We created a special set of embroidered patches for our ambassadors and fans alike. 


The EVOLVE creative work is a focused message for the overlanding
community about embracing change and new ideas in product design.
Once you’ve evolved, there’s no going back. 

DON'T JUST DRIVE. EVOLVE. 


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Our first integrated campaign signaled a daring new focus
and playful creative personality to the 0verlanding community: 

GO TO EXTREMES. BRING BACK PROOF.


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We go to extremes all the time... and we needed Youtube to bring back proof. 

We're pretty excited to show off the new flagship Front Runner store in South Africa. The only problem? Not everyone can visit South Africa. So we created a virtual showroom to bring South Africa to them.  CLICK TO LAUNCH

We're pretty excited to show off the new flagship Front Runner store in South Africa. The only problem? Not everyone can visit South Africa. So we created a virtual showroom to bring South Africa to them. CLICK TO LAUNCH


Last but not least, Front Runner asked Cryder Makes to lead the comprehensive
redesign of their international brand and e-commerce site. 

WE TOOK IT TO A WHOLE NEW LEVEL.


CLICK TO LAUNCH

CLICK TO LAUNCH