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Work

Serengeti Eyewear

As part of a global restructure we were tasked with reinventing and remodeling this iconic brand.  The result was a warmer, hipper and ultimately more contemporary aesthetic.

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POST Beverly Hills

POST is a first-of-its-kind, bespoke, long-term-stay hospitality company that will serve discerning business travelers who are looking to post up

and stay awhile.

SPY: Beyond The Frame

Every new campaign launch is an opportunity to take big swings and truly separate from the pack. For the "Beyond The Frame" campaign I hired a unicorn behind the lens and took out the pen and paper to create the handmade design framework.

Puma Running: Playbook

A brand playbook is necessary for any company embarking on a new path. When Puma made the decision to inject fresh energy into their running program, the process started by pulling their look and feel into an entirely updated and

contemporary framework.

SPY: Brand Book

This legendary action sports brand was in dire need
of a makeover, so we started at square one:
create a dynamic brand book that would set the tone.

SPY: Beyond Control

In the company's first, new iteration in years, we were challenged with maintaining hard-earned brand DNA while putting a new spin on the marketing creative. We landed on a visual system that set the guide points for years to come.

SPY: Crosstown

When SPY launched a sub-brand focused on higher-end, luxury eyewear born out of an attention to premium details, we had the rare chance to bring surfing, skateboarding, art, music and the best California subcultures together into fashionably hip package. 

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Crosstown: Ryan Burch

Ryan Burch was part of a select group of makers, innovators and influencers who helped bring
the Crosstown story to life with pure authenticity.

Crosstown: Ray Barbee

Ray Barbee was a perfect addition to the Crosstown team. As a legendary skateboarder and burgeoning musician, we were able to draw on his influence in both realms to deliver a captivating design story that embodied the Crosstown aesthetic.

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SUPERbrand

SUPERbrand had a great product and innovative business model, but needed an identity. From designing their logo to building the apparel segment of their business, this was truly an all-encompassing creative dream-come-true.

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©2025 by Tony Larson

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