Overview
What began as an awareness campaign for three innovative safety gloves transitioned into three years of creative evolution. As Superior Glove's S21 product family (later called Dexterity Pro™) expanded, so did our approach to communicating its technical performance through playful, energetic storytelling across print, digital, and video.
My Role
I began working on these campaigns as a Senior Designer and eventually moved into the role of Design Strategist (Team Lead). As my responsibilities evolved alongside the campaigns. I contributed to concept development, graphic design, art direction, and oversaw creative production across print, digital, social, and video.
Print Ad (Full Page)
Print Ad (Full Spread)
Digital Ad (LinkedIn)
Print Ad (Full Page)
More About This Project
Phase 01 - The New Standard of Dexterity
The first campaign began with limited set of products and a blank creative slate. Superior Glove had introduced an exceptionally thin family of cut-resistant gloves, and our goal was to build awareness and encourage potential customers to request samples.
To establish a campaign identity, we leaned into a playful, energetic direction inspired by the vibrant colours and simplicity of early iPod advertising. The idea was to make these highly technical products feel exciting and approachable.
Print Ad (Full Page)
Print Ad (Magazine Cover)
Working with the other designers and the content team, I helped produce approximately 12 short videos alongside a collection of static advertisements using in-house photography. With limited time, resources, and video production experience, the campaign was ambitious for our small team and established the visual foundation for what would follow.
Phase 02 - Meet the Family
As the S21 family grew, so did the challenge of communicating its benefits. New variations introduced specialized features like improved grip, abrasion resistance, and impact protection, all while maintaining the exceptional cut resistance that made the original products noteworthy.
Rather than reinventing the campaign, we expanded on its established visual language. Familiar colours, compositions, and playful imagery were adapted to highlight the unique benefits of each new glove.
The goal remained consistent: generate awareness and encourage sample requests. However, the growing product family required a more flexible approach to campaign production, allowing us to introduce new products without losing the identity we'd established.
One experiment in particular, a glove playing a red electric guitar, would eventually inspire the campaign's next phase.
Phase 03 - Tuned for Every Move
By the third iteration, the S21 family had been rebranded as Dexterity Pro. Looking to refresh the campaign while maintaining its playful personality, we revisited an earlier concept: a glove playing an electric guitar.
We expanded the idea by pairing each glove with a musical instrument that reflected its unique strengths—from impact-resistant gloves on drums to ultra-thin gloves playing violin. The result was a visually distinct campaign built around the tagline “Tuned for Every Move,” brought to life through photography, video, and advertising across print and digital channels.
At this point, my role in these campaigns had expanded to art direction and production coordination and team support. Part of that was still hands on as I developed reusable social templates and collaborated on a Figma-based advertising system that streamlined the production of digital assets across multiple formats.
Phase 04 - Made for Movement
For the final iteration of Dexterity Pro, we returned to some of our earliest ideas (now with the experience and resources to execute them more effectively).
With the product family continuing to grow, we needed a flexible creative approach that could connect each glove to its defining feature. We revisited the idea of demonstrating dexterity through familiar objects and everyday interactions.
The previous campaign's tagline, "Tuned for Every Move" evolved into "Made for Movement" giving the growing product family a broader creative foundation. Although I left before the next phase could be fully realized, the intention was to continue expanding the series through new objects, interactions, and product demonstrations.
After years of exploring different ways to tell the story, we returned to what made the original gloves remarkable: how much you could do while wearing them.
