Picture this: Kramer barges into Jerry's apartment during a Seinfeld episode. Now picture a crowded, shared office and a tall Greek barg in in with...

Picture this: Kramer barges into Jerry's apartment during a Seinfeld episode. Now picture a crowded, shared office and a tall Greek bargin in with a piece of paper in hand. His name is Beaver Theodosakis and his two-man company "prAna," needs an ad. I stayed up most of that night with him creating the ad, then a catalog, then ... 13 years and $35m in annual sales later, Sandbox has given prAna it's overall visual identity. In turn, prAna has defined Sandbox as a creative studio. A once-in-a-lifetime opportunity to work in true community with like-minded people. Oh, and Beaver? Still the same driven, energetic person I met that late spring afternoon in 1994.

[project title:] Moving Meditation

With roots growing deep in climbing and yoga, the prAna brand must speak to two core audiences. We cross-pollinated those audiences by celebrating movement--the essence of both activities. Designed on two axes, "Moving Meditation" asks the reader to engage physically by spinning the book in order to view certain features. This major print piece for prAna contains the assets that powered two websites and countless collateral. Graphis gave "Moving Meditation" two nods, including it as a final selection for two of their international publications.
 

[project title:] Product Photography and Dimensional Building

What started as a technique to blend photos and illustration ended up being a method to "build" dimensional clothing models on the computer. We rarely "claim" but we were the first studio to do this, back in 1999, and it's now a standard way to show product. Just sayin'.
 

[project title:] Dealer Workbooks

prAna grew from a garage-based business to a $33 million industry leader without sales reps. That tradition is honored by our workbooks—organized, logical, and thorough enough to do the job when a rep isn’t there to put on a show. By transforming original line drawings into 3-D “invisible man” photography, we created a product-shot look that’s imitated industrywide. As such, our workbooks are far beyond many companies’ consumer catalogs. Any time we can move the brand forward, we do.
 

[project title:] Trade Show Booths

During an impromptu meeting Beaver says, "We've got 30 days to design and build a new booth for Outdoor Retailer, good luck". Just like one of those ads that promise you'll lose 40 pounds in a month, we promised that the booth would be ready. An outward-facing, curvilinear exo-skeleton was dreamed up, fabricated in recyclable materials and fork-lifted in one piece down the show's halls. Once in place, the booth's curved lines and graceful stance easily stood out from the right-angled, laminate-filled booths that clutter the show.
 

[project title:] Prana T's

prAna's message is conveyed through many mediums, one of the best is the humble T-shirt. We've been creating designs for these walking billboards since 1995, had a few best sellers at REI, and had fun along the way. Here are a few samples of what prAna means to us, if prAna were a T.
 

[project title:] Website + DTC campaign

Sandbox has consistently helped grow prAna’s online sales, from shepherding their first venture online in 2001, to producing precise email surveys in 2008 that educate audiences and re-establish the prAna’s brand. Along the way, the Wall Street Journal also took note, calling the work, “... beautifully animated, with drop-down menus that let you instantly change product photos to see color options–would that top look better in ebony, lavender or watermelon?”
 

[project title:] Yoga Ads

Sandbox has created all of prAna’s ads since 1995. In favor or creating an entire site for them, we cherry-picked the best over the past few years. Urban Climber magazine is home to the “Mindful” campaign where we ask, “How do you live mindfully?” and let world-class climbers tell their own story. Yoga Journal is provided full page ads featuring the industry leaders of American Yoga, their insights and even co-branded products. Om Shanti.
 

[project title:] Climb Ads

Sandbox has created all of prAna’s ads since 1995. In favor or creating an entire site for them, we cherry-picked the best over the past few years. Urban Climber magazine is home to the “Mindful” campaign where we ask, “How do you live mindfully?” and let world-class climbers tell their own story. Yoga Journal is provided full page ads featuring the industry leaders of American Yoga, their insights and even co-branded products. Om Shanti.