Industry News 8/16/2012

EMP: TAVIK Announces Mark Powell as Creative Brand Director

TAVIK® Announces Mark Powell as Creative Brand Director

IRVINE, Calif. - TAVIK® announces Mark Powell as its Creative Brand Director, a position in which he will supervise the brand’s global design direction. In his new role, Powell will use his experience to strengthen the creative direction of TAVIK while also staying true to its vision as a lifestyle brand designed for active individuals engaged in the modern beach and music culture.

Powell brings over ten years of experience to the TAVIK brand. Having spearheaded his own visual marketing agency, Humble Giants, which delivered leading youth marketing campaigns for clients such as Mammoth Mountain and other California resorts, Powell knows how to successfully engage brands with their audiences. Prior to this, Powell served as Art Director for multiple brands within the action sports industry and perfected his eye for forward-thinking designs.

“As TAVIK continues to excel, Mark Powell will play an important role in driving growth for the company through his expertise in creative and visual communication,” says TAVIK Founder Erik Paulsen. “He is exceptionally talented and brings inspiration, leadership and vision to the TAVIK team. We are proud to have him on board.”

Powell will execute all aspects of design for TAVIK, including new media marketing efforts. Under his new title, he produced TAVIK’s Holiday 2012 line, which was very well received by retailers. Most recently, Powell steered the design direction of TAVIK’s Spring 2013 collection, which debuted at Agenda earlier this month.

Holding an MBA in Film from Chapman University, Powell is heavy into storytelling and will exercise this skill in developing the TAVIK brand. TAVIK’s Spring 2013 collection is inspired by the heat of summer, which lends itself to pool parties and music festivals. Whether by sea, on land, or in one’s own mind, each piece incites exploration and encourages the wearer to mix and match varying pieces of the line - just like the perfect playlist.

“I’m honored that TAVIK has created a position that enables me to help strengthen the brand,” says Powell. “TAVIK has such a strong heritage, giving it great potential for big things. This is an exciting opportunity for me to help shape and expand the brand.”

Keep an eye on TAVIK in 2013 as Powell is already working to expand the brand’s offering with a full accessories collection and a new bottoms program.

TAVIK will showcase its men’s Spring 2013 and women’s swimwear collections at PROJECT in Las Vegas from August 20-22 at the Mandalay Bay. Visit TAVIK at Booth 17051 to get a sneak peek of the Accessories Collection as well.

About TAVIK: TAVIK is an original lifestyle brand that produces premium collections for active individuals engaged in the modern beach and music culture. Founded in 2004 by a team of visionaries seeking to create a brand that reflected their Southern California lifestyle, TAVIK has stayed true to its vision, offering superior apparel and accessory collections every season.