Professional Work

craig@yugenrunner.com
www.linkedin.com/in/craig-sheckler
Bethlehem, PA, USA

Tech startup with the goal of introducing a new virtual cycling app for hyper-realistic indoor riding

Top 50 running and walking specialty shop in the U.S.

Evolution of Store Branding Concept

The concept was to symbolically depict how Aardvark has been an integral part of Bethlehem for 40 years, and, conversely, how Aardvark exists because of the patronage and support of the whole community, especially through hard times such as the (then current) pandemic.

Aandy Aardvark, the company mascot, is widely recognized in the town because of his appearance at many events and in promotions over the years. I wanted to incorporate him as emblematically straddling the shop and the city.

To take the symbolism to yet another level, I wanted the final version to be composed entirely of miniature real photos highlighting memories from 40 years of making customers happy.

Final Installations of Vinyl

Perforated vinyl was used on the store windows to allow slight transparency and partial light through the vinyl. Solid vinyl was used on the office windows and door for privacy.

Installation was completed in time for the Bethlehem Running Festival which brings the city, and the store, into the spotlight of the running world each year. Since its completion, customers and passersby stop to look closely at the individual photos to perhaps spot themselves and to appreciate seeing what four decades of building strong relationships within a community looks like.

External Window Graphics

Advertisement designed for a collaboration with large athletic footwear brand Altra Running to highlight trail shoe offerings

Apparel Design

Designed branded apparel and coordinated its production for Aardvark customers and staff. Throughout the year I introduced new shirt designs to highlight holidays, special occasions, and seasonal promotions. And, sometimes simply because an idea seemed fun.

Crowd Participation Prop for Events

Designed, built, and painted this wooden cutout of the store mascot about to cross a race finish line (painting is not my strong suit!). Cutout, finish line, and support legs easily disassembled for transport and storage. This was created for the first-ever Vark & Bark 1-mile run/walk with dogs, with proceeds from entry fees and merch sales benefitting a local animal shelter, and then used at subsequent additional events attended by Aardvark or Team Vark.

The concept here is to display this structure at the Aardvark booth during various race/event expos, registration sites, and start/finish lines to garner interest and participation from attendees. The wooden finish line serves as a place to secure a race logo, personalizing it for each event. Participants would stand behind the finish line, raise their hands next to Wooden Aandy, and have their photos taken. Sharing on social media was encouraged with appropriate hashtags.

Snapchat Face Filter

Created a custom face filter using Lens Studio / Snap AR to display a cartoon blue Aardvark head, like mascot Aandy Aardvark's, on people walking by the shop. To achieve this, I pointed a webcam, connected to a laptop processing the filter, toward the sidewalk and then displayed the result in real time on a large-screen TV visible outside.

I promoted it with an "I'm an Aardvark, too!" campaign during the holidays, showing how everyone in the community belongs there. This depicted the shop as fun and welcoming to anyone seeking foot comfort, and to dispel the perception of run shops as being uptight or elitist, as they are often viewed by those who do not competitively run.