Challenge
Celebrate a century without losing the plot
Easton is one of those rare companies that helped shape an entire sport.
From its earliest aluminum arrows in the 1940s to its place in every Olympic archery final since 1972, Easton has left its mark on the field and in the hearts of archers around the world.
As its centennial approached, the Easton family wanted to create a book that honoured their long history without sounding like a museum plaque.
They had innovation milestones, photos, and product stories going back generations. But they also had a core identity to protect: a humble, family-driven ethos rooted in craftsmanship and care.
The goal was to create a high-impact piece that would:
- Celebrate the people and innovations that defined Easton
- Make sense of 100 years of evolving technology and ownership
- Feel emotionally resonant for family, athletes, and fans around the world
It had to feel worthy of the milestone without ever becoming self-congratulatory.
Solution
A book that hit the mark
Echo’s team approached the Easton book as both a centennial celebration and a tribute to a legacy brand.
We began by reviewing historical records, catalogues, and archives alongside extensive interviews with family members, employees, and elite archers.
From this source material, we shaped a cohesive narrative that moved through three core eras: founder Doug Easton’s early innovations, son Jim Easton’s global expansion, and the company’s present-day leadership.
We let the achievements speak for themselves, supported by:
- Dozens of archival and competition photos
- Behind-the-scenes engineering stories
- Reflections from Olympic and Paralympic athletes
Design-wise, we deployed enticing headers, eye-catching sidebars, and dynamic pull quotes to create a magazine-like immersive experience. The goal was to let readers open the book to any page and be drawn in immediately by the story and the layout. (The timeline of events 1922 to present is one of our favourite spreads.)
Overall, the book feels serious but never dry. Classic, but not stuck in the past.
Result
A centennial book that meant something
The final product, Easton: One Hundred Years of Excellence, became more than a marketing piece.
It became a source of pride, a reminder of the legacy behind the gear, and a touchstone for the family, capturing how one small workshop became a global standard.
It told a story that everyone who’s touched an Easton arrow (or baseball bat or hockey stick) already felt but now could hold once again in their hands.
Interested to learn more? To get a snapshot of Easton’s 100-year journey, check out its 100 Years of Excellence page, where the company shares videos, podcasts, and other content in celebration of its history.
One more cool thing...
A tribute that came full circle
At the front of the book, the very first spread features photos of three archers in very similar stances holding increasingly complex bows.
As Chairman Greg Easton writes in the introduction, the photos – like the book itself — tell the story of “three generations whose sheer will, ingenuity and incredible work ethic created one of the world’s foremost sporting goods companies. It’s a family story, and it’s the story of Easton’s first 100 years in sport.”
From one man’s workbench to the Olympic stage, the story remains one of focus, precision, and quiet determination.
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