VISUAL STRATEGY GUIDE
VISUAL STRATEGY GUIDE
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
CONTENTS 1/
INTRODUCTION
05
BRAND HISTORY THE SOUL KEYWORDS TIMELINE THE OLD MARK
2/
OUR FUTURE MISSION STATEMENT REBRANDING OBJECTIVE PERSONAS COMPETITORS
15
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
1/ INTRODUCTION BRAND HISTORY THE SOUL KEYWORDS TIMELINE THE OLD MARK
1/ INTRODUCTION
BRAND HISTORY FOUNDED IN 1969 IN AUSTRALIA.
In 1969, two Torquay locals, Alan Green and John Law, turned to making boardshorts in their home garage based on what they saw as a market opportunity. Quiksilver enlisted a stable of huge names to represent its image over the years, including surfers Kelly Slater and Tom Carroll, and was known for incorporating wetsuit functionality into their designs such as velcro and zippers. The majority of major surfers in the '70s were seen in the brand.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
07
WE ARE UP FOR EVERY ADVENTURE.
1/ INTRODUCTION
THE SOUL
FREE YOUR SPIRIT.
"It's the spirit that defines eras, discovers waves, invents styles, throws parties, wins world titles." —quiksilver.com
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
09
KEYWORDS POSITIVITY
“The ‘Stay High’ campaign is focused on the positives in life, the moments that give you a rush of adrenaline and happiness.” —Garry Wall, the global brand director NATURE
The cresting wave and snow capped mountain logo symbolize excellence and authenticity. The logo was inspired by a famous Japanese woodcut depicting a typhoon wave and Mount Fuji. ADVENTURE
"We're founded on a shared passion for living in the moment and using that passion to awaken the spirit of adventure." —quiksilver.com
1/ INTRODUCTION
TIMELINE 1973—2015
Landed to the States. Legendary surfer Jeff Hakman left Torquay with a Bells trophy and an agreement to distribute Quiksilver in the States.
1973
1976
Founded in Torquay, Australia. Alan Green and John Law went into business so that they could make a living and go surfing.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
1988
Launched its sister brand ROXY for young women, initially with a range of swimwear.
1990
Established the first 100% sponsorship athletes.
12
The Quiksilver Foundation; a non-profit organization committed to supporting environmental, educational, health and youth-related projects.
1996 Launched its first snowwear line.
2004
2006
Struggled to appeal to a new breed surfers. Initialed a turnaround plan.
2013
Reached the highest revenue $2.5 billion.
2 0 1 5 W E N T I N T O B A N K R U P T C Y.
1/ INTRODUCTION
THE OLD MARK "THE GREAT WAVE"
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
13
Âť The old logo was designed by the founder
Alan Green and John Law in 1973. The design was inspired by Japanese painter Hokusai's woodcut "The Great Wave."
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
2/ OUR FUTURE MISSION STATEMENT REBRANDING OBJECTIVE PERSONAS COMPETITORS
2/ OUR FUTURE
NEW MISSION
SET PEOPLE FREE TO BECOME ADVENTURERS.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
17
Âť THE OBJECTIVE
To inspire more people to join the adventurous life. Quiksilver will be a brand not only for outdoor or action sports lovers, but also for people who want to embrace nature and free themselves in the outdoors. We will provide the essentials and services to help people embark on adventures.
2/ OUR FUTURE
PERSONAS EXPAND OUR AUDIENCE
Setting personas is imperative to make the brand unique enough; apart from competitors. It is the way to attract all audiences to our brand, by that, I can discover their needs and desires in order to develop a wide range of possibilities to evolve the business.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
19
2/ OUR FUTURE
"I want to live my life to the fullest, going on adventures to explore the unknown."
01 SHAWN SMITH
(26) MALE RESTAURANT SERVER LEWES, DE
» YOUNG ADVENTURER
» Enjoys driving to see beautiful places since he just bought his first car. » Loves being surrounded by nature because he found it is the only way to find the peace of mind. » Believes that surfing supports a healthy lifestyle and is inspired by many surfers that he encounters. » Travels frequently as a backpacker, and he doesn't like to plan the schedule. » Enjoys the freedom of traveling and meeting new people along the way. » Enjoys fishing and eating his catch during his time away from work. » Likes to discover scenic landscapes to spend holidays in beautiful nature with his girlfriend. He sees it is a good way to keep their relationship strong.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
21
"I am attracted to the feeling of my adrenaline flowing."
02 KEMBA HEALEY
(38) MALE SPORTS PHOTOGRAPHER LOS ANGELES, CA
» SPORTIVE PHOTOGRAPHER
» Began surfing since the first time he was inspired by other surfers that he worked with. » Followed his passion and decided to switch his career to sports photography. » Found that action sports can bring excitement and an opportunity to challenge himself. » Was told doing outdoor activities could help his son's mild autism. » Likes to shop sports outfits for himself and his son. He really cares about the function and safety. » Thinks that taking children to experience the nature is a good way to give them environmental education. » Shares his interest with his son by teaching him how to surf.
2/ OUR FUTURE
"I truly love being at sea. I get to explore the unexplored."
03 CARLOS LOZANO
(22) MALE AQUARIUM INTERN SEATTLE, WA
» OCEAN LOVER
» Since his dad bought him pet fish when he was little, he has a great passion about marine life. » Is studying Marine Biology in college because he loves fish and ocean. » Is a volunteer at an aquarium. He likes to help people learn about the ocean. » Enjoys outdoor activities since he had to do field trips under the sea for his school studies. » Likes scuba diving because he loves to see marine world. » Has a great environmental concern, so he thinks he is responsible to contribute what he knows. » Wants to build a website telling people the beautiful places he has been to.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
23
"Work hard, play hard"
04 CHI YANG
(34) FEMALE HOTEL MANAGER MIAMI, FL
» AVID TRAVELER
» Grew up in a big city, she has a desire for nature. » Wants to move to the west coast someday. She had previously worked there and really enjoyed the location. » Loves spending her holiday in islands. She wants to escape from city life. » Has positive thinking and likes to inspire others. » She hopes to improve in her snowboarding since her boyfriend enjoys. » Tends to challenge herself to try new things. » Her job gives her a lot of pressure, so she travels often to relax outdoors.
2/ OUR FUTURE
"The sea and mountain are the most amazing things in the world, both I can't live without."
05 RISA MASUYA
(29) FEMALE PROFESSIONAL SURFER HAWAII, HI
» OPEN-MINDED ISLANDER
» As an islander, she can’t live without the sea. It is inherent in her nature. » Loves hiking near the coast and seeing the ocean view from the hilltop. » Decided to quit her job pursuing her surfing career and wants to work as a surfing or swimming instructor. » Loves camping because she loves to stay outdoors to enjoy the beauty of nature. » Purchases organic food whenever she can. She believes that it is environmentally friendly and healthy. » Feels climate change has brought a big impact to her surfing environment; the tide is unstable. » Thinks everybody should be environmentalists and desires to teach children about it.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
25
"I am curious and willing to try new things."
06 KAITLIN JOHNSON
(18) FEMALE HIGH SCHOOL STUDENT JACKSON, WY
» CURIOUS TEEN
» Likes to watch movies or series related to the ocean. She dreams that she can live by the sea. » Works in skiing resorts as her part-time job during the winter. She practices skiing in every snow season. » Is preparing to attend a skiing competition. » Grew up in a town that is easily accessible to nature. » Likes to challenge herself with outdoor activities and partakes in girl scouts. » Wants to try surfing someday because her friend told her it was fun. » Decided to be a vegetarian. She grew up in her family’s livestock farm and loves animals.
2/ OUR FUTURE
"I'm ready to live the good life"
# DEREK MACAULAY
(52) MALE FRENCH CUISINE CHEF C H I CAG O, I L
» BON VIVANT
» Owns a busy restaurant. He spends a long time working in the kitchen everyday. » Doesn’t have a habit to exercise. He feels exhausted after work. » Doesn’t like to meet new people. He doesn’t really like social things. » Prefers to travel to big cities because he wants to go to different good restaurants. » Grew up in a rural town and he felt bored, so he prefers to live in big city. » Doesn’t want to have children. He enjoys a simple life living with his wife. » Likes to enjoy luxurious trips all over the world.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
27
"Life at home is better than life outside."
# ARJUN KUMAR
(41) MALE FINANCIAL LAWYER NEW YORK, NY
» WORKAHOLIC
» Has a busy life schedule working in law and caring for his daughter. » Mainly exercises at the gym in his apartment building because it is efficiency while he is usually busy. » His daughter is also busy at school, so they don’t spend much time together. » He and his daughter like to watch movies and relax at home together after work. » Enjoys city life and likes to go to bars with friends. » Needs to have a lot of alone time to ease the stressful pressure from work. » Prefers doing activities like reading at home as an alternative to outdoor adventures.
2/ OUR FUTURE
BRAND GRIDS PAST: ACTION SPORT GEAR
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
29
FUTURE: FREE SPIRIT
2/ OUR FUTURE
COMPETITORS 01 CURRENT
These brands produce a similar range of boardsport gears and target to the same group of audience like ours. They also promote the love of ocean and outdoor life like we do.
» BILLABONG
A surf company, and is also a sports wear and casual clothing manufacturer. The business found immediate traction, with surfers drawn to the superior functionality of the Billabong boardshorts.
» REEF
Reef is a brand of casual sandals, known as Thongs, created by two Argentine brothers. It is thriving as one of the leading surf brands in the world offering footwear for guys, girls and kids.
» HURLEY
With deep roots in beach culture, it is engaged in the design, development, manufacturing and selling of surf apparel and accessories. The brand was started with the idea of facilitating the dreams of the youth.
» O'NEILL
A California surf, snow and lifestyle brand. The founder took his unstoppable passion for surfing and used it to battle Mother Nature.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
31
» RVCA
RVCA is a design-driven lifestyle brand free from passing trends. Appearing as a natural on the shelves of boutiques as on those of a local skate shop.
» VOLCOM
Volcom was founded in 1991 on the belief that there is a higher level of consciousness to be found within one’s self through the internal and external journeys that board-sports, music, art and film provide.
» GLOBE
Globe is a producer and distributor specialising in purpose-built apparel, footwear and skateboard hard goods brands for the boardsports, street fashion and workwear markets.
» RIP CURL
Rip Curl started as a vision or ‘Search’ of two friends has grown into a philosophy and way of life for surfers and boardsport enthusiasts worldwide.
» DAKINE
Dakine makes gear for people who love being on the mountain or in the water enough to have figured out a way to spend their lives doing it.
» VISSLA
A clothing brand that embraces the modern do-ityourself attitude within surf culture, performance surfing, and craftsmanship. This is a surf-everything and ride-anything mentality.
2/ OUR FUTURE
02 ADJACENT
» PATAGONIA
Patagonia grew out of a small company that made tools for climbers. It designs outdoor clothing and gear for the silent sports: climbing, surfing, skiing and snowboarding, fly fishing, and trail running.
» TCSS
The brand has the vision of an authentic, creative label as a platform that celebrates an emerging alternative movement within surf culture.
» CHANNEL ISLANDS SURFBOARDS
Channel Islands has grown from a local grass-roots
» SANUK
Sanuk is a lifestyle brand known for its funky sense
operation to a cutting edge organization, catering to the best surfers in the world.
of style, lo-fi innovation, and delightfully irreverent humor. Primary product franchises for the Brand include its Yoga Mat Sandal Collection.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
33
» RUSTY
Rusty brings you all the gear and surf clothing you need. They have a wide range of surf clothes and surf gear located across the globe.
» ROXY
ROXY is a fashion brand inspired by the Mountain and the Wave. They create adventure-inspired, purpose-driven fashion that motivates women to live richer, more engaged lives.
» FCS
The first FCS fin plug was patented shortly after the global release and it quickly became the world standard for removable fins.
» OAKLEY
Oakley manufactures and distributes high performance sunglasses, prescription lenses and frames, goggles, apparel, footwear, and accessories.
» NIXON
Nixon began with a small line of team-designed, custom-built watches sold exclusively in specialty boardsport and fashion retailers.
» FUTURES FINS
Futures is the ultimate source for exceptional performance surf equipment created by surfers for surfers. It is about being authentic, challenging the status quo, and standing for the evolution of our sport.
2/ OUR FUTURE
03 ASPIRATIONAL
» OUTDOOR AFRO
It has become the nation’s leading, cutting edge network that celebrates and inspires African American connections and leadership in nature.
» VON ZIPPER
Their mission is to develop, design and deliver premium eyewear, goggles, soft goods and accessories to the alternative mindset through participation in the sideways subculture.
» BIG AGNES
Big Agnes is one of the leaders in developing tents and sleeping bags made from recycled materials, including recycled PET.
» SURF ODYSSEY
A book about the world of surfing today and those that live in it, this community is made up of the surfers themselves as well as surf photographers and board builders who are also spreading its distinctive spirit into other creative fields.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
35
» DEUS EX MACHINA
Deus ex Machina is a step bigger than a brand: it ’s a culture. Our openness and enthusiasm strike a chord with people, wherever they are.
» CHILDREN & NATURE NETWORK
They are leading the movement to connect all chil-
» REI
REI sells sporting goods, camping gear, travel equip-
dren, their families and communities to nature through innovative ideas.
ment, and clothing. It also offers services such as outdoor-oriented vacations and courses.
» OUTERKNOWN
It explores the relationship between function, style and sustainability. As producers, it asks us to lift the lid on our supply chain, bringing the consumer along on our journey to transparency.
» OCEAN & EARTH
It is the world’s leading manufacturer of surfboard leashes and surfboard covers. The company also makes boardshorts, and a wide range of apparel, including snow wear.
» STUSSY
Stussy’s success came the opportunity to travel and spread the Stussy vibe. Stussy clothing was inspired by this international group of musicians, skaters, DJs and artists with similar tastes, which helped to shape the brand into an international street wear label.
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
Always Onward.
RESOURCES quiksilver.com djbadventurejournal.com mashable.com
DESIGN ALLISON CHEN COURSE NATURE OF IDENTITY INSTRUCTOR HUNTER WIMMER SCHOOL OF GRAPHIC DESIGN, FALL 2017 ACADEMY OF ART UNIVERSITY
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E
Q U I K S I LV E R
V I S U A L S T R AT E GY G U I D E