LOT. NR. 58.1460
REF. NO. 293682
TRD. MRK. EST. 2012 WORKER BO
13
OC T OBE R 1995
R oom 248
Western’s Cove Inn
These boots are carefully made andguaranteedfor comfort and satisfaction. Ref. Nr. 36895.45.731.114
YS FIRST A W L
Expires
FR I DAY
URBAN P
* JAMES HOUSTON *
LITY * TH A U Q
E
LEATHER PRODUCTS.
OT S
JECT A RO
EAR HARDW
*
TABLE
OF CONTENTS 1. BRAND PROMISE 2. BRAND JOURNEY 3. BRAND VALUES 4. BRAND ASSETS
5. BRAND COLORS 6. BRAND LOGO 7. BRAND FONT 8. BRAND LANGUAGE
9. BRAND HOUSE 10. BRAND POSITION 11. BRAND LIFESTYLE 12. BRAND COMMUNICATION
1.
BRAND PROMISE
THE URBAN PROJECT IS NOT ONLY SHOES, IT´S A LIFESTYLE.
2.
BRAND JOURNEY ROADTRIP.
WILD NOMADS AND REBELIOUS BOHEMIANS TRAVEL THROUGH THE URBAN JUNGLE OF A VAST COUNTRYSIDE WITH WINDS IN THEIR HAIR AND DIRT UNDER THEIR FEET. ON THE ROAD OF FREEDOM THEY ARE ON A QUEST FOR ADVENTURE WHILE EXPLORING NEW GROUNDS.
3.
BRAND VALUES INDIVIDUALITY.
AN IDENTITY IS EARNED BY CHALLENGING THE MAINSTREAM. IT IS LABELLED WITH A QUALITY LIFESTYLE OF PRIDE AND COMMITMENT.
WILD REBEL
ROCK N´ROLL
HIPPIE THE URBAN PROJECT BIKER
FREEDOM
4.
BRAND ASSETS
ATTITUDE.
A LONER WHO SEARCH WITH A CURIOUS MIND CHALLENGES HERSELF TO PUSH BEYOND THE BOUNDRIES OF A COMFORT ZONE.
EXPLORER ADVENTUROUS
INTENSITY
THE URBAN PROJECT FEARLESS
DAREDEVIL
ROUGH
5.
BRAND
* C: 20 M: 100 Y: 91 K: 13 R: 178 G: 31 B: 43
COLORS FADED.
THE PALETTE IS DISTRESSED IN WASHED OUT SHADES AND A RED ACCENT COLOR. THE IMAGERY REVEALS GENUINE FLAWS OF LIFE, LIKE THE OLD POLAROID ILLUMINATED BY THE SUN.
6.
BRAND LOGO QUALITY.
A BEST QUALITY STAMP VALIDATES AUTHENTICY AND IT REINFORCES GREAT CRAFTMANSHIP WITH ATTENTION TO DETAILS. THE NAME IS A DEDICATED MOVEMENT OF SOLES IN SEARCH FOR NEW GROUNDS. IT IS THE LABEL OF A PREFERRED LIFESTYLE IN FREEDOM.
7.
BRAND FONT CARNIVALE FREAKSHOW.
FUTURA STD LIGHT CONDENSED.
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8.
”I´D RATHER BE HATED FOR WHO I AM THEN LOVED FOR WHO I´M NOT”
- KURT COBAIN
BRAND LANGUAGE NATIVE.
THE SPEECH IS FLUENT IN QUOTES OF PEACE, LOVE, & ROCK N´ROLL. IT ATTRACTS RECOGNITION AND GIVE A SENSE OF HOPE AND BELONGING. IT IS A COMPASSIONATE COMPANION TO A RESTLESS GENERATION OF A DIGITAL REVOLUTION. MUSICAL NOTES CAPTURES A TIMELESS ESSENCE OF BEING ALIVE. FAVORITE LYRICS ARE WRITTEN BY INSPIRATIONAL ROLEMODELS.
9.
BRAND
• DELIVERY A MOBILE PLATFORM • MISSION ALL AMERICAN DREAM • ESSENCE INTENSITY. ROUGH. EXPLORER. • PRINCIPLES ADVENTUROUS. FEARLESS. DAREDEVIL. • PILLARS BIKERS. REBELS. HIPPIES. • FOUNDATION FREEDOM. WILD. ROCK N´ROLL. • BEDROCK INDIVIDUALITY.
HOUSE MOBILE.
ROUGH OPEN ROADS OF INTENSE ADVENTURES ARE THE FOUNDATION FOR FEARLESS DAREDEVILS LIVING THE ALL AMERICAN DREAM OF A ROCK N´ROLL LIFESTYLE. A MOBILE HOME IS THE PERFECT CHOICE FOR OUTCASTED REBELS, WILD HIPPIES, AND BIKERS ALIKE TRAVELLING THE FOUNDATION OF FREEDOM IN STYLE. TRAFFIC STOPS ARE MADE AT LOCAL DINERS, GAS STATIONS, AND MUSIC FESTIVALS.
10.
BRAND POSITION WANTED.
THE AIM IS TO INSPIRE IN A HARSH LANDSCAPE OF RIVAL TERRITORIES WHILE SEARCHING THE URBAN COUNTRYSIDE TO FIND NEW ALLIES. ULTIMATELY IT IS NOT ABOUT WHAT OR WHO SHE IS, BUT WHAT SHE REPRESENTS. THE CREW IS A SISTERLY BAND OF DEDICATED RANGERS PROTECTING AN OUTCASTED LIFESTYLE. SOME ARE EVEN OUTLAWS WANTED FOR THEIR STYLE.
HIGH
QUALITY
LOW
HIGH
PRICE
PRICE
LOW
QUALITY
11.
BRAND LIFESTYLE NOMAD..
ROAMING LIFE, TRAVELLING THE ROAD TO WHEREVER IT MAY LEAD, SHE IS A FORCE OF NATURE RIDING INTO THE NIGHT. COUNTING ENDLESS STARS AND MOTEL NEONSIGNS ALONG THE WAY EACH DAY IS AN ADVENTURE WITH NEW POSSIBILITIES.
12.
BRAND
COMMUNICATION ASSERTIVE.
MESSAGES ARE POSTED AT ONLINE BILLBOARDS FOR FREE SPIRITED MINDS TO JOIN THE URBAN PROJECTS. TRENDSETTING REBELS ARE LEADERS OF THE PACK WHO INSPIRE THE COMMUNITY TO TAKE ACTION AND TO FOLLOW. INDIVIDUALITY IS ALWAYS THE CORE VALUE OF ANY PROMOTION.
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