Brand Book 2013-2014 www.westbeach.com
WHO WE ARE
WE ARE WESTBEACH
the pioneers of snowboarding outerwear. “Our mission is to make riding with friends that bit more enjoyable” Our story begins in 1979...
BACKGROUND HISTORY ‘It all started in a shed, in Calgary, Alberta, back in 1979’ Unknown to most, Westbeach actually began life as a surf brand in Canada in 1979. When snowboarding was born in the late 1980s, Westbeach realised there was an opportunity to be the first major snowboard outerwear brand and so they evolved. But it has not always been “plain boarding”. Westbeach experienced a bumpy ride through the early neon retro days especially having to endure the rejection and outcasting from most ski resorts. However, they stuck with it and the acceptance of the sport in the Olympics and the general growing popularity saw the rise of snowboarding. Westbeach nurtured the entire boarding scene and established their name with the legendary Westbeach Classic event. There has always been one faithful riding companion throughout snowboarding; Westbeach. The rest is history.
THE LITTLE PINK HOUSE 1985
Soon to be Westbeach co-owner Scott Sibley and friend relax in front of the little pink house on West 4th that was Cal B.C. circa 1985.
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Snowboarding, Westbeach and a new Canadian dream.
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We produce affordable and stylish boarding gear to help everyone ride to their potential whilst still having fun.
> > WE WORK HARD, BUT PLAY EVEN HARDER < <
When snowboarding was created in the late 80s, we realised there was an opportunity to be the first major snowboard brand and ring fenced this niche market for expansion, moving away from the surf market. With a rock solid snowboarding foundation, we set trends without comprising quality. Customers enjoy our clear vision which is high quality, yet stylish outerwear and streetwear. Essentially our values are reliability with...
a more than incidental mix of FUN.
Our philosophy has never changed.
PLAIN AND SIMPLE; WESTBEACH PRODUCTS ARE 100% MADE FOR SNOWBOARDING. Every nuance of every feature and design element is focused on the sole purpose of making a day of snowboarding with friends that bit more enjoyable.
WE JUST WANNA HAVE FUN!
That’s right, we continually remind our friends of just how much fun they had in our gear, whether it be once upon a time or each and every season, we know how to play. There aren’t many brands that have been around as long as us “doing our thing” and our heritage is testament to this. Authenticity is at the core of what we do. Our friends, be it the pro, the seasonaire, or the holidayer, are reminded by us as to why they fell in love with the lifestyle in the first place. We attract many a breed who just want to have fun, on a board, whilst looking s**t hot.
A BOARD + WESTBEACH = ALL KINDS OF FUN
OUR PROMISE... We promise to make our products with care to ensure they are of the highest quality. They must always be on-trend and where possible we will be setting those trends. Lastly, they will be constructed using materials with integrity. This demonstrates to our customer that we guarantee a reliable and trustworthy experience. We promise to never lose sight of who we are and that are roots are firmly based in snowboarding.
PERSONALITY
TONE OF VOICE
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Fun Approachable Authentic Bold Colourful Heritage Innovative Leaders Welcoming
Colloquial Engaging Honest Lighthearted Friendly Expressive Direct Young Fashionable
CONSUMER SEGMENTATION Based on primary research, the consumers of Westbeach have been segmented into three main categories as below. The key consumers are the Fashional Social Skiers and The Boardsports Fanatics with the introduction of a relatively new target audience entitled The Outdoor Explorer. This new group has been targetted through the introduction of collaborations to Westbeach. Partnerships with other brands have enabled to reach a different target audience. These target consumers are both male and female but currently it is a ratio of 3:1 with a male dominance. We are looking to convert this ratio and significantly improve our female audience in future campaigns. The nature of the boardsports market has meant consumer segmentation is generalised in terms of gender and although there are distinct characteristic differences, e.g. clothing designs, these do not need to be defined until the last stage of manufacture.
>> COMMUNICATION GUIDELINES In order to create the desired brand experience, we believe that the core characteristics of our DNA should be clearly defined so that we can effectively communicate both to our internal and external audiences. To raise brand awareness we deliver our international advertising campaigns through internet, event sponsorhip, photography advertisments, film and trade shows.
Online Marketing: www.westbeach.com Social Media – Facebook, Twitter, Instagram, Youtube and Pinterest Current Online Campaigns: - “An error of genius” – collaboration - “We just wanna have fun, do you?” – “Girls just wanna have fun” Campaign content: - Custom landing pages/sliders - Online PR - Content – video, imagery, blog post - Promotions distributed through all of Westbeach’s channels
>> TYPOGRAPHY Our logo (which depicts the Canadian Maple Leaf) is a major selling point, particularly as it harks back to our Canadian roots. It was a brave and bold move incorporating the word â&#x20AC;&#x153;snowboardâ&#x20AC;? despite the growth of free skiing, but, we find its simplicity has in fact worked in our favour. Our logo is black or red and is sophisticated as well as conveying action.