Brand Book: MAVERICK for PONY Sneaker

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BRAND BOOK

C A U T I O N

USE OF CREATIVE FREEDOM IS NEEDED

INTRO

This book, created to express a NEW CONCEPT for PONY‘s mono and multibrand stores, will guide you through the essentials of being a true Maverick.

A maverick is someone who follows a path, but not always the easy one. He faces the struggles and detours that happen in life. He might not be the best, the fastest, the luckiest, but there is one thing you can be sure of even though he doesn’t know where he’s heading to he always keeps on going.

The intention of the binding and the book itself is, that you, reader, can MAKE IT YOUR OWN. Feel free to read, feel and objectify this in your own way. Leave it as a whole or take only a few pages out.

A given coherence will provide you with enough safety to not go wrong but enough flexibility to find new inspiration over and over again. In the end, it all makes sense. So go ahead, be maverick yourself and find your own path in the usage of this printed expression.

CONCEPT Inspired by PONY‘s support of UNDERDOG athletes back in the days and underdog creative nowadays, our concept is based on that foundation.

We aren‘t mass, we are mavericks - we believe in little accomplishments rather than big achievements.

Being a MAVERICK means following your path, enjoying every step but not being scared of detours and failures. It is about seeing things differently than others, seeing opportunities where others don’t and using that as your advantage. Never giving up while believing in yourself, even when the times get rough. Not loosing focus, hustling but not rushing.

Transforming this into a retail concept, the Maverick bricks and mortar brand experience is based around the idea of: ‘We see OPPORTUNITIES where others fail to look.’ Translating it into 3D, we make use of display places and methods that aren’t commonly used. For example, the shoes can be displayed hanging from the ceiling, in corners or simply being positioned in non-conventional ways.

V I S I O N

WE AREN’T MASS WE ARE MAVERICK

WE STRIVE FOR LITTLE ACCOMPLISHMENTS RATHER THAN BIG VICTORIES

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WE SEEK OPPORTUNITIES WHERE OTHERS FAIL TO LOOK

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EXPLORE THIS BOOK AS A TOOL TO GUIDE BUT NOT LIMIT YOUR WORK

FOLLOW YOUR OWN PATH

ON YOUR OWN TERMS

WANDER WITHOUT LOOSING YOUR WAY

HUSTLE BUT DON’T RUSH

PORTRAY THE WORLD THROUGH A PROTAGONIST’S EYES

FAIL BUT ALWAYS KEEP ON GOING

AMAZE WITH EVERYTHING YOU DO

SHOW THE ESSENCE IN NONOBVIOUS WAYS

STAY ON YOUR FEET

NO MATTER WHAT

LEAD THE WAY BUT NEVER TELL WHAT TO DO

BE WILLIAMSBURG AND NEVER LOOSE MANHATTAN OUT OF SIGHT

RETAIL GUIDES

By STAYING TRUE to PONY‘s DNA, red, blue and white will be, throughout, the representative color in every retail environment that will be created under the MAVERICK concept.

As the imagery of our brand book is mainly representing New York, the streets and the strive for difference, these components are made visible in store in the use of color, material and shapes. It is a constant reflection of the New York streets, layering of materials inspired by the city and a clash of polished and (re)used materials.

Being a true Maverick requires SMART USE of materials, space and given budget.

Therefore, a mono store has to be constructed as a flexible store concept using a chameleonic approach and multi brand stores have to be able to get adjusted quickly and easily. Using reused materials is crucial for the proper outcome as it gives the rough New York street feel and works clashy but complementary in combination with polished materials which bring the modern freshness.

R E T A I L L G U I D E L I N E S

INCORPORATE RECOMMENDED COLOURS, MATERIALS & SHAPES

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STAY TRUE TO THE PONY PALETTE OF RED, BLUE & WHITE

MERGE OPPOSING TEXTURES IN COMPLEMENTING WAYS

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MAKE USE OF FOUND MATERIALS

ENFORCE A STRONG REFERENCE TO THE STREETS OF NEW YORK

S E P A H S

CONSTRUCT WITH GEOMETRICAL SHAPES, RATHER THEN ORGANIC SILHOUETTES

BUT DARE TO BREAK BOUNDARIES

BELIEVE IN THE CHEVRON

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C H R I S T O P H E R L R I E D L