BRAND HANDBOOK
Protecting Body & MindTM
BRAND HANDBOOK
ABOUT THIS BRAND HANDBOOK This handbook is designed to provide a solid foundation and guide for the Windpact brand, including its conceptual, verbal, and visual execution. This is a living document meant to reflect the brand in its current and near-future state. It is meant to be reviewed and revised should any major changes happen within Windpact.
DESIGNED JULY 2013 web: forty.co email: hello@forty.co twitter: @fortydesign phone: (480) 788-2940
Forty
Table of contents CONCEPTUAL Our story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Key differentiators . . . . . . . . . . . . . . . . . . . . . . . . . 6 Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Vision . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Values . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 Style . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Archetypes . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
VOICE OVERVIEW Voice and tone . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Voice samples . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
VISUAL OVERVIEW Design principles . . . . . . . . . . . . . . . . . . . . . . . . . 37 Graphic elements . . . . . . . . . . . . . . . . . . . . . . . . 39 Visual recommendation samples . . . . . . . . . . . . . 43
There are two types of people in the world—those who watch the world change, and those who do the changing. One day while getting into his car outside of New England’s Foxboro Stadium, our founder and former NFL football player, Shawn Springs, began to strap his son into a child’s car seat. He admired the advanced protection incorporated into the seat, and then thought about his teammates. If car seats had come this far, why couldn’t someone come up with something better for the football helmet? So he went straight to work.
WINDPACT WAS BORN FROM ONE MAN’S DESIRE TO PROTECT HIS LOVED ONES.
We care about the lives inside of the helmets, underneath the pads, and on top of the soles. We are here to bring long-overdue changes that will help the people we love lead safer lives. 5
REWRITING THE RULES Our makeup defines who we are. These qualities make us truly different and distinct from our competitors and peers. They’re the reason our clients remember and trust us.
What we make
Our product is stylish, comfortable—and most importantly—highly effective.
Where we came from
Our founders have first-hand experience from youth sports all the way to the NCAA and NFL.
Why we’re here
We created our product because we wanted to protect the people that we love.
7
PLAYING WITH HEART Our purpose is a clear description of why Windpact exists. It summarizes the difference we’re trying to make in the world and what drives us every day.
OTHERS STRIVE TO BE COMPETITIVE. WE EXIST TO PROTECT YOUR LOVED ONES. 9
LOOKING DOWN FIELD Our vision describes what the future will look like once our goals are achieved. It’s important to have a clear understanding of our vision so everyone is working towards a common goal.
WE ENVISION A FUTURE WHERE WINDPACT IS A HOUSEHOLD NAME, SYNONYMOUS WITH ADVANCED PROTECTION FROM IMPACT. A FUTURE WHERE PEOPLE LEAD ACTIVE LIVES WITH CONFIDENCE BECAUSE THEY ARE PROTECTED BETTER THAN EVER.
11
TAPED TO OUR LOCKERS Our values are the attitudes and beliefs at the core of Windpact. They embody what’s truly important to our company, and they should be reflected in all of our decisions and actions.
VISIONARY We believe in leading the way to a better future. We are committed to constant improvement and looking for ways to expand our technology into new and useful products. We create products that provide people with more protection and cool factor than anything that has ever existed.
CONVICTION We believe that what we are doing is our social responsibility. We don’t just know we can do better, we make it happen. Protective gear for active people has gone without improvements for too long. It would be irresponsible of us to not put everything we have into this opportunity to make life safer for so many people.
13
HOPEFULNESS We believe in giving people hope for a safer, healthier future. There’s still much we don’t understand when it comes to head injuries. But we have found a way to make things better than they have been for a long time. We’re creating a safer future for people leading active lifestyles.
EXPERTISE We believe in being the authority. Our founders have walked in the shoes of the people our products seek to protect. We’ve done our homework and put in the research. We work with the best and the brightest minds from concept to completion and we are committed to staying ahead of the curve.
OUR TEAM MATES Our audience profiles help us to design experiences that are right for each audience segment and their context.
ACTIVE PEOPLE SEAN Age 26 Location San Diego, CA Education Some College Occupation UPS Delivery Driver Relationship Status Single
Sean values life/work balance and makes working out and staying active a priority. In addition to running and cycling, he likes to stay involved in various intramural sports teams year-round. Sean once dislocated his shoulder playing football in high school. While he’s recovered from the injury, he remembers the longterm battle with pain and it’s enough to make him care about protecting himself against future injuries. These days, he’s looking for both comfort and cool factor when it comes to protective gear. He often buys things on impulse and doesn’t like to bother with details.
ACTIVE PEOPLE
Active men and women of all ages, including high school and college students. They push their bodies further than most people and they are looking to take care of themselves so they can stay healthy and active as long as possible.
FEELING
Emotional
Physical and
and psychological
environmental
state, stress level,
considerations,
desires, needs
preferences, stimuli
• Nervous about concussions • Looking for competitive advantages
DOING
• Pressured to perform well
Cognitive
• Worried about what would happen if they got injured
assumptions, learning ability, education
• Using a variety of digital devices to interact with Windpact online
• Doesn’t want to worry about safety while being active
• Mobile and tablet use is at least equal to desktop
• Wants to look and feel cool
LEARNING
• Trying on gear to evaluate appearance
• Education and reading levels will vary, although most consumers will have completed high school
• Viewing information on Windpact as a group, or with a team, which means the potential for distraction is high
• Thinking of Windpact on personal terms, “What does this mean for me?”
• Most likely to understand information when it’s presented in uncomplicated, clear language using layman’s terms
17
PARENTS VANESSA Age 35 Location Tampa, FL Education Bachelor’s of Education Occupation High School Teacher Relationship Status Married
As a mother of two young and super active kids, Vanessa makes decisions slowly and needs to feel good about the brands she brings home to her family. Her son is going to be registering for their local Pop Warner football league for the first time this fall. After seeing one too many of her students get hurt playing, she’s anxious about keeping him safe and protected from harm’s way on the field. She’ll read all the online reviews and ask her friends for recommendations before deciding which gear to buy for her son. She especially likes to buy from ethical brands she can trust.
PARENTS
Parents of children and active teens. They want their children to have fun, play sports, and stay active, but they don’t want to compromise their safety. Parents act not out of obligation, but of love and a desire to keep their kids healthy.
FEELING
Emotional
Physical and
and psychological
environmental
state, stress level,
considerations,
desires, needs
preferences, stimuli
• Nervous about concussions • Delighted to hear there is a better option
DOING
• Skeptical of claims and looking for proof
Cognitive
• Worried about what would happen if their kid got injured
ability, education
assumptions, learning
• Mobile and tablet use is at least equal to desktop
• Apprehensive to overspend on gear their kids will outgrow • Wants their child to have the best • Intrigued by Windpact technology • Thinking of Windpact on personal terms, “What does this mean for my kid’s safety?”
• Using a variety of digital devices to interact with Windpact online
LEARNING • Education and reading levels will vary, although most consumers will have completed high school
• Reading the fine print and searching for consumer reports • Shopping with kids, multi-tasking
• Parents will appreciate layman’s terms and communication that clearly illustrates benefits to their families • Understanding of sports vernacular will vary 19
MANUFACTURERS & SPORTS ASSOCIATIONS ARMANDO Age 52 Location Chicago, IL Education MBA Occupation Product Development Manager Relationship Status Divorced
Armando is a Senior Product Development Manager for Riddell Sports. He moves quickly and logically when it comes to making decisions, but he does have a soft spot for good design. In the wake of the $3.1M lawsuit his company lost to a paralyzed Colorado prep football player earlier this year, new safety standards are a top priority. He’s willing to look to outside vendors for help to speed up the process and repair Riddell’s reputation quickly and cost effectively. Armando will need access to concise, clearly explained details about technology, quality, design assistance, cost, and delivery.
MANUFACTURERS & SPORTS ASSOCIATIONS College-educated, mid-life, senior-level professionals who are in positions of power.They’re busy and need to quickly understand the value that Windpact can bring to their brands and product lines.
FEELING
Emotional
Physical and
and psychological
environmental
• Seeking a competitive edge
state, stress level,
considerations,
desires, needs
preferences, stimuli
• Anxious about finding ways to protect people and reduce the cost of injuries • Needing to be inspired and not bored by another sales pitch (subconscious) • Skeptical and looking for facts, research, and proof
DOING Cognitive assumptions, learning ability, education
• Managing a busy schedule with time and resource constraints
• Excited over the possibility of leveraging a new technology
• Traveling, jet-lagged, tired, stressed
• Concerned about costs, rights, and patents
• Multitasking (even if just mentally)
• Thinking in terms of business value, “What do I stand to gain or lose?” • Thinking in terms of responsibility, “How can this help me reduce the cost of injury?”
LEARNING • College-educated and business savvy • Potential partners will appreciate a deeper dive into the science behind Windpact technology, including plenty of supporting facts and figures, however, they still want to be entertained and engaged
• While they use smartphones extensively, this crowd will most likely do their Windpact research on a tablet or desktop while at work
21
GOVERNMENT & MILITARY JASON Age 47 Location San Antonio, TX Education Virginia Military Institute Master’s
Jason is a Colonel at Fort Sam Houston, where he makes decisions concerning what protective gear soldiers will wear. He makes decisions slowly and logically, gathering all of the information before making a choice, knowing his career is on the line. Jason has children and friends who also serve in the military. Jason sustained a concussion during a training exercise early in his military career. He did not report it at the time, but now believes attitudes toward head injuries need to change.
Occupation Army Colonel Relationship Status Married
After serving in Operation Desert Storm, Jason returned with firsthand experience in combat situations. He factors in this personal knowledge when making decisions about what equipment to use.
GOVERNMENT & MILITARY Accomplished leaders who are in positions of power. They lead a busy, highly structured life and are very results oriented. When they make decisions, they are sticking their own neck out on the line. They’ll need all of the facts and information to be convinced that Windpact is worthy of protecting the people who serve our country.
FEELING • Nervous about making decisions that affect so many lives
Emotional
Physical and
and psychological
environmental
state, stress level,
considerations,
desires, needs
preferences, stimuli
• Aware that their own career is tied to the effectiveness of this product • Hopeful that they can make inherently dangerous jobs safer
DOING Cognitive assumptions, learning ability, education
• Apprehensive about using an unproven product • Questioning whether this product can hold up to the rigors of military applications • Skeptical and looking for facts, research, and proof • Empathetic toward those wearing the protective gear
• Traveling from base to base evaluating practices and procedures • Reviewing all of the different options for providing protection
LEARNING • Decision makers likely hold a master’s degree, and have been involved with the government/military for some time • Technical product information and the finer points of scientific research and data will be understood, and reviewed with rigor
• May use smartphones and tablets, but will primarily research Windpact from a desktop computer or by thoroughly reading through any downloadable or printed materials • Reviewing information about Windpact in board meetings and formalized presentations 23
STYLE KEYWORDS
These traits represent our core characteristics and style of doing business. They should be used as a source of inspiration and guidance for future branding, digital design, marketing, and more.
REFINED: COMPLETE, SAVVY, AND PRECISE Not: stodgy, pretentious, or egotistical This relates to our values of expertise and vision. Use language that makes Windpact sound like a grown-up company. Help people understand that the product is revolutionary, yet built upon a solid foundation and is proven and polished. We look professional, but not corporate and clinical.
COURAGEOUS: KIND-HEARTED, HEROIC, AND EMPATHETIC Not: masculine, aggressive, or overprotective This relates to our values of conviction and hopefulness. Use caring and compassionate language that demonstrates the human reasons for creating our product. Incorporate this into our look and feel by using images and graphics that stir emotion and demonstrate the human side of the product’s benefits.
INTELLIGENT: DELIBERATE, MATTER-OF-FACT, AND ACCOMPLISHED Not: information-dense, overly technical, or arrogant This relates to our values of vision and expertise. Write with simple and concise language to communicate the big ideas behind our product without sounding overly complex. Use typography and imagery that is crisp and modern, avoiding anything overly bubbly or juvenile.
COOL: INTERESTING, ENGAGING, FRESH Not: casual, cutesy, or youthful This relates to our values of hopefulness and conviction. Communicate our cool factor with language that shows, not just tells, that our product is innovative, amazing, and revolutionary. Stay fresh and ahead of the curve with digital design that is sleek, future-ready, and easily adaptable to different mediums, such as tablets and mobile devices.
25
BUILT WITH CHARACTER Our brand personality is based on the qualities of these characters, which makes it easier for our customers to quickly discern what we’re all about.
WE’RE INSPIRED BY THE DEFENDER The defender is a symbol for people who protect others from harm through bravery and service. They’re selfless, brave and loyal. Defenders are great leaders who always act in the best interest of those they are trying to protect. When a defender must make an important decision, they carefully weigh the options and choose the path that benefits the greater good. We are defenders because everything we do is related to protecting peoples’ lives. We protect people who put themselves in harm’s way by providing them with a better option. We didn’t do this because we needed the money; we did it because we knew that it had to be done for our friends, our family members, and our teammates. We’ve made sacrifices to get here, but the positive impact we’ll have on our country will make it all worthwhile.
27
WE’RE INSPIRED BY THE MOTIVATOR The motivator is a symbol for people who want to achieve amazing goals by getting others excited about a cause. Motivators inspire those around them to dream big and do whatever it takes to reach their goals. Whenever they’re met with a challenge, they don’t get discouraged—they channel their passion to overcome it. We are motivators because we help people from all walks of life see that a happier, safer life is possible. We started this company because we saw a problem and had a vision to solve it. Our passion for our product and our cause is what makes people believe that we can achieve our goals. We will make a difference because we know we can.
IT COMES FROM WITHIN Our voice and tone illustrates how our writing and communication sounds. These guidelines help us convey our brand personality and create a distinct, consistent brand experience for customers.
MESSAGING AND VOICE We are protectors. We are a force for good. We are experts. We are trustworthy. We are hard workers. We are intelligent. We are Windpact.
WE LOOK OUT FOR PEOPLE We communicate this by being caring, but not overbearing. Windpact is like an unsung hero whose heart is pure and always puts the needs of others first. We genuinely care about the well-being of others and go the extra mile to make sure they’re safe and protected.
WE INSPIRE AND DELIGHT We communicate this by being clear and passionate, not long-winded or overly technical. Windpact is like the cool guest lecturer who shows up at your class and leaves everyone feeling inspired and engaged. We never bore people with dry technical details; instead we share that information in a way that’s fun and inclusive.
WE ARE CHANGE AGENTS We communicate this by stating facts, not by being rebellious or aggressive. Windpact is like the protester in front of the tank in Tiananmen square. We galvanize people behind a cause. We won’t let this go any longer—we’re starting a movement.
WE ESTABLISH TRUST We communicate this by sharing knowledge and being realistic, not by overpromising or exaggerating. We are like the best boss you’ve ever worked for. The one who everyone wants to work for. We’ve always got something relevant to contribute, and we always make good on our promises.
31
GENERAL GUIDELINES • Avoid “marketing words” and set realistic expectations. • Be clear and concise. • Stay away from overcomplicated explanations of our research or use of jargon. • Stay true to our purpose. Bring it home to protecting people. • Avoid being overly masculine, we don’t want to sound testosterone fueled. • Use real research rather than superlatives when trying to impress. • Show excitement with words rather than exclamation points. • Use first-person pronouns when possible to create a personal, less corporate feel people can connect with. • Don’t talk as if we’ve solved the problem, we’re helping to increase protection. • Use the tagline alongside our logo. It’s verbiage should not be altered.
SAMPLE VOCABULARY Research
Engineered
Fit
Strategic
Proven
Designed
Comfort
Performance
Protection
Specifications
Natural
Peak
Love
Tested
Champion
Efficient
Family
Reduce
Sophisticated
Believe
Teammates
Minimize
Cool
Effective
Team
Technology
Educated
Future
Amazing
Dissipate
Reliable
Results
Capable
Safety
Children
Athletes
State-of-the-art
Improve
Progress
Life
Experienced
Move forward
Social responsibility
Play
Fashioned
Possible
33
SAMPLE HEADLINES & PHRASES • A new way to protect yourself and the people you love. • Stay on the field. Protect yourself. • We help you protect the people you love. • When you protect yourself, you protect your whole family. • Taking impacts out of your life isn’t an option. Reducing their speed is. • Engineered by physicists to defy the laws of physics. • Protect yourself. Protect your family. Crash Cloud technology keeps you in the game. • You’ve got a life to live off the field. We’ll protect it. • Protect yourself.
• The football helmet went 30 years without innovation. We think you deserve better. • You train hard to win. We train hard to keep you safe. • There’s no such thing as being too protective of your body. • We’ve done our homework to help keep you on the field. • If you have a loved one who plays sports, we can help you protect them. • We protect you while you’re on the field so you can have a better life when you’re off it. • We believe the people you love deserve better.
WRITING EXAMPLES Sincere and trustworthy
Clear and passionate
Like this:
Like this:
At Windpact, our mission is to
Our team of physicists, athletes,
protect our friends and families
engineers, and designers have
from harm while they’re out living
developed a unique system that
active lives; that’s why we designed
provides a new kind of protection
a new generation of protective gear
from impact.
to keep you and those you love safer than ever. Not like this: Not like this: Trust us. We’ve been through it all. We were founded by football players, so we know what it feels like to take a hit. That’s why we created Windpact.
Our patent-pending energy dissipating system features nonexplosive air bags that respond instantaneously to dissipate energy upon impact!
35
WRITING EXAMPLES Heroic and compassionate
Proven and polished
Like this:
Like this:
Crash Cloud technology was created
Windpact technology was inspired by
to protect you so you can play longer
the science used to protect infants
and your family can worry less. Now,
during a car crash. Put to the test, our
everyone can enjoy the game more.
gear has been shown to absorb and disperse energy much more efficiently
Not like this:
than standard sporting equipment.
The daily grind can be tough. Thankfully, we created the Crash
Not like this:
Cloud so you can keep taking—and
We’re proud to say that our product
delivering—the hard hits.
is the best on the market. We’ve perfected our system to the point where we blow the competition out of the water.
WORN WITH PRIDE Our look is a consistent image that helps us maintain a strong connection with our audience. Following these design guidelines will help us create an image that our audience will use to quickly and easily identify Windpact.
DESIGN PRINCIPLES A look that is polished and professional. Images and graphics that stir emotion, trust, and collaboration. Vibrant, warm colors that inspire action. Typography and imagery that is crisp and modern. Uncomplicated layouts that are easy to navigate. A design that is sleek and easily adaptable to different mediums.
LOGO The Windpact logo is a core brand signal that identifies the brand amongst competitors. It must be applied with consistency if people are to develop a visual bond with the brand’s identity. When Windpact is incorporated into other products, our logo must be featured in a highly visible way.
Black logo
Full color logo
Reverse logo
Also acceptable in solid Windpact Cool Gray
Available in spot color or CMYK build
For use on Windpact orange backgrounds
39
SYMBOLS & ALTERNATE LOGO
Symbols When applicable, the Windpact symbol may be used alone
Horizontal logo When applicable, the Windpact logo may be used horizontally as shown
COLOR PALETTE
Primary colors
Windpact Orange PMS 151
Windpact Gray PMS Cool Gray 9
PMS 7534 50% tint
White
Secondary colors
PMS 432
PMS 325
PMS 7702
PMS 7661
41
TYPOGRAPHY WINDPACT TYPEFACE FOR HEADLINES
You train hard to win. We train hard to keep you safe. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefjhijklmnopqrstuvwxyz
AVENIR TYPEFACE FOR BODY CONTENT We created Windpact to protect people. We’ve put everything we have into creating products that keep your loved ones safer than ever.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefjhijklmnopqrstuvwxyz
INSTALLING OUR GAME PLAN Here are some examples of what the Windpact brand looks like when we put everything we’ve talked about into action.
SAMPLE GRAPHIC ELEMENTS Meet the team Shawn Springs President & CEO, Co-Founder
We help you protect the people you love.
Maurice Kelly
Chief Operating Officer, Co-Founder
WATCH THE VIDEO
Analysis
Crash Clouds
TM
Force Applied
Non-explosive air bags respond instantaneously to impact
Refresh Vents
TM
Relief vents dissipate energy created by an impact LEARN MORE
Foam (Spring)
Air Mass Flow Air (Mass, Pressure, Temperature)
SAMPLE PHOTO & HEADLINE
Protect yourself. Crash Cloud technology was created to protect you so you can play longer and your family can worry less.
SAMPLE PHOTOS & HEADLINES
THE FOOTBALL HELMET WENT 30 YEARS WITHOUT INNOVATION.
WE THINK YOU DESERVE BETTER.
A new way to protect yourself and the people you love. 47
There are lots of ways to make a difference in the world. But it isn’t always easy. It doesn’t happen right away. You have to care. You have to have a big heart. You have to be committed.
WE’RE IN THIS FOR THE LONG HAUL. WE’LL STOP AT NOTHING TO PROTECT THE PEOPLE WE LOVE.