Rebrand Guide
"change with patagonia"
TABLE OF CONTENTS
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CLIENT PROFILE CREATIVE BRIEF SWOT ANALYSIS EXPANDED TARGET MARKET MOOD BOARD/ TEXTURES COMPETITOR ANALYSIS STYLE GUIDE LOGO DESIGN PRINT AD MEDIA & ME4RCHANDISE
CLENT PROFILE COMPANY NAME Patagonia ABOUT THE COMPANY Our values reflect those of a business started by a band of climbers and surfers, and the minimalist style they promoted. The approach we take towards product design demonstrates a bias for simplicity and utility. From skiing, to snowboarding, surfing, fly fishing, paddling and trail running,all of which include silent sports. None require a motor; none deliver the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature. MISSION, VISION, GOALS Patagonia’s most up-to-date mission statement reads, “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” CURRENT TARGET AUDIENCE 18-30 year old male and female action/adventure thrill seekINDUSTRY Outdoor clothing retail company PRODUCTS/ SERVICES Clothing company with direct marketing relating with global environmental restoration. Tone/Current Design Style Energetic and inspiring details that entice its audience to creatively express their outdoor aspirations with and single name brand.
CREATIVE BRIEF PROJECT This campaign is focused on highlighting what makes Patagonia an environmentally sustainable company by running a series of ads that create a connection between the individual and the environment. From the mountains, to the ocean, to any other outdoor activity that allows the consumer to see the beauty of our earth and spark an appreciation for sustaining such beauty. BACKGROUND/ OVERVIEW The campaign will promote apparel such as t-shirts, jackets, and hats meanwhile creatively throwing in a fun fact per ad in regard to the benefits of choosing Patagonia for the environment. An outdoors aesthetic, specifically highly- contrasted sceneries such as mountains, oceans, or trees, will be encompassed throughout the entire campaign, incorporating highly-saturated images, allowing customers to feel the impact they are leaving on the environment by purchasing this brand is substantial. USP For decades, Patagonia has been injecting their eco-friendly personality into everything they do, certainly setting them apart from their competitors. Their value of stewardship towards the earth comes above everything else, donating 1% of their sales every year to preserve and restore the environment. OBJECTIVE/ PURPOSE/ GOALS • Increase website and social media click through rate by at least 25% within the first month. • Experience an increase in revenue by 35% after the first 10 ads are run. • Increase Social media followers by 1,000 after first month of campaign.
CREATIVE BRIEF TARGET AUDIENCE The target audience for this campaign is focused primarily upon the “Activist Community.” This particular group of people tend to range from the ages of 17 to 32, and are spending their free time outdoors and taking on new adventures. They enjoy exercise and generally shop at stores such as Dicks or Academy. DESCRIPTION OF APPEARANCE Patagonia campaign 2018 will encompass a highly saturated, outdoors, adventurous theme. This not only encapsulates their part of their mission to contributing to the environmental crisis, but also grabs the attention of our target audience of the outdoors adventure-seeking individuals. TAGLINES Reach Out and See The World Be the Difference Live for Now Change with Patagonia CALL TO ACTION “Learn how you can help the cause at www.patagonia.com.”
SWOT ANALYSIS STRENGTHS • Durable • Eco-Friendly WEAKNESSES • Specific target market • Limited suppliers OPPURTUNITIES • Help environment with 5% of total net income after 1 year. • E-Fibers within clothing created through recycled materials THREATS • Public companies • Competitors such as North Face and Columbia access same target market.
EXPANDED TARGET AUDIENCE NAME Cade Smtih AGE 27 GENDER Male LOCATION Jacksonville, FL INCOME LEVEL $40,000 OCCUPATION College Sport Field Director EDUCATION BA Degree in Sport Management MARITAL STATUS Single HOBBIES Fishing, hiking, biking, kayaking, surfing, diving MINI BIO Cade Smith is a young adventure seeker looking for any chance to find a new challenge.
MOOD BOARD/ TEXTURES
COMPETITOR ANALYSIS
For outdoor enthusiasts, Patagonia not only offers a durable, long lasting line of outerwear, but they ignite the basis of what could be a new generation of environmentally sustainable business within the outdoor market. Patagonia focuses on more than just profit, by giving back to what humankind calls home. By purchasing from Patagonia, consumers are supporting an apparel line that, unlike any of their competitors, gives back to their environment as well as their employees. Most similar in competitive nature to Patagonia is North Face. The company makes almost identical apparel for about the same price and markets to the same crowd of outdoor enthusiasts. Although the share the same crowd, Patagonia states that they do not fear North Face, nor any other brand, a competitor. They do not share similar end goals. North Face, as any other company, looks for an increase in sales each year, while Patagonia does not measure success through profit. Patagonia wants to see change. “Buy less, but when you buy, buy Patagonia.� Patagonia generates leverage over their competitors with the abundance of ways they give back to not only the community but their own employees. Through their environmental call to action, they are calling awareness to their brand. They know that the people who utilize their products are environmentally conscious, and they intentionally alienate consumers choosing by choosing people who strongly identify with their morals.
STYLE GUIDE COLOR PALETTE
TYPE FACE
Helvetica (regular) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
10 Point
Bodoni 72 (Smallcaps) Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 12 point
LOGO DESIGN Color Logo
Black and White Logo
PRINT AD
Patagonia is Change. With 5% of our overall net sales going towards global restoration, we encourage others to follow us and take the steps towards a cleaner environment.
Make a change at www.patagonia.com/change
MEDIA AND MERCHANDISE
MEDIA AND MERCHANDISE
CONTACT INFORMATION MEGAN MILLER
RYAN ASHWORTH
mmiller692@flagler.edu
rashwroth443@flagler.edu