BASECAMP 3.0 BRAND IDENTITY 2024 by Groundswell

V.3 | 06 / 2024

DIRT

ON ASPHALT

ON SNOW

IN WATER

TRAIL BLAZING FUTURE

We welcome all levels of riders and are dedicated to safe, and responsible across all trails no matter if its on asphalt, in dirt, ripping the powder or gliding across a lake.

Welcome to Basecamp 3.0 The groundswell brand blazing a new trail for motorsports.

ORIGIN BRAND TAGLINE

Our original brand tagline is simple to understand that basecamp IS where you need to start your journey. Basecamp is also your family for support and we will be here to warmly greet you when you return. We have retired this tagline. Today we have made a fresh new shift in our messaging.

EVOLVED BRAND NEW TAGLINES

3.0

Basecamp 3.0 we are now highlighting the experiences our clients enjoy and the feeling they get by going beyond.

“It’s About Time” and “Feel Free” are expressions of this feeling that is the essence of our brand.

Motorsports Starts here is a legacy tagline only used when we want to underscore where we started.

BASECAMP 3.0 TWO WORLDS COME TOGETHER

Today we now have added more marine brands with BRP to our Lineup Manitou and AlumaCraft together with SeaDoo we decided to highlight the world of water.

Our new Branding is introducing a expanded brand color of our Basecamp Blue with a reflection which is our Basecamp M upside down into W representing water. We have a adapted version called the “Sicamous Shimmer”.

ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

BRAND ARCHETYPES

“Your journey starts here”

Helps their ideal clients find themselves by guiding them to new experiences, locations and ways of thinking. Values individuality, freedom and new experiences. Shows others that they don’t need to stay stuck in their current life or way of thinking, expanding minds, awareness and new paradigms.

Experience – soar – fulfilling – adventure – out of comfort zone – navigate – life changing – possibility

“I’ve always loved the idea of not being what people expect me to be”

Take down systems and ways of life that aren’t working any more. Standing up and sharing your voice even if you are standing alone not bending to other’s wishes or expectations of you. Convicted – revolution – bold – renegade – fiery – drastic – loud –straight talking

“Work hard stay humble”

The everyman, is everyone’s BFF, focused on building a community believing in hard work and being humble. You resist authority figures and royalty because you understand that we all have faults and we are all human, no one is better than the next. Helps find common ground and relate with one another.

Everyday – honest – community – together – straight-talking – hardworkingrelatable

EXPLORER 70% MAVERICK 25% GIRL / GUY NEXT DOOR 5%

ATTRIBUTES & PERSONALITY

THE ESSENCE OF OUR BRAND

FREE AND ADVENTUROUS AT THE CORE

To experience the outdoors going beyond your last adventure.

Our promise to our customers is that basecamp is their source for all things motorsports to enable them to experience new adventures. We are core to being bold, free and experience new adventures.

We are also only showcase the best of the best. Our deep understanding of motorsports has us curating unique products and services to give them confidence to go further and experience more.

ALIGNMENT

PREMIUM BRAND PARTNERSHIP

BRAND ATTRIBUTES

Brand attributes are the brand’s foundation; aspects of character that allow us to present our products and services with credibility and authenticity. They infuse the personality with conviction and commitment, resulting in a defined and readily identifiable tone of voice.

FUNNY CASUAL NEUTRAL ADVENTUROUS NEUTRAL SIMPLE INSPIRING

MODERN

YOUTHFUL

THE BASECAMP PERSONALITY

A service centric voice that aims to help and connect with our audience in a casual yet honest way. We unleash freedom and control of time on your terms, in the end its about fun.

BRAND VOICE

THREE CATEGORIES

We have three categories of writing tone to delineate different marketing objectives, from pure brand awareness to a time-sensitive promotion.

The highest brand level or “Signature” copy, is bold and simple, with a hint of humour, allowing for light hearted clear conceptional writing.

The second level, or “Experience” copy is more specific to using the product or experiencing our services. Experience copy adds the energy to match the activity with a slight humour but always humble and honest.

Finally, the “Editorial” level, which tends to be more tactical, directs our audience to take action or invitation to one of our events. This tone is less interpretive, expressive than signature and is straight up informational.

Social Stories, are even more light and can be very simple and lighthearted but true to our voice of being authentic and honest.

BRAND VALUES | VOICE

BRAND VALUES

Brand values are the building blocks of our value proposition.

AUTHENTICITY INNOVATION SERVICE

OUR NEW BRAND IS BUILT ON THE CORE VALUES THAT CAN BE BROUGHT TO LIFE IN ALL ASPECTS OF THE BUSINESS (SALES, SERVICE, FINANCE) TO DRIVE PROFITABILITY THRU AUTHENTIC CONNECTION TO OUR AUDIENCE

• Is long lasting

• Is trusted and valued by our customers

• A brand that our staff, ownership and partners can be proud of

• Is memorable, relevant, searchable and identifiable

MODERN

VALUE

PHOTOGRAPHY

RESETTING THE BAR

Our mandate in motorsports is the set the bar for our hero content and develop original photography to compliment our BRP content.

This requires us to be ruthlessly creative and disciplined to be measuring an image by its mood as much as it’s content. Our aim is to inspire our customers to stop in their tracks and go make their own.

BOLD AUTHENTIC IMAGE BANK

PHOTOGRAPHY TIERS

Signature / Hero Photography:

This level is focused on creating an impression; an inspiring and alluring visual introduction to our brand and our authentic connection to our customers adventures and desired experiences.

These go beyond visual information to create emotionally driving viewer engagement. They have magnetic appeal, They are bold and not contrived. They are stand alone pieces of photography that inspire awe in our viewers - a visualization of being part of the basecamp family.

Signature photography’s primary purpose is to build equity in our brand. It will define and differentiate ours from all the other typical motorsport dealerships.

Its our visual emotional connection with our audience.

Experience Photography:

This level begins to add more visual information while continuing to reinforce the emotional equity in the brand. The images help stimulate a deeper interest in all aspects of our business from the retail experience, our service experience and the experience of owning and using our products.

Partner Photography:

This level is using our partners provided images and curating the ones that are not over used and unique to work with our branding style.

PHOTOGRAPHY TYPES

Social Photography:

Our use of images needs to be tiered as well - specifically for 3 different uses of social images.:Header images / Posts / Stories

Social Header Photography: (landscape)

This tear tends to have a headline embedded in it and is typically one of our signature images so it tends to stay “live” for some time or part of a focus campaign based on season or focus of the business. This tends to be a blend of our own and partner photos.

Social Stories Photography: (portrait)

This is a mix bag of iPhone images from the store or experiences or re-sharing customers images combined with our in-store and B roll images to highlight events, inspire or educate. We also intend to share liberally our partners and more loose and fun images. A Social posting guidebook will be provided to the publishers of our social accounts.

Social Posts Photography: (landscape & portrait)

This tier is the A- or B+ images that either by shape size or decision they are not used as our Hero / Header images. Following sizing guidelines to ensure the integrity of the images is saved wherever possible.

UP CLOSE AND PERSONAL

Cropping into a photo or shooting micro angles can provide an effect to highlight features and play with depth of feel. We want to break from traditional rules and create a magazine type feel.

FAR AND INSPIRATIONAL

Images that inspire our customers to go explore and visualize themselves going beyond the ordinary. Getting images that minimize the size and ration of the person and equipment. The shots that are really about the places they are looking at or just conquered.

TYPOGRAPHY

BRAND TYPOGRAPHY

TWO CATEGORIES OF

PRIMARY: INTERSTATE

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BRINGING THE TWO TOGETHER

The Mix of our two typefaces delivers the Authentic Raw Explorer meeting Cultured and Modern

EXPLORER MODERN INTERSTATE FONT GOTHAM FONT

COLOUR

THREE COLOUR CATEGORIES

Our Colour standards are divided into three categories

Primary Palette: should dominate the colour use. In our red is our default logo colour and white is our background colour, and black is a default type and alternative logo colour.

Secondary Palette: the first dollars you reach for beyond black and shite.

Tertiary Palette: skills out the field with our explorer earth tones.

The reason for separating the full palette into three groups is to narrow the colour spectrum that the brand is seen in. This is a strategic practice for all successful brands, especially when establishing our bran to become recognizable in the minds of our target audience.

In addition to establishing familiarity, our brand is founded on a stripped down simplicity that prioritizes raw, authentic, understated presentation.

COLOUR WITH PHOTOGRAPHY

The neutral tones of the Primary and Secondary palettes showcase our photography as the heart, especially when images are composed of earth tones. We want our product to stand out against this natural palette