| 06 / 2024
V.3
IN
DIRT
ON ASPHALT
ON SNOW
IN WATER
“ “
The new brand imperative is to build a remarkable brand with soul. By consistently delivering differentiated experiences going beyond typical industry expectations they boldly standout against their competitors. Transforming into their own category leaving the sea of sameness into a groundswell of trust generating waves of sustainable growth and reputation.
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.
BASECAMP BRAND GUIDE INDEX
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
VALUE PROPOSITION
BASECAMP 3.0 LOGOS & ELEMENTS
COLOUR
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
ORIGINS
BRAND MISSION
To add value to our customers by connecting them to the outdoors with exclusive product and inspirational content at a value with a personalized level of service that is beyond their expectations
BRAND ORIGINS THE EPICENTER OF FEELING FREE
When we started the branding journey we needed to establish “The source of motorsports” and that basecamp was the starting point for your journey.
The origins tagline was “Motorsports Start Here”
Today the brands needs have shifted, and we are now more than established and its time to focus on the user experience and expand the customer base and the vision of the brand.
The Basecamp 3.0 is shifting into two powerful new taglines:
“It’s About Time” and “Feel Free”
This fresh new approach is about our customers, and what THEY value, and how they feel about the benefits of using our products and accessing our services.
OUR BRAND V.1 | 09 / 2018
BRAND ORIGINS WRAPPED IN OUR BRAND
Our clients are proud to ride with our brand. We are proud to ride with them.
Since launching the new basecamp creative we have created a tribe of riders who proudly wear the flag, badge or wrap of what we represent.
Freedom and control of time on their own terms.
Welcome to the groundswell that is building in the backcountry trails and on the asphalt roads in Alberta and beyond.
MAKING NEW TRACKS DISRUPTING AN INDUSTRY
The motorsports industry has been evolving over the past number of years. The new consumer is pushing the bar higher requiring dealers to provide a 360 engagement across all digital channels.
Branding and marketing sophistication continues to increase as the perceptions of what a motorsports enthusiast are /want and are looking for moves towards brands who “live the experience”
Basecamp is a modern dealership authentically sharing the motorsports experience.
The Internet has become the primary research source for our customers who are more informed and digitally connected more than ever. Through social and online reviews customers are playing a role in defining brands, both positively and negatively.
As a premium motorsports brand we must build brand advocates and promote honesty, we must be lear and authentic in all our interactions.
OUR STORY
OUR BRAND STORY
It began with a vision to re-imaging what a motorsports dealer could be. This combined with taking over a motorsports dealership established in 1957 - a re-established was developed to meet the new motorsports consumer. Our brand is the personality of this new type of modern dealership committed to being distinctive, unique and memorable.
It promises to be respectful and friendly. It is the benchmark for what motorsports dealership should be.
Our brand is about being THE place to begin your journey, expedition, adventure and motorsports experience. It is the source and base of all your outbound adventures and your support station.
Motorsports start here. Is the X on the map from where you currently are to return to us or arrive and experience us for the first time.
The basecamp motorsports brand is is lower case, to underscore our approachable way of doing business founded on being a foundation for everything you need to ride more.
The next chapter? It’s about Time and Feeling Free.
ORIGIN BRAND
Basecamp is also your family for support and we will be here
EVOLVED BRAND
Motorsports Starts here is a legacy tagline only used when we
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
FEEL FREE ITS ABOUT TIME
COLOUR
VALUE PROPOSITION MST SHOW
LOGOS & ELEMENTS
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT
BASECAMP 3.0
BASECAMP 3.0
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”.
NEW ORIGINS THE EPICENTER OF FEELING FREE
The vision of shifting into two powerful new taglines: “It’s about time” and “Feel Free”
This fresh new approach is about our customers, and what THEY value, and how they feel about the benefits of using our products and accessing our services.
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
VALUE PROPOSITION
We add innovative value connecting you to the outdoors with exclusive content and products at a value with a personalized level of service delivering remarkable.
VALUE PROPOSITION
3 CATEGORIES OF NEEDS
ASPIRATIONAL EMOTIONAL FUNCTIONAL
Knowing what your audience values is critical to motivating and connecting to them.
VALUE PROPOSITION
ELEMENTS OF VALUE
• PILLAR VALUES
• HIGHLY VALUED
1. QUALITY
2. INFORMS
3. FUN
4. VARIETY
5. MOTIVATION
6. CONNECTS
7. PROVIDES ACCESS
8. DESIGN AESTHETICS
9. AVOID HASSLES
10. AFFILIATION BELONGING
• ADDITIONAL VALUES
VALUE PROPOSITION
Adding value to our clients and connecting them to the outdoors with exclusive original content, products and exceptional personal service.
CONNECTS YOU TO THE OUTDOORS
ADD VALUE IN INNOVATIVE WAYS
CUSTOMER
HIGH END MOTORSPORTS EXCEPTIONAL SERVICE EXCLUSIVE PERSONALIZED
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR CLIENTS
VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
OUR CLIENTS
BRAND PERSONAS OUR CLIENTS
DEMOGRAPHIC OVERVIEW
I WANT TO FEEL FREE HEART
HOW DO I GET THE BEST VALUE? HEAD CREATE EXPERIENCES WITH FAMILY AND FRIENDS MOTIVATION
• Age 40-60
• 94% Male
• 62% White collar, business owner, professional
• 37% still have kids at home
• Majority are married
• Salary Ranges $50K with majority over $100K
SUMMARY
Overall our personas collectively value relationships, authenticity and quality products, he is an independent weekend explorer of sorts wanting to connect to a tribe of likeminded explorers with a passion for the outdoors and a love of motorsports.
BRAND PERSONAS CONNECTING RIDERS
Our rider has varying levels of skill and passion for the sport, sometimes can over estimate their skill level.
We help connect our clients to safe practices, ideal products and recommendations to help them enjoy their adventures safely.
Its is important that he feels that we have his back and will meet him where he is at providing honest information.
Trusting we we will be delivering the best of the best products. Consistently giving above and beyond service and most importantly making him feel part of our community.
Together we Feel Free.
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
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%
BASECAMP 13th ARCHETYPE
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
ATTRIBUTES & PERSONALITY
THE ESSENCE OF OUR BRAND
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
THE BASECAMP PERSONALITY
A service centric voice that aims to help and connect with our audience in a casual yet
We unleash freedom and control of time on your terms, in the end its about fun.
BRAND
Social Stories, are even more light and can be very simple and lighthearted but true to our voice of
BRAND VALUES | VOICE
BRAND
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
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
PHOTOGRAPHY
NOSTALGIC ORIGINS
We started disrupting the motorsports dealership industry with our desire to create authentic original content in our backcountry and local lakes with our riders in our settings. Professionally shot and visually inspiring the work we put into being original requires us to MARKET The authenticity.
Showcasing the origins of our heritage past content (recycling) and underscoring our background as well as stamping content WE created.
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
visual information while continuing to reinforce the emotional equity in the . 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
This level is using our partners provided images and curating the ones that are not over used and unique to
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.
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.
UP CLOSE AND PERSONAL
FAR AND INSPIRATIONAL
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
TYPOGRAPHY
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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
GOTHAM FONT
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
ORIGINS OUR STORY
ARCHETYPES
PHOTOGRAPHY TYPOGRAPHY COLOUR
BRAND KIT VALUE PROPOSITION
LOGOS & ELEMENTS
ATTRIBUTES & PERSONALITY
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
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 colours you reach for beyond black and white for accent or background.
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
PRIMARY SECONDARY TERTIARY
BRAND COLOUR PALETTE SECONDARY
USAGE
#CA7E21
SICAMOUS SAND
SICAMOUS SAND: sun-baked, warm, hospitable
EXPLORER: explore, forrest, grounding
EXPLORER TRAIL
TRAIL: rugged, outdoor, rustic, woodsy
#595B3C
#9B552B
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
LOGOS & ELEMENTS
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
BRAND KIT
BRAND TOOLBOX INTERACTIVE CANVA KIT
BRAND TOOLBOX DESIGN READY LIBRARY
The vision of shifting into two powerful new taglines: “It’s about time” and “Feel Free” This fresh new approach is about our customers, and what THEY value, and how they feel about the benefits of using our products and accessing our services.
BRAND TOOLBOX
SONIC LIBRARY & AUDIO CLIPS
Finding audio that underscores moments or animations that uniquely highlight our sonic branding strategy. Located inside of the Brand Kit.
BRAND TOOLBOX ANNIMATIONS
Finding animations to punch up videos or clips that stay on brand are located in Marketing assets
Located inside of the Brand Kit.
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
PROGRAMS
BRAND PROGRAMS
BEYOND CAMPAIGNS / PERVASIVE BRANDED ONGOING MARKETING
Brand is Permanent. Programs are Pervasive Campaigns are intermittent
Basecamp 3.0 has launched 4 pervasive ongoing programs that highlight Water, land, community and our feature hero content show called MST. The strategy is to build momentum and brand recognition across each of them.
IT’S ABOUT TIME
BRAND PROGRAMS
IT’S ABOUT TIME / MANITOU
BRAND PROGRAMS
FEEL FREE
BRAND PROGRAMS
IT’S ABOUT TIME
BRAND PROGRAMS
IT’S ABOUT TIME
FEEL FREE
BRAND PROGRAMS
FEEL FREE
BRAND PROGRAM DESIGN
FEEL FREE ORIGINS
BRAND PROGRAMS
FEEL FREE SPRING CAMPAIGN
PROGRAM: Feel Free 2024/25
CAMPAIGN:
Basecamp Team Spyder Spring 2024
BRAND PROGRAMS
FEEL FREE ATV ADVENTURE CAMPAIGN
PROGRAM: Feel Free 2024/25
CAMPAIGN: Basecamp Team ATV ADVENTURES Spring 2024
BRAND PROGRAMS
FEEL FREE WINTER CAMPAIGN
PROGRAM: Feel Free 2024/25
CAMPAIGN:
Basecamp Team Skidoo Winter 2023/24
FEEL FREE CLIENT ENGAGEMENT
PROGRAM: Feel Free 2024/25
CAMPAIGN: Instagram | Basecamp
Clients & team riders
2023/24
OUR RIDERS
Our rider has varying levels of skill and passion for the sport, sometimes can over estimate their skill level.
Its is important that he feels that we have his back and will meet him where he is at providing honest information.
Trusting we we will be delivering the best of the best products. Consistently giving above and beyond service and most importantly making him feel part of our community.
BRAND PROGRAMS
FEEL FREE USER GENERATED
Basecamp is a community of motorsports enthusiasts. We are often tagged in images and we should proudly repost.
Going the additional step when they have underscored “Feeling Free” and/or our brand is present in the photo.
The best of the best we add our “Feel Free” and turn it into a digital poster.
BRAND PROGRAMS
MOUNTAIN STANDARD TIME / SHOW
BRAND PROGRAMS
MOUNTAIN STANDARD TIME / SHOW
PROGRAM:
MST SHOW 2024/25
CAMPAIGN:
MST SHOW ACTIVATION / YOUTUBE & INSTAGRAM Spring 2024
BRAND PROGRAMS
MOUNTAIN STANDARD TIME / SHOW
BRAND PROGRAMS
MST / WEBSITE
basecamp “tent pole” program. This is our key content program with our ambassador turned host.
Landon Pavan who goes everywhere sharing the adventures using our products and sharing the journey along the way.
BRAND PROGRAMS
MST / SOCIAL MEDIA
PROGRAM:
MST SHOW 2024/25
CAMPAIGN
MST SHOW EPISODES ACTIVATION
YOUTUBE & INSTAGRAM
2023/24
MST COMMUNITY
BRAND PROGRAMS
MOUNTAIN STANDARD TIME / COMMUNITY
BRAND PROGRAMS
MST / COMMUNITY
Basecamp MST Community is built
Inside of Mighty Networks. Currently it is “on ice” until there is a commitment to build content and connections.
The vision is to create a virtual meeting place to talk about sport wide support, help newbies getting access to information.
Ultimately help grow the entire industry and help promote the safe and responsible use of motorsports in our backcountry.
BRAND PROGRAMS
MOUNTAIN STANDARD TIME / COMMUNITY
BRAND PROGRAMS
MOUNTAIN STANDARD TIME / LANDON
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY ARCHETYPES ATTRIBUTES & PERSONALITY
ORIGINAL LOGOS ORIGINS OUR STORY BRAND KIT VALUE PROPOSITION
COLOUR
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
CAMPAIGNS
BRAND CAMPAIGNS ITS ABOUT OPEN AIR
Basecamp content strategy is about inspiration. Ensuring we are showcasing the adventures our clients can experience using our products. Giving breathing room showing wide open spaces with min clutter to just feel the open air.
SOCIAL MEDIA
COPY IN POSTS
Basecamp is a conversation. Having a approachable fun tone as if we were talking across the fire pit with them.
Underscore inside the copy when we have filmed, produced or our team is in the photo.
Our content quality content looks like it could have come from BRP and we want them to know we cared enough about the details and WE RIDE TOO.
BRAND CAMPAIGNS SCHEDULE ACROSS BRANDS
Basecamp has the opportunity to be THE place for inspiration for motorsports. We represent multiple brands, have a core content show (MST) in store activities, ambassadors, events and so much more.
Over the past year we have been refining a schedule that enables us to ensure we generate coverage across all brands appealing to all of our clients.
BRAND CAMPAIGNS
IT’S ABOUT TIME SPRING
PROGRAM: It’s About Time St. Paddy’s Day
CAMPAIGN:
Basecamp Stories / AlumaCraft Photography Spring 2024
THE SHIFT
SEASON:
SHOULDER FALL 2023
CAMPAIGN: Shift into Winter
SEASON: 2023/24
CAMPAIGN:
7 Days Drop in
7 DAYS A WEEK
FEEL FREE FRIDAY
SEASON: 2023/24
CAMPAIGN: Feel Free Friday Focus
711 - 7 DAY CONVENIENCE
SEASON: 2023/24
CAMPAIGN:
Oh Thank Heaven 7 Days a Week
WE RIDE TOO
SEASON: WINTER 2023/24
CAMPAIGN:
We Ride Too
Basecamp underscoring we love what our customers love… Riding.
We Ride too is a campaign to show our staff, team, ambassadors in the wild using the equipment we sell and the lifestyle we all enjoy.
WINTER IS HERE
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
ARCHETYPES ATTRIBUTES & PERSONALITY
BRAND KIT VALUE PROPOSITION
COLOUR
LOGOS & ELEMENTS
PROGRAMS
CAMPAIGNS ACTIVATIONS CREATIVE GUIDE
ACTIVATIONS
CREATIVE CURATION BASECAMP YOUTUBE
CREATIVE DIRECTION:
ADDING SHORT CLIPS WITH BRILLIANT COVERS
CHANNEL YOUTUBE RESULT:
TOP 2 Clips 6.2K in Views.
BRAND
ACTIVATIONS TEAM / AMBASSADORS / HOST
SEASON: Winter 2023/23
Basecamp highlights our staff, team, ambassadors and our host of MST Landon in our own marketing. ACTIVATION:
BRAND ACTIVATIONS SONIC BRANDING
Finding a series of music that we can use on social media to underscore the unique feeling of each of our programs: Feel Free / It’s About Time that is unique but familiar to our audience is one of our unique branding angles.
We underscored several remixes of songs from the past that are nostalgic yet modern.
We decided to Remix to fit our sonic branding strategy.
FLY LIKE AN EAGLE REMIX / PRETTY LIGHTS
BRAND ACTIVATIONS
SONIC LIBRARY & AUDIO CLIPS
Finding audio that underscores moments or animations that uniquely highlight our sonic branding strategy.
Located inside of the Brand Kit.
CLICK HERE TO SAMPLE AUDIO
EVENTS
BRAND ACTIVATION EVENTS TRADE SHOWS
Basecamp doesn’t just show up to trade shows We own them.
The energy and branding ensures we are not missed on social and in person.
BASECAMP BRAND GUIDE INDEX
BASECAMP 3.0
PHOTOGRAPHY TYPOGRAPHY
ORIGINS OUR STORY
CAMPAIGNS ACTIVATIONS
VALUE PROPOSITION
ARCHETYPES
ATTRIBUTES & PERSONALITY
CREATIVE GUIDE
LOGOS & ELEMENTS
BRAND KIT
PROGRAMS COLOUR
CREATIVE GUIDE
For any questions regarding our brand guidelines, please connect with