LEATHERMAN BRAND BOOK
CONTENTB 1 CREATIVE BRIEF 2 MOOD BOARD 3 THUMBNAILS 4 MIND MAP 5 MEDIA SCHEDULE 6 FINAL CAMPAIGN
TBRIEF
Create a campaign under the slogan: “Prepare for the Expected and Unexpected.” THE CHALLENGE: showcase each type of activity the various multi-tools are used for and to bring awareness to new audiences
BRAND HISTORY Leatherman is a heritage brand of multi-tools and knives that are manufactured by The Leatherman Tool Group, Inc. located in Portland Oregon. Tim Leatherman and Steve Berliner founded the company on July 5, 1983 based on the need for a pliers based, multi-purpose tool. The company was based on simple and fundamental principles: manufacture the highest quality products that deliver excellent value to the consumer, while providing good, living-wage jobs to the local workforce. It was in that same year that The Leatherman Tool Group, Inc. was founded that it sold its first invention – the Pocket Survival Tool (PST) Leatherman’s product line currently includes various multi-tool products for certain activities:
• Outdoor • Emergency
• Tactical • Action Sports
• Trades • Travel Friendly
• Do it Yourself
The mission of Leatherman is to inspire and prepare its owners for the expected - and unexpected - that inevitably will come their way. Every multi-tool and knife Leatherman ships out the door is crafted by one of the 700 Oregonians who call Leatherman a great place to work. It stands behind its products with a no-questionsasked 25 year warranty.
BRAND STATUS Currently, Leatherman tries to compete at the same price point as its competition, all while building their tools locally in Oregon. The brand has loyal customers but is not as well known to audiences outside of its current customers. Leatherman recently created a new voice and identity for the brand with the “Leave nothing undone” campaign to capture the essence of its rugged, do-it-all products and the people who use them.
1
T
MOOD
2
THUMB
3
M MIND MAP
Returning customers
WHO
[
Magazines ex) sports, men, activity, DIY, outdoor Oregon based focus, but possibly expand to other states
WHE
N
AT WH
People within the target audience associated with each activity ex) dads, professional action sport athletes (skateboarders, snowboarders, etc), military, travelers, medics, outdoors-men, DIYers, contractors.
Y
Demonstrate how versatile Leatherman really is and show how many people can potentially use it
WH
[
RE
Provide a larger audience with awareness of the efficiency, independence and preparation aspects associated with the Leatherman multi-tools
WH E
[
[
Places specific to each activities ex) ski resorts, skateboard parks, airports, hardware stores
Activities associated with Leatherman: (outdoor, action sports, tactical, emergency, trades & travel) Product: Specific multi-tools, knives & pocket-tools that are associated with each activity
[
Focus advertising on the specific times relevant to each activity ex) action sport (snowboarding): during winter months; travel: during summer months and winter holidays Advertising for tactical, trades and emergency is present all year-round
4
MEDIA PLAN P JAN FEB MAR APRIL MAY JUNE JULY AUG SEP OCT NOV DEC
FINAL CAMPAIGN
T
1 TRADITIONAL
Print ads featuring the 7 activities that target the different places to use Leatherman and the people who use it.
2 NON-TRADITIONAL
Spam icons via flyers/posters on ceilings or other UNEXPECTED places in locations that target the different audiences. For example: ceilings of the airport, ski lodge, bus, hardware store.
3 SOCIAL
How do you Leatherman? Tweet at Leatherman with the hastag #HowILeatherman to show how you use Leatherman, where, why, etc. A winner will be chosen each week to receive giveaways. Tie in with a Leatherman app with icons as a situational map and click on each icon to relate to the place and get information about the tools. The hashtag will connect with the app and show where people use their Leatherman and why.
6
TRADITIONAL
N
PREPARE FOR THE
EXPECTED UNEXPECTED
&
PREPARE FOR THE
EXPECTED UNEXPECTED
&
PREPARE FOR THE
EXPECTED UNEXPECTED
&
PREPARE FOR THE
EXPECTED UNEXPECTED
&
NONTRADITIONAL PREPARE FOR THE
EXPECTED &
UNEXPECTED PREPARE FOR THE
EXPECTED &
UNEXPECTED
PREPARE FOR THE
EXPECTED &
UNEXPECTED PREPARE FOR THE
EXPECTED &
UNEXPECTED
L
SOCIAL MULTI-TOOLS
ACTION SPORTS
LEATHERMAN SITUATIONAL MAP
APP
MULTI-TOOLS POCKETTOOLS KNIVES
PREPARE FOR THE
EXPECTED UNEXPECTED
&
[ ] MULTI-TOOLS
JUICE SX
A multi-tool is nice, but not when you have to carry two to get a job done. With the Leatherman Juice SX surf multi-tool, you can carry one tool that will keep you ready for any adventure. Make adjustments to your board with the 3/32” fin key, take care of old-school fix it with the pliers, wire cutters, knife and screwdrivers, and even open your end-of-day beach refreshments with your corkscrew, bottle opener or can opener. With the new textured black anodized aluminum handles, the only trouble you’ll have is keeping your friends from borrowing it.
MULTI-TOOLS
ACTION SPORTS
GEOTAG YOUR LOCATION
Juice SX
SKELETOOL SX
#HOWILEATHERMAN
PERSON 2
[ ] GEOTAGGED: Mammoth Mountain WHY & HOW
I LEATHERMAN
Juice SX
SKELETOOL SX
#HOWILEATHERMAN
Person 1 person 2 person 3 person4
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LEATHERMAN SITUATIONAL MAP
PRODUCED BY: HAYLEY LANE