2015 Brand Book
Janell Ohm Writing Design Concepts Winter 2015
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Krink NYC 2015
About
Krink began with an artist’s homemade graffiti paint, a couple of old water bottles, and some alleyways in New York City. Krink has since evolved into a leading art supply company.
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S.W.O.T Analysis
STRENGTHS Krink offers high quality products that are fade and water resistant, multi-purpose, and quick drying. Long lasting markers have reusable containers and replaceable tips. Manufactured in the USA. Shipped internationally. Krink has a historical tie with street art, DIY culture, and New York City. Krink does limited edition products in collaboration with other brands.
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Krink NYC 2015
WEAKNESSES Limited supply line. The products aren’t widely distributed. The products are expensive.
Opportunities Krink’s trademark paint-drip is becoming a preferred aesthetic among street artists. Krink can establish superiority within the street art market. Krink has the repertoire to stand alone, without the mask of big brands.
THREATS Some of Krink’s collaborations contradict its orginal DIY, street art attitude. Sharpie paint markers, and other cheaper versions of the product, are widely distributed and known.
Sponsor art galleries, art scholarships, and young artists.
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Creative Brief
Audience Young, urban artists and street artists.
Situation The street art culture has attracted a creative following and has been gaining a fine art standing. However, street artists don’t have a brand to call their own with a specific tool for their purpose.
Media In-store Krink displays at art supply shops should stand out from Copic, Sharpie, etc. Interactive exhibits and pop-up shops on college campuses, art gallery openings, or even a city alleyway could allow artists to test the product. Sponsor art gallery exhibits, young artists, and events that relate to street art culture (such as concerts and skateboarding competitions).
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Krink NYC 2015
Strategy Krink is manufactured to adapt to the street artist’s evolving canvas.
Convincing the audience, supporting the brand The paint formula was invented by KR, the same street artist that owns the company today. Homemade in the USA. Products are fade and water resistant on canvas, metal, plastic, wood, and many other surfaces. Some products can write underwater. Markers are long lasting with reusable containers and replaceable tips.
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Strategy Statement
Krink is manufactured to adapt to the street artist’s evolving canvas.
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Mood Board
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Thumbnails
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Roughs/Comps
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Roughs/Comps
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Roughs/Comps: Other Media
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Campaign: PRint
PAINT FOR THE STREETS
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PAINT FOR THE STREETS
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Campaign: Other Media
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K - 6 6 S T E E L T I P PA I N T M A R K E R
2015
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B
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SEC. ROW SEAT NON REFUNDABLE
T OTA L
$45
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ADMIT ONE
B
APRIL
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THURSDAY EVENING 8:00 P.M.
KR I N K N Y C P R E S E N T S
PORTLAND, OR
PAINT FOR THE STREETS TOUR
C RY S TA L B A L L R O O M
CRYSTAL BALLROOM - PORTLAND, OR
THE MOTEL SAINTS
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