Evolv Rebrand by Kevin Alexander

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who is evolv brand analysis issue & solution future of evolv visual tone sustainbility typographic pallet logotype stationery environmental spac website publication poster series color study logo study

who is evolv? Evolv is a U.S.-based performance climbing and outdoor footwear company dedicated to creating high friction technical rock boots and outdoor shoes. Born in 2003 out of a dream to create the best rock climbing shoes in the US, the first Kaos and Bandit models were hand-crafted and built in a 500 square foot garage by the two owners. Nine years later, Evolv is now one of the top rock climbing shoe companies in the world and is trusted by many professional athletes and weekend warriors to reach their full potential. B RA ND CHA RACTERISTICS

PRODU CTS

- Broad color pallets - Comfortable/aggressive shoes - Grunge aesthetic - Shoes have increased odor - Professional Sponsor

- Climbing Shoes - Approach shoes - Crash pads - Accessories - Apparel

AU DIENCE: -Boulderers -Route Climbers -Adventurists

brand analysis VA R I A BLE TH I C K N E SS R A N D Evolv has produced a toe rand with strategically varying thicknesses to increase longevity and performance. With VTR3D, the “high wear” zone of the rand is thicker, while low wear areas are kept thin to reduce pressure points and hot spots around your foot.

VTR A DVA N TAG E S: Thicker rand in the “high wear” area around the toes to increase durability. Maintains toe box structure and fit throughout the life of the shoe. Thinner rand in spots to reduce pressure points and hot spots.

FA ILU RES:

SU CCESSES:

- Ineffective identity system - Narrowed audience - Perceived lack in performance - Fails to promote being green

- Comfort - Local Availability - Nationally recognized athletes - Attractive shoe design - Recycled climbing rubber. - Shoe longevity

the issue The brands image, performance and shoe rubber is viewed as being inadequate and somewhat armature compared to competitors. The current target audience is narrow in comparison to brands such as Five Ten, La Sportiva, Nike, or Adidas. The current website is very minimal in content and lacks an compelling interface.

the solution The new evolv brand should be perceived as being a highly innovative, sustainable company that is involved in the community and makes customer service their top priority. A redesign of the current website and visual graphics needs to be done to re-establish the brands product line, while further promoting the idea of being â&#x20AC;&#x153;Greenâ&#x20AC;?.

evolv in five years CHA RACTERISTICS

PRODU CTS

- Professional - Sustainable - High-performance - Comfortable -Community driven - Innovative

- Climbing shoes - Hiking/approach shoes - Crash pads - Accessories - Apparel -Skate shoes -Biking shoes -Backpacks -Mountaineering gear

AU DIENCE: - Climbers - Hikers - Outdoor enthusiasts - Bikers - Skaters - Runners - Free-runners - Backpackers

visual tone The new brand should have a dynamic and advanced appearance to their visuals as well as their products. A tighter control on use of color will help to unify the appearance of the brands shoes. Colors and visuals should promote the idea of nature and sustainability. This is currently the least recognized aspect of the brand.

sustainability T R A X R UBBE R Evolv continually works towards being environmentally conscientious and sustainable. We realize that due to the nature of manufacturing we can never be fully green, but we strive to do our best to minimize harm to the environment. With this goal in mind, evolv and TRAXÂŽ Rubber have developed eco-TRAX, a recycled content high friction rubber compound and started using it on products beginning Fall 2008, making evolv the first climbing shoe company to use a more environmentally friendly rubber on climbing shoes. The technology comes from decomposing selective pre & post consumer rubber waste and then reprocessing it to make a usable compound. Currently, 30% of the eco-TRAX compound used on select parts of outsoles is recycled material, however we plan to use a higher recycled percent compound on other applications that donâ&#x20AC;&#x2122;t require maximum friction.

typographic pallete ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*

A B C D E F G H I J K L M N O P Q R ST U V W X Y Z abcdefghijklmnopqrstuvwxyz 0123456789!@#$%&*

AVENIR BOOK 6PT

AVENIR NEXT

Avenir Next

ULTRA LIGHT ITALIC REGULAR MEDIUM DEMIBOLD BOLD CONDENSED

Ultra light Italic Regular Medium Demibold Bold

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logotype I wanted to come up with a modern and sleek looking design for evolv while retaining a similar shape to their current logo. The current logo is heavily distorted with noticeable vector shapes within it. I wanted to create a streamlined look that would aid the brand in widening their target audience. I used futura std heavy as the base font for the design, while slightly modifying the e and the l in order to create a consistent rhythm with the geometry.

original logo

futura std heavy

evolv

re-drawn and kerned

stationery

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US E O F I M AGE RY Evolvâ&#x20AC;&#x2122;s stationery system will include imagery of what we are all about. It serves as a reminder for our staff and clients the beauty and adventure experienced while in the great outdoors.

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Evolv Sports t. 6769 8th Stree CA 90620 Buena Park, BAKER MR JAMES CLIMBING HANGAR 18 L STREET 1544 STOWEL 5 91782 5632 UPLAND CA

Evolv Sports et. 6769 8th Stre CA 90620 Buena Park,

environmental space E VO LV C LIM B IN G STO R E & GY M The new evolv store would offer customers the chance to try out the shoes they potentially plan on buying at an actual climbing gym. Most point of purchase displays are currently using a small rock shaped display which mimic that of a climbing or hiking situation. Evolv will take that concept further and give the consumer a chance to really test the limits of the shoe.

M O R E T H AN A STO R E Because the new evolv is focused on community, the space will provide a comfortable and pleasurable experience for new and attuned climbers and hikers. The cafe on the upper deck of the building serves as a space for people to relax and eat a meal or get refreshments while they spend time at the evolv store. The bouldering wall adjacent to the cafe would serve as an exciting and adventurstic route to the top of the building, encouraging the act of climbing.

online experience T H E N E W E VO LV W E B S IT E The new evolv website would serve as an online hub for the climbing community, providing users with live feeds of data and weekly updates of news in the climbing scene. The online store would also server as the main point of sale for the company. Because evolv sells internationally, it is key that the store would be simple, easy to understand, and available in multiple languages. O N LI N E CO M M U N ITY The site includes online discussion boards and communication services to create a more integrated online community for climbers and out door enthusiasts alike.

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Profile: Downturned asymmetric with the "Knuckle Box" Upper: Synthetic (perforated Synthratek upper) Lining: Microfiber forefoot, cotton heel, leather footbed Midsole: MX-P: 1.5mm half-length "Love Bump" midsole Sole: 4.2mm TRAX® high friction rubber Rand: VTR rand (thicker front toe area) Weight: 9.3 oz ½ pair size 9 men's Color: Orange, blue Sizes: 4-13.5 US men's (including half sizes)

OBE & ASHIMA WINS 5POINT FILM FESTIVAL’S “BEST OF FESTIVAL”. RETAIL STORES

The Shaman

UC Magazine 2012 Gear Guide - Editor's Choice Editor's Choice - Climbing Magazine (View)

Features:

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LETTING GO – EMILY HARRINGTON

VIDEOS

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• Microfiber lining in the forefoot for comfort and durability • The "Love Bump" midsole puts your forefoot in a comfortable position of power and fills in the dead space behind your toes • The "Knuckle Box" works in combination with the "Love Bump" to provide room for your big toe knuck-

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PRODUCTS

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ABOUT

CUSTOMER SERVICE

Evolv is a U.S.-based performance climbing and outdoor footwear company dedicated to creating high friction technical rock boots and outdoor shoes. Born in 2003 out of a dream to create the best rock climbing shoes in the US, the first Kaos and Bandit models were hand-crafted and built in a 500 square foot garage by the two owners. Nine years later, Evolv is now one of the top rock climbing shoe companies in the world and is trusted by many professional athletes and weekend warriors to reach their full potential.

RETAIL STORES

Evolv proudly sponsors world-class athletes like Chris Sharma, Emily Harrington, Peter Croft, Matt Segal, Lisa Rands, Daila Ojeda, and Steph Davis as well as numerous grass roots athletes who contribute to product design and development at our US headquarter. By owning and operating a US manufacturing facility and R&D facility, Evolv designs innovative products and manufactures the highest quality rock climbing shoes under strict quality control. Manufacturing our shoes in the US has also allowed us to stay true to our humble roots and provide the best resole service in the USA through our resole branch, Yosemite Bum.

ATHLETES

In 2012, we are launching our newest performance lifestyle shoes, the “CRUZER” which has already grabbed a lot of attention by climbers and the media.

COMMITMENT TO SUSTAINABILITY evolv continually works towards being environmentally conscientious and sustainable. We realize that due to the nature of manufacturing we can never be fully green, but we strive to do our best to minimize harm to the environment. With this goal in mind, evolv and TRAX® Rubber have developed eco-TRAX, a recycled content high friction rubber compound and started using it on products beginning Fall 2008, making evolv the first climbing shoe company to use a more environmentally friendly rubber on climbing shoes.

EVENT CALANDAR S 6 13 20 27

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CLIMBING SHAMAN GESHIDO SC PRIME SC GESHIDO BANDIT SC PONTAS II TALON G2 BANDIT DEFY LACE DEFY VTR ELEKTRA LACE WOMEN'S ELEKTRA VTR WOMEN'S ROCKSTAR WOMEN'S

The Shaman is the winner of Editor's Choice awards from both Climbing and Urban Climber magazines. It was developed from the ground up by Chris Sharma and incorporates exclusive technologies, unique materials, and a radical new last. The result of these elements is an ultra high performance shoe with an amazing level of comfort, making it the top choice for many elite athletes.

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New release of traX rubber stumps competitions in pro climber series this weekend #evolvTECH

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The technology comes from decomposing selective pre & post consumer rubber waste and then reprocessing it to make a useable compound. Currently, 30% of the eco-TRAX compound used on select parts of outsoles is recycled material, however we plan to use a higher recycled percent compound on other applications that don’t require maximum friction.

VIDEOS

EVENT CALANDAR M 1 8 15 22 29

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publication T H E N E W M AGAZ I N E The new evolv will feature their own quarterly magazine displaying the latest advancements in climbing shoe technology and discussing the latest buzz in the climbing community. Ideally the zine would feature beautiful hi resolution images of climbing locations accompanied by inspiration and though provoking quotes.

Do not go where the path may lead, go instead where there is no path and leave a trail.

— Ralph Waldo Emerson

Introducing the Shaman

Tech Specs:

Shaman is the winner of Editor’s Choice awards from both Climbing and Urban Climber magazines. It was developed from the ground up by Chris Sharma and incorporates exclusive technologies, unique materials, and a radical new last. The result of these elements is an ultra high performance shoe with an amazing level of comfort, making it the top choice for many elite athletes.

Proﬁle: Downturned asymmetric with the “Knuckle Box” Upper: Synthetic (perforated Synthratek upper) Lining: Microﬁber forefoot, cotton heel, leather footbed Midsole: MX-P: 1.5mm half-length “Love Bump” midsole

UC Magazine 2012 Gear Guide - Editor’s Choice Editor’s Choice - Climbing Magazine (View)

Sole: 4.2mm TRAX® high friction rubber Rand: VTR rand (thicker front toe area) Weight: 9.3 oz ½ pair size 9 men’s

Features • Microfiber lining in the forefoot for comfort and durability • The “Love Bump” midsole puts your forefoot in a comfortable position of power and fills in the dead space behind your toes • The “Knuckle Box” works in combination with the “Love Bump” to provide room for your big toe knuckle to stay in a position of power • A third strap closure for added security and to create a sock like fit through the arch of your foot

Color: Orange, blue Sizes: 4-13.5 US men’s (including half sizes)

WHY EVOLV?

poster series I DE AL LO CAT I O N Because most shoe companies are now marketing directly through climbing gyms, i found this to be a good design opportunity to connect with the target audience on a deeper level than just advertising. Evolv is about the appreciation of nature and the ability to look at ordinary things in different ways. This ideology is deeply rooted in climbing culture. The ability to pick out a undefined route on a rock is recognized by the community as an art form in itself.

color study I N I T I AL ST U DI E S The initial studies that i did were based off of the current shoe line the brand is currently making. The color pallet seemed a bit broad and arbitrary, yet certain colors stood out to me. The shoes shown on the right provided me with the initial inspiration for the brands new color pallet. GO IN G GR E E N I chose the green color scheme for multiple reasons. Not only does the brand currently use this color, I felt that it could accentuate on the idea of nature and sustainability. The fact that evolv is currently the only climbing company recycling their rubber puts them at an advantage when marketing towards the environmentally conscious.

Pantone 390CP

Process white

Process black

RGB: 190 215 50

RGB: 225 225 225

RGB: 0 0 0

CYMK: 30 0 100 0

CYMK: 35 5 95 35

CYMK: 0 0 0 0

CYMK: 50 50 50 100

logo study I N I T I AL ST U DI E S These designs were the starting point for my final logo. Futura stood out to me amoung the other san serif typefaces used. I experimented with a variety of digital as well as hand drawn icons, in which i eventually settled ont he triangle shape. I felt this was the most appropriate shape seeing as how it reflected mountains as well as bouldering walls inside climbing gyms.

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