overview Creative Brief
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Creative Brief overview
Spring 2016, by Maggie Johnson
CONTENTS
CREATIVE BRIEF 4 BRAND IDENTITY 10 DELIVERABLES 20
CREATIVE BRIEF
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Creative Brief
OVERVIEW 6 VALUES 8
Creative Brief
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HISTORY Established in 2016 in Portland, Oregon, this brand aims to support and encourage all skateboarders. The brand’s owner and founder, Maggie Johnson, was amazed at the lack of skate gear for women, and wanted to do something about it. It was important to Maggie to fix this problem without widening the gap between men’s and women’s skateboarding. Ultimately aiming to create equality and community in the sport. Thus, this brand was formed. Starting off as a local Portland skate company, the brand currently has one store front in southeast Portland. They plan to start of making decks, wheels, shirts, hats and other small skate items. Moving in to the future, they hope to become a national brand making shoes, clothing, and pro model decks for their skate team. As the skate industry continues to grow and diversify, the brand strives to grow with it and set the standards for the skateboarding industry.
UNIQUE SELLING POSITION Platform is currently the only skateboarding company to provide support and visibility for all skaters, helping to close the gap between men’s and women’s skateboarding.
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Creative Brief overview
AUDIENCE The brand’s audience is reinventing what it means to be an “authentic” skateboarder—they go hard, have fun, and embrace individuality. They are all ages, genders, and skill levels, creating a community that pushes skateboarding forward. A good day of skateboarding for them is having fun, embracing personal growth, and fostering healthy competition. The audience supports skate brands that they believe in and have a personal attachment to. Being a part of this brand makes them a part of a bigger community and movement.
OBSERVATIONS People look up to others that they can identify with. The more visibility that professional women skaters get, the more attainable the sport seems for new women in skateboarding. Moving forward, it is important to show the diversity in skateboarding, encouraging people people from all ages, skill levels, and genders to get involved.
GOALS The goal is to create a flexible brand that is inclusive and supportive of all skaters. The brand should act as a community, involving and valuing the audience. On a larger scale, the brand should ultimately change people’s ideas of who a skater is. This will be done my supporting all skaters, giving visibility to women, and fighting against the division between men’s and women’s skateboarding.
overview Creative Brief
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INDIVIDUALITY
EXPRESSION
FUN 10
Creative Brief values
COMMUNITY
SUPPORT
POSITIVITY
values Creative Brief
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BRAND IDENTITY
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Brand Identity
THE MARK 12 SUPPORTING ELEMENTS 16
Brand Identity
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THE MARK Inspired by shapes found at the skate park, Platform’s mark is iconic and full of energy. The upward motion not only mimics the sport of skateboarding, but it speaks to Platform’s goal of elevating all skateboarders. The three dimensionality of the mark plays off of the name Platform, and helps to make the mark memorable.
This is the primary version of the mark. It should be used at all times possible.
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Brand Identity the mark
SECONDARY MARKS One of the best qualities of the mark is it’s flexibility and veratility. Designed with all types of applications in mind, I made sure there was a system set in place for it to fit anywhere. While the primary mark should be used whenever possible, shape or size restrictions will require these other options to be employed.
This is the vertical composition of the mark. It should be used whenever a longer application is needed.
This is the square composition of the mark. It should be used whenever a shorter application is needed.
This is the circle composition of the mark. It should be used whenever a small application is needed. the mark Brand Identity
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CLEARSPACES AND MINIMUM SIZES Platform’s mark is the most important element of the brand’s identity. It embodies what Platform is all about, and therefore should always be recognizable and ledgible. In order to ensure this, each mark needs breathing room around it. The marks must always use the clearspaces demonstrated as follows.
In addition, minimum sizes of the marks have been outlined here. It is important to not make the marks any smaller than the specified size, in order to keeps the mark’s integrity and legibility in tact.
X X X X .75 in X X X
X X
This is the clear space that should be left around the primary mark.
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Brand Identity the mark
This is the minimum acceptable size for the primary mark. If something smaller is needed, use a secondary mark.
X .75 in
Clearspace
Minimum size for this mark.
X .5 in
Clearspace
Minimum size for this mark.
X
.5 in
Clearspace
Minimum size for this mark. the mark Brand Identity
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TYPOGRAPHY National is the sole typeface for Platform. It’s blocky uppercase forms are great for headers, and micmic the shapes found in the primary mark. The swooping lines of the lowercase forms are reminicent of shapes found at the skatepark. It is a friendly and invitng typeface, with just the right amount of energy and personality.
NATIONAL BOLD ITALIC Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 NATIONAL MEDIUM Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 NATIONAL BOOK Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890
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Brand Identity supporting elements
National Bold Italic is used for headers and taglines on all Platform collateral.
National medium is used for subheaders on all Platform collateral.
National Book is used for body copy on all Platform collateral.
COLOR PALETTE The color palette for Platform is bright, inviting, and gender neutral. It is a rather large color palette, that allows for many combonations and options on all of Platform’s products.
Red CMYK 0, 88, 67, 0 RGB 239, 70, 79
Yellow CMYK 0, 15, 100, 0 RGB 255, 212, 0
Green CMYK 67, 0, 57, 0 RGB 76, 189, 145
Blue CMYK 100, 83, 0, 0 RGB 18, 74, 157
supporting elements Brand Identity
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PHOTOGRAPHY The photography for Platform is where the brand showcases it’s community. The tone of the photography should be upbeat and positive, showing people skating together and having fun.  
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Brand Identity supporting elements
supporting elements Brand Identity
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DELIVERABLES
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Deliverables
LINES 22 ACCESSORIES 30 ADVERTISEMENTS 32
Deliverables
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THE CLASSIC LINE This is the first line that will roll out for Platform. It highlights the logo and wordmark, and make simple use of the color palette.  
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Deliverables lines
Decks
Long tunic top
Tees
5 panel hats
lines Deliverables
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THE PATTERN LINE The pattern line is a bit more stylized than the classic line. It features bold, geometric patterns that are bright and fun.  
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Deliverables lines
Decks
Long tunic top
Tees
5 panel hats
lines Deliverables
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THE RIBBON LINE This line of clothing and decks plays with a different application of the wordmark, taking form in a ribbon design. The apparel is kept a little more simple to let the wordmark shine.  
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Deliverables lines
Decks
Long tunic top
Tees
5 panel hats
lines Deliverables
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STRIPES LINE This line highlights the versatile color palette of the brand. It features large scale graphics, that show the brand’s energy.  
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Deliverables lines
Decks
Long tunic top
Tees
5 panel hats
lines Deliverables
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Clothing tags
L
In addition to the apparel and deck lines, Platform also 5 $ 1 details offers a few accessories. This is where Platform can be added to decks, shoes, and the over all look of Platform’s audience.
Shopping bag A SM $1
LL
5
SMALL
$1
AL
SMALL
5
SM
$1
ACCESSORIES
5
SM
AL
$1
SM
Shoelaces
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Deliverables accessories
SMAL
5
AL
$1
L
5
L
SMAL
Stickers
Helmet
Skatetool
Wheels
accessories Delierables
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ADVERTISEMENTS The advertisements for Platform should embody what the brand is all about―community, positivity, and fun. This is achieved through following the photography guidelines, and the bright photo treatment. The brignt, monotone, gradient treatment will help the ads stand out in skate magazines, local news papers, and as posters around Portland.
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Deliverables advertisements
The taglines on the posters have one adjective that switches out. These words were taken directly from interviews with skateboarders, as they were asked to describe what makes the sport great.  
advertisements Deliverables
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Deliverables advertisements
Skateboarding magazine mockup
Local newspaper mockup advertisements Deliverables
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overview Creative Brief
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Creative Brief overview