VISUAL IDENTITY B R A N D P L AT F O R M
W H O W E ARE
YOU R B RA N D I S A great option for entrepreneurs looking for a low-risk, growth business with a relatively low investment and royalty requirements.
W HO
For people looking to bring officially licensed sports products to their local communities. • Over 30-year track record • On-going demand for sports products • Constant service and assistance from the Pro Image Sports corporate office • Store location and leasing assistance W HAT
Pro Image sports provides a world-class shopping experience (both online and in-store) for a diverse customer base. They provide support to their franchise owners to live out the career they’ve always dreamed of. This support is based on each franchise’s needs, the corporate support team, discounts (dollar for dollar), leasing, merchandising, upfront support, and adding value to the franchisee in their endeavors. W HE R E
That’s because franchisee’s join ownership, working in a multi billion dollar industry they are passionate about. No matter their location, college and professional sports dominate their culture, sports fanaticism is growing by the day, and customers seeking fashion or fan gear find their way to Pro Image Sports stores across the nation.
WH EN
This is a family. When a franchisee takes the step to open an Pro Image Sports retail store that allows them to sell officially licensed products from the NFL, NBA, MLB, NHL, NCAA and more, they also get advice, support, and help from the corporate team. H OW
Pro Image Sports is passionate about working in the sports industry and they want to share their passion with their customers and franchise owners. Passion for the sports industry simply lives within each member of the team. They play them, they live and communication through them, and they help others own their own business in an industry they love. To them, sports are what makes what they do fun and it connects people. The team environment is creative and balanced. Their focus isn’t always about money and they value being successful in the climate they are in, rather than pushing to do more or be more. Franchisee’s care about their employees and they work with other store owners to help each other and work as a team united in sports.
PRO IMAGE SPORTS | BRAND STRATEGY 2
TA BLE O F CO N TE N TS
CON I N TR O D U CTI O N
4
O B JE CTI V E S
5
VI S UA L G U I D I N G ATTR I B U TE S
6
O U R TA R G E T AU D I E N C E
8
OUR BRAND
10
P HOTO G R A P HY
19
OUR SOCIAL MEDIA
24
CO N TACT
35
TENT
I N TR O DU CT I O N
The Brand Platform is both an end and a beginning. It is the end of a collaborative process of research, analysis, ideation, and design.
However, it is the beginning of a new direction for Pro Image Sports — one that is more focused, informed, and strategic. A legacy of creativity and
passion has defined Pro Image Sports, but critical improvements in the
PURPOSE
The purpose of this document is to provide structure, guidance, and consistency for all customer experiences and internal communications that come from Pro Image Sports—in person, on the phone, and online. Furthermore, it provides a clear, common understanding of Pro Image Sports’ purpose and how to employ that purpose to improve the business. This document serves as the foundation of the Pro Image Sports brand and its corresponding facets and is meant to guide all future branding and marketing decisions.
brand will strengthen its connection with customers and franchisees and also win new franchisees looking
for the exciting career experiences only Pro Image Sports can offer.
PRO IMAGE SPORTS | BRAND STRATEGY 4
OB JECT I V E S
B R A N D STR ATE GY
• Codify and build consensus on Pro Image Sports’ brand: mission, vision, purpose, positioning, promise, pillars, personality, and values. • Clarify and capture Pro Image Sports’ brand voice, which includes its character/persona, tone, language, and purpose. • Understand and record the Pro Image Sports brand attributes and recommendations. DESIGN
• Provide an actionable purpose that guides design, copy and photographic style. • Shape the brand’s “voice and tone” so that “look and feel” fits expectations and directives. • Translate collective research findings into a standard brand platform template for designers. (see Pro Image Sports Recommendation Report)
PRO IMAGE SPORTS | BRAND STRATEGY 5
V I S UAL G U I DI N G AT T RIBU TE S
These Visual Guiding Attributes summarize Pro Image Sports’
approach to design and photography. They should always be used to
inform and evaluate any print, web or advertising pieces. However,
all three of these characteristics cannot always be present in
every brand visual. If there’s ever a conflict with any attribute, the visual should be reevaluated.
PRO IMAGE SPORTS | BRAND STRATEGY 6
VI S UAL G U I DI N G AT T RIBU TE S
The Pro Image Sports brand visuals are:
C RE ATIV E + IN V E NTIV E + STORY TE L L ING
PRO IMAGE SPORTS | BRAND STRATEGY 7
OU R TARG E T AU D IE NC E POTE NTIA L F R A N CH ISE E S
SPO RTS E N THU S I A STS
• Have loyalty to their country, especially the sports that are played here
• Want a shopping experience where they can find any team’s merchandise
• Enjoy sports; are former athletes
• Want recognition for their loyalty to their team
• Want to get out of their current career to do what they love
• Want to be featured for their loyalty to Pro Image Sports
• Want and need technical support • Want to partner with a company that they believe in • Want to work with people they trust • Want a reasonable work/life balance • Care about the people they work with • Support their own • Want to be part of an industry they are passionate about • Need processes and guidelines • Want to relive their “glory days” from the past when they used to play sports
• Want exclusive product that stands out and makes a statement • Want merchandise that is on brand with the teams they support and love • Want to shop on a website that exceeds expectations • Want quick and efficient shipping and eCommerce process. • Want a shopping experience that provides personalized service as needed • Want to inspire memorable and extraordinary experiences when wearing their sports team gear • Want value for their money
LO CA L S P O RTS FA N S
• Want a seamless, one-stop shopping experience • Want exclusive product that stands out and makes a statement • Want merchandise that is on brand with the teams they support and love • Want to shop at a prime location that exceeds expectations • Want to be treated like a valued customer, a loyal fan, a friend • Want a shopping experience that provides personalized service as needed • Want to inspire memorable and extraordinary experiences when wearing their sports team gear • Want value for their money
S PORTS M ER C H ANDI S E VENDOR S
• Want to get their product into the market as quickly as possible • Want to provide unique and exclusive merchandise to a company who can sell it quickly • Want to work with companies that value them and their company • Want to be recognized for their creativity and hard work • Want to make the most money possible for the amount of product they deliver • Want to inspire memorable experiences to fans by providing one-of-a-kind gear. • Passionate about the sports industry • Want to stay on trend and remain relevant in the market • Want to be part of an engaging and passionate community
PRO IMAGE SPORTS | BRAND STRATEGY 8
TAR GET AU DI E N C E P ER S ON A
HO B B I E S
Works out routinely, homebrews his own beer, enjoys grilling out on the weekends, watching all types of sports, having friends over for game nights. G OA LS
Exercises at least three times a week. Finding ways to better himself. Wants to serve a purpose, help men who are younger than him.
Trevor Richards Age 40 Retired from the U.S. Army Married, 2 Children St. Louis, Missouri
F R U STR ATI O N S
Trevor was never a sports star but always wanted to be. He still lives in the glory days and tends to live in the past rather than the present. He often reflects on his regrets, rather than his success. BIO
Family comes first. Trevor played football in high school and got a scholarship to play at TMU but injured his shoulder his junior year. He loves reminiscing with friends about the good old days and wishes he had enjoyed the spotlight when he had it. He joined the military after college didn't work out and found new purpose and drive in protecting his country. Now that he is retired from the military with two young boys and a wife at home, he wants to work in an industry that he is passionate about, sports.
PRO IMAGE SPORTS | BRAND STRATEGY 9
O U R BRAND
The Pro Image Sports logo mark is the graphic representation of our company—communicating our remarkable facility, authentic hospitality, and unexpected value. It identifies us to the world, displaying an image that is exciting, inspiring, and creative. The size and color, along with the spatial proportions of our identity, are predetermined. They should not be altered for any reason.
OU R BRA N D
Vision
The ultimate goal of the brand
To become the leading resource for sports apparel and merchandise.
Mission
How the brand will achieve that goal To foster untapped potential, one franchisee relationship at a time.
Purpose
The difference you are trying to make in the world Where Creativity and Care Collide
Positioning
Defining point of difference; helps guide key marketing and operating decisions that affect customer perception of your brand Play it. Do it. Live it.
PRO IMAGE SPORTS | BRAND STRATEGY 11
O U R BRA N D
Promise
Primary value delivered to customers Where Passion Meets Dedication
Pillars
Powerful themes deriving from the brand’s core strengths • Product + Diverse Demand • Hometown Local Market • Business Decision Agency • Add Value and Relationship to the Process • Excellent Quality • Legacy of Value
Personality
Character of the brand defined in human terms • Caring (warm, kind, full of goodwill) • Genuine (real, sincere, authentic) • Friendly (welcoming, polite, affable) • Reliable (trusted, dependable, competent) • Familiar (easy, comfortable, convenient) • Rare (extraordinary, uncommon, unique) • Attentive (conscientious, attention-to-detail, thoughtful) • Independent (one-of-a-kind, self-reliant, resourceful) • Resilience (grit, determination, fortitude) • Personal (collaborative, helpful, synergetic) PRO IMAGE SPORTS | BRAND STRATEGY 12
OU R BRA N D
A brand expresses its personality
through its Brand Voice. Simply put, it’s how the brand would sound if
it were a person you met at a party, a conference, or on an airplane.
The Brand Voice is more than just words; it’s the attitude, character,
and persona of your communication. And to be effective, it must always be authentic and consistent.
An authentic, consistent Brand Voice: • Supports the Brand Purpose and Promise
• Helps people identify and tune into messages • Helps engage people on an emotional level • Builds credibility
Character/Persona
Who your brand sounds like • Hard-working
Tone
How you approach communication • Positive
• Fun
• Thoughtful
• Creative
• Approachable
• Balanced
• Gracious
• Passionate
• Friendly
• Caring
• Considerate
• Welcoming • Visionary • Kind
For Example: Pro Image Sports is personable, but not casual. High-quality, but not fancy. Goes above and beyond, but is humble.
• Intentional For Example: The Pro Image Sports character is rooted in the everyday; hardworking, capable, and successful; entrepreneurial yet never cutting any corners; neighborly, kind, thoughtful, and proud of all things local; independent, self-reliant, and resourceful; full of substance, honor, and always trying to do the right thing.
PRO IMAGE SPORTS | BRAND STRATEGY 13
OU R BRA N D
Language
What kinds of words and writing styles you use • Earnest
Purpose
Why you are writing the message in the first place • Engage
• Pragmatic
• Inform
• Deferential
• Convert
• Engaging
• Excite
• Tangible
• Remind
• Storytelling
• Serve
For Example: Audiences will lose trust in the Pro Image Sports brand credibility if the photographic and design elements on the website are tangible, authentic, and amiable but the language in the copy is abstract, proper, and formal. It is paramount that the language used matches the Brand Voice and Tone.
For Example: Pro Image Sports may try to serve their audience by offering discounts tailored to local markets and events within a hometown, or by providing information or resources, rather than offering halfoff coupons or overt sales tactics.
PRO IMAGE SPORTS | BRAND STRATEGY 14
O U R BRA N D
Attributes What it is:
• Passionate
What it isn’t: • Excessive
• Trusted
• Superior
• Attentive
• Invasive
• Locally Exclusive
• Hometown-ey
• Supportive
• Overbearing
• Relevant
• Trendy
• Competitive
• Aggressive
• Autonomous
• Incompetent
• Legitimate
• Antisocial
• Everyone Belongs
• Stuffy
• Memorable
• Stressful
• Personalized
• Cold/Aloof
• Proactive
• Inefficient
• Social
• Solitary
• Friendly/Neighborly
• Transactional
• Self-Sufficient • Collaborative
PRO IMAGE SPORTS | BRAND STRATEGY 15
OU R LO G O
FOUR-CO LO R
This is the primary mark for the company. This four-color option uses the four core colors as outlined on page 17. Do not vary the placement of the color when using this color logo. Care should be taken not to use this version in very small applications where it is hard to maintain the smallest thin lines and spaces.
C LE A R S PAC E
Always allow a perimeter of clear space when the logo is used in application. Use the “P” from the logo as a guide to determine the minimum clear space in application.
GRAYS CA LE
Use this version of the logo when printing for black and white or when using against a background that used Pro Royal Blue as the color. Do not vary the placement of the color when using this color logo. Care should be taken not to use this version in very small applications where it is hard to maintain the smallest thin lines and spaces.
½” SIZE
The minimum size allowed for a postcard or similarly sized publication is ½-inch tall for both logos. As the publication size increases, the minimum size of the logo should increase proportionally. For example, it would be inappropriate for the logo to be reproduced at ½-inch on a four-foot banner.
PRO IMAGE SPORTS | BRAND STRATEGY 16
OU R CO LO RS As a secondary communicator, color defines a strong emotional connection to the brand. Iconic palettes strengthen the flexibility of a brand while still working within a set of constraints.
These are the primary Pro Image Sports colors. They are designed to complement one another, and when used in combination, to constitute the color signature of the company.
With great care, these colors have been selected to embody the Pro Image Sports aesthetic. This palette is classic and sophisticated, yet creative.. This embodies the balance of unity and uniqueness in Pro Image Sports franchise.
PRO B LUE
MID N IGH T B LU E
PANTONE 300 C
PANTONE PROCESS BLACK
CMYK 100 68 0 12
CMYK 75 68 67 90
RGB 0 83 155
P R O B LAC K
RGB 0 0 0
HEX/HTML 00539B
HEX/HTML 000000
PANTONE 648 C
PANTONE 7539 C
CMYK 100 64 0 60
CMYK 0 0 0 50
RGB 0 43 92 HEX/HTML 0025BC
P R O G R AY
RGB 147 149 152 HEX/HTML 939296 PRO IMAGE SPORTS | BRAND STRATEGY 17
OU R TYP O G RAP H Y Typography carries subtle yet vital visual impact. Each font selected helps give a consistent expression of the brand voice, but provides enough variety to keep the brand interesting.
PRIMARY
SECONDARY
Pro Image Sports’ primary typeface, Avenir Next, is a modern sans serif typeface with approachable character and legibility. It is used in headers as well as body copy.
Pro Image Sports’ secondary typefaces are used as an accent when combined with a primary typeface. These are used as a variation in headlines, pull quotes, sales, etc. to represent strength and hierarchy.
AVE NIR NE XT B O L D
R O C K W E LL B O LD
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz QqRrSsTtUuVvWwXxYyZz 1234567890 1234567890
AVE NIR NE XT ME DIU M
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
M OJI TO R O U G H
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
AVE NIR NE XT ITA L IC
AV E N I R N E XT CO N D E N S ED BOL D
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
AaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPp QqRrSsTtUuVvWwXxYyZz 1234567890
PRO IMAGE SPORTS | BRAND STRATEGY 18
O U R P H OTO G RAP H Y
Photography is one of the primary ways Pro Image Sports visuals connect emotionally with our audience. It carries significant visual weight, and great care should be taken to keep the overall feeling, art direction, lighting and composition in line with Pro Image Sports’ visual attributes.
OU R P H OTO G RA PH Y
Angle
Aesthetic
I S F LU I D
I S APPR OAC H ABL E
Horizontal and vertical lines should run straight, however Pro Image Sports photography should appear like a snap of a captured moment. Angles that feel too perfect or composed are discouraged.
I S S I M PL E
Composition I S G R A P HI C
Graphic compositions are compositions that may be centered, may use the Rule of Thirds leaving a nice visual pause to the side or above the main element, or may make use of repetition and pattern, or may be very tightly cropped in.
Make sure the style feels attainable and relatable to the audience. While it’s fun to be playful, make sure to stay away from busy. Keep a focal point or piece, and balance other elements around it.
Color
I S NEUTR AL & BR I GH T
Color should not be too dark or too moody. I S S I M PL E & I NTENTI ONAL
Typically, it is best to keep to a limited color palette in images, using 2-3 main colors.
Lighting
People
The most flattering and natural angle for light is typically from 45 degrees above and 45 degrees to the side of the subject.
When using images with people, make sure they feel like someone the audience would aspire to be like, as well as someone they would want to be friends with. Focus on bright smiles, and people who are comfortable and expressive in front of the camera.
I S F R O M A HI G H O R S I D E S O U R C E
I S M E D I U M TO HI G H K E Y
All imagery should feel bright and cheerful rather than moody and low key. However, being too high key will wash out and feel unnatural.
AR E AS PI TATI ONAL & APPR OAC H ABL E
AR E DI VER S E
In order to communicate Pro Image Sports’ universal appeal, capture images with people in diverse ethnicities and generations. PRO IMAGE SPORTS | BRAND STRATEGY 20
PRO IMAGE SPORTS | BRAND STRATEGY 21
P H OTO G RA PH Y S I Z E S
I N STAG R A M
• Square Photo: 1080 x 1080px • Landscape Photo: 1080 x 608px • Portrait Photo: 1080 x 1350px • Instagram Stories: 1080 x 1920px • IGTV Cover Photo: 420 x 654px • Instagram Square Video: 1080 x 1080px • Instagram Landscape Video: 1080 x 608px • Instagram Portrait Video: 1080 x 1350px FAC E B O O K
• Photo: 940 x 788px
FAC EBOOK M ULTI PL E I M AGES
• 2 images both horizontal Landscape: 500 x 249px (both) • 2 images both vertical: 249 x 500px (both) • 2 images square: 249 x 250px (both) • 3 images horizontal primary image • 500 x 249px (primary) • 249 x 249px (other two) • 3 images vertical primary image • 249 x 500px (primary) • 249 x 249px (others)
• Cover Photo: 1640 x 720px • On a phone the cover photo will be trimmed 24px on both top and bottom and 90px on both sides each. • Single Timeline Photo: 500 x 750px • Horizontal Timeline Photo: Scaled to 500px • Linked Post: 1200 x 630px • Profile Pic: 172px diameter • Profile Pic Timeline: 40 x 40px
PRO IMAGE SPORTS | BRAND STRATEGY 22
P H OTO G RA P H Y S I Z E S
FAC E B O O K 3 I M AG E S S Q UA R E
PI NTER EST
• 166 x 167px (primary)
• Regular Photo: 600 x 900px
• 165 x 167px (others)
• Tall Photo: 600 x 1260px
• 4 images horizontal (primary) • 500 x 333px (primary) • 166 x 165px (2nd) • 165 x 165px (others)
L I NKEDI N
• Photo: 1400 x 800px or 1200 x 627px WEB H OM EPAGE H EADER
• 1024 x 768 or 1100px or wider
FAC E B O O K 4 I M AG E S W I TH VE RTI CA L P R I M A RY
• 333 x 50px (primary) • 165 x 166px • 165 x 165px • 165 x 165px FAC E B O O K 4 I M AG E S S Q UA R E P R I M A RY
• 249 x 249px (all) TW I TTE R
• Photo: 1200 x 675px or 1200 x 628px
PRO IMAGE SPORTS | BRAND STRATEGY 23
O U R S O C IAL ME D IA
These guidelines are a tool to assist franchise owners with their social media platforms. This guide should be used a reference to best practices. If further assistance is needed, please contact the Social Media Coordinator (page 35).
OU R G OAL S Without goals, it’s hard to know exactly how well our social media strategy is performing. These goals will not only propel the Pro Image Sports strategy forward, but they will also serve as defined metrics when it comes to measuring our progress.
1 2 3 4
AWA RE NE S S
IN SPIR AT IO N
E N G AG E MEN T
CO N VE R S I O N
PRO IMAGE SPORTS | BRAND STRATEGY 25
OU R TO NE
IN VITING
+
R E L E VA N T
+
R E LATA B LE
PRO IMAGE SPORTS | BRAND STRATEGY 26
OR G A N I C AU DIE NC E
LOCATION
AG E R A N G E
LO S A N G E L E S
25
GENDER
18%
N E W YO RK
F EM AL E
82% M AL E
P H I L A DE L P H I A
H O U STO N
55
PRO IMAGE SPORTS | BRAND STRATEGY 27
A R EA S OF E XP E RT IS E
1 2 3 4 5 6 S PORTS TRE ND S
ME R CH A N DISE
FA N G E A R
LOCA L EXCLUS IVITY
DIV E R SE PR O DU CT
S P O RTS A P PA R E L
PRO IMAGE SPORTS | BRAND STRATEGY 28
P H OTO G RAP H Y
1 2
BRAND H IG H L IG H T S
NEW ME R CH A N D I S E
photos of specific brands and their product (s) (i.e. New Era)
photos of new collections or specific merchandise relevant to the season
3 4 LO CA L STO R E S
FO L LO W ER R E PO ST S
photos of individual stores posted to the local Pro Image Sports account they are located in
photos of account followers wearing or highlighting content specific to Pro Image Sports
PRO IMAGE SPORTS | BRAND STRATEGY 29
PHOTOGRAP HY BRAND H IG H LIG H T S
+
DO • • •
–
Use the brand’s logo Use collateral provided by the brand Bright, bold colors
DO N ’T •
•
Post about the brand more than once over a 3-day span Use the Pro Image Sports logo on the post
PRO IMAGE SPORTS | BRAND STRATEGY 30
PHOTO GRAP HY NE W ME RC H ANDIS E
+
DO
–
•
Use content provided by the collection/brand
DO N ’T • •
Use the Pro Image Sports logo on the post Repeat brand names in the headline
PRO IMAGE SPORTS | BRAND STRATEGY 31
PHOTO GRAP HY LO CAL STO RE S
+
DO • • •
–
Up-to-date photography Clean Public spaces
DO N ’T • • •
Back of house Unkept Disorganized
PRO IMAGE SPORTS | BRAND STRATEGY 32
PHOTO GRAP HY FO LLO W E R RE P O ST S
+
DO • • • •
–
Up to date product Clean, crisp photography Relevant product Professional user look + feel
DO N ’T • • • •
Worn product Vulgar username Immodest Visually off-brand
PRO IMAGE SPORTS | BRAND STRATEGY 33
CAPT IO NS
+
Hashtags
DO
–
• • • • •
Use sports language Be consistent Be informative Use proper grammar Use #LiveIt
• #liveit
• #sportsfan • #franchise • #franchising • #franchiseowner • #smallbusiness • #localbusiness • #onlineshopping • #customhats
DON ’T •
Use slang language
• #sportsapparel • #mlb • #nba • #nfl
PRO IMAGE SPORTS | BRAND STRATEGY 34
T H ANK YO U In cases where new applications are required or in the case of any further questions, advice and approval should be sought by contacting the Pro Image Sports Marketing Department.
eCommerce Point of Contact
Marketing + PR Point of Contact
Social Media Point of Contact
Brandon Davies (801) 296.9999 ext. 2025 brandond@proimagesports.com
Ryan Laws (801) 296.9999 ryan@proimagesports.com
Megan McNulty (801) 999.0823 socialmedia@proimagesports.com
