Nerf Rebrand

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WHILE WE ARE FREE TO CHOOSE OUR ACTIONS, WE ARE NOT FREE TO CHOOSE THE CONSEQUENCES OF OUR ACTIONS. STEPHEN COVEY

WHAT IF...


WELCOME TO NERF. ENJOY THE RIDE.



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RF _ NERF _ NERF

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NERF _ NERF _ NER


HISTORY OF RY OF NERF NERF HISTO HISTORY OF RY OF NERF NERF HISTOR HISTORY OF RY OF NERF


NERF HISTO HISTORY OF ORY OF NERF NERF HISTO HISTORY OF RY OF NERF NERF HISTO HISTORY OF



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REYN GUYER THE INVENTOR HAD ENJOYED EARLY SUCCESS BY CREATING THE GAME TWISTER, AND IN 1968 HE STARTED WINSOR CONCEPTS TO DREAM UP NEW TOY AND GAME IDEAS.

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The Nerf brand has been bringing kids foamy fun for over four decades now, but our history might not be as familiar to you as the perfect technique for a crushing Nerfoop dunk. Let’s take a look at the Nerf nitty gritty. While working on a caveman-themed game, one of Guyer’s team members began bouncing one of the game’s foam “rocks” over a net. The designers realized that they were onto something and began developing a whole line of games based on foam balls. Guyer initially took the game ideas to Milton Bradley, the company that had found a hit with his Twister invention. The game giant passed on Guyer’s creation, though. Undeterred, Guyer then pitched the foam games to Parker Brothers. Parker Brothers wasn’t crazy about the actual games, but they loved the idea of a foam ball that kids could safely play with indoors. The company decided to market just the ball as its own toy. In 1969 Nerf made its debut in the form of the four-inch polyurethane foam Nerf Ball, which Parker Brothers dubbed “the world’s first indoor ball.” After the plain old Nerf ball became a runaway hit, Parker Brothers contracted with Guyer to make the wider array of foam games that he had originally envisioned. The most memorable of these line extensions was surely the Nerf football, which bounced onto the scene in 1972. The Nerf football actually represented a bit of a technical change for the product line. Parker Brothers made the original Nerf balls by spinning foam on a lathe and cutting it with a piece of hot wire. Making the football, on the other hand, entailed pouring liquid foam into a mold. The resulting ball had a thick outer covering that helped it behave like an ordinary football.


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Nerf’s history isn’t a long one, but in the short time we’ve been around, we have made a big impact on the toy industry. Now it’s time to move on to bigger and better things. It’s time to look beyond toys with no consequences.

Between 1972-1991, Nerf added several key products to the line including: water gun, foam bullets, balls, bow & arrow

Nerfoop basketball game was added, and the Nerf football joined the family

1970

Ren Guyer invented an indoor volleyball set. World’s first indoor ball. Parker Brothers decided to only develop the 4” foam ball from the set

1972

1969

BLACK AND WHITE

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4 million + balls sold

1987

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Tonka purchased Kenner Parker Toys, the then-owner of the Parker Brothers brand


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1991

2013

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Hasbro announced the release of “Nerf Rebelle�, a sub-line aimed at girls

2008

Handed control to Kenner Products Hasbro acquired the Nerf line through the acquisition of the Tonka Corporation

Nerf had to recall its N-Strike Recon Blaster after at least 46 reports of kids sustaining injuries while firing the gun.

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THEN AND N D NOW THEN HEN AND NO NOW THEN A EN AND NOW NOW THEN A EN AND NOW NOW THEN A


NOW THEN AN N AND NOW T OW THEN AND AND NOW TH W THEN AND AND NOW TH W THEN AND AND NOW TH



IT’S NERF OR NOTHIN’!


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BALLS GUNS DARTS ...OH MY

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Thus far, Nerf has focused simply on toys that are safe for kids to play with. These guns, balls, darts, etc are mean to never hard and allow children to throw, shoot, and hit wihtout the risk of consequences of hurting or braking anyone. Most of the toys are a variety of foam-based weaponry, but there are also several different types of Nerf toys, such as balls for sports like football, basketball, baseball, and others. The most notable of the toys are the dart guns (referred to by Hasbro as “blasters�) that shoot ammunition made from Nerf foam. Nerf products often feature bright neon colors and soft textures similar to the flagship Nerf ball.


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AT YOUR SERVICE

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Nerf’s old slogan, which has been frequently used since advertising in the 1990s, was “It’s Nerf or nothin’!”. It’s time to really test the limits of what that truly means to our customers, old and new. We’re looking at a new customer base, a new arena of service and functionality, and new way to view a world with almost no consequences. This opens a whole new realm for Nerf to enter and we are extremely excited about this venture. We are aiming to become a sophisticated and futuristic brand that helps our customers fulfill any of their desires. Consider the idea of no consequences. What would you do if you didn’t have to worry about the repercussions? What would you do if you could do whatever you want and you didn’t have to deal with any consequence from your actions? We are imagining those possibility and creating a whole new world for you.


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OUR CUSTOMERS

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Looking forward, we have a new customer base we want to speak to. We’re moving beyond the 5-15 age range because we’re looking towards bigger and better things in our future as a company. There is a whole world out there that Nerf can expland into. We’ve always wanted to provide a safe, no consequences brand for our customers, now we’re going to grow up and take that further. We’ll never let go of our brand soul, and that’s a promise. We’ve got a range of products, services, environments, experiences and education practices for the new Nerf. We organized them into three distinct categories the we feel our customers will fall under. The Bespoke: the mildmannered gentleman who wants to explore the world and experience interesting new things he never thought he’d have the guts to. The Executive: the guy who has done right by everyone in the world, but has a few secrets under his belt. The Elite: the one who has lived to the beat of his own drum and wants to take it up a notch, a very big notch.


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THE BESPOKE CUSTOMER THE BORED TEACHER

THE GAMER

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THE EXECUTIVE CUSTOMER THE EX-MILITARY

THE WHISKEY EXPERT


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THE ELITE CUSTOMER THE RICH MILLENIAL

THE BILLIONAIRE PLAYBOY

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WHERE WE ARE

BORING

SAFE BuzzBee

Watergun Mattel

Airsoft

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Paintball BB Gun

FUN

DANGEROUS


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WHERE WE WANT TO BE

EFFECTIVE

SAFE NERF

Navistar SpaceX

NASA DynCorp

FBI

CIA GoodRich

Smith & Wesson ATK NSA

INEFFECTIVE

Pepperspray Taser

DANGEROUS


IDENTITY VIS TY VISUAL ID UAL IDENTIT ENTITY VISU VISUAL IDEN IDENTITY VIS TY VISUAL ID UAL IDENTIT


SUAL IDENTI DENTITY VIS TY VISUAL ID UAL IDENTITY NTITY VISUAL SUAL IDENTI DENTITY VIS TY VISUAL ID


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A NEW IDENTITY

BRAND STYLE

Nerf has gone through a few logos in it’s time. The old logos have always been brightly colored and in your face. They reflected a style that appealed to kids (mainly boys) and incited action, power, and speed. However, the new Nerf is so much more, and we’ve carefully engineered a look that showcases our fearless, cutting edge new life. Our new brand style reflects the sharp, edgy world we are creating with the new Nerf. We are no long in your face, but we are bold and looking towards the future with a sharp angular logo. We are precise, razor sharp and willing to do anything for our customers. We are Nerf. Take a look at the brand guidelines and be sure to adhere to the standards we have established to ensure that Nerf is always represented in the best way.

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BRAND STYLE

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BRAND STYLE

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.5X

X

.5X 130

.5X X .75X

50

2.5X

LOGO ANATOMY

The anatomy of our logo is very important. We have painstakingly designed a logo that is precise to its core. There an established height of X that the logo mark should always ahere to. All measurements are to be based on X. Please do not deviate from this measurement as it will change the logo in a way that Nerf does not intend. The angles of the N are very specific as well. The main angle of 50 degrees is carried out through all aspects of our brand style.


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2X

2X

2X

2X

1”

.5” X

1 1/4”

SIZING & CLEAR SPACE

Left: The logo mark cannot be shown any smaller than what is described above. The wordmark may be rearranged only to the right of the logo mark when necessary. This realignment will allow the minimum size to be a bit larger for particular projects. The minimum height is the proportional equivalent to the length. Right: Please allow for appropriate clear space around the logo. There should be at least twice the X distance between the logo and anything else. Always allow for adequate spacing when using this logo in conjunction with other logos, artwork, wordmarks, displays, etc.


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BRAND STYLE

MARK ON COLOR

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This chart shows the usage of the black logo versus a white variation. Primarily we prefer the use of the logo in black, but in certain instances where the color is 70% or more, please use the white variation so that the logo stands out against the chosen background.


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70% or less

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71% or more

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BRAND STYLE

This signature is the most used version of the mark. Please use this in most circumstances.

The logo mark can be used alone when space is limited.

The alternate is acceptable when there is an acceptable amount of horizontal space.

ALTER NATES

The word mark, NERF, should never be used without the logo mark. However, the logo mark can be used without the word mark. The primary use of the logo should be used with the word mark under the logo.

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Primary arrangement of logo and word mark.

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LOGO MISUSE

BRAND STYLE

We’ve worked very hard to redesign our brand style and logo. Please respect that, and for the consistency of our logo, do not alter it in any of the following ways.

1. Do not make it dotted 2. Do not add any colors 3. Do not add extra lines 4. Do not add any effect, such as bevel & emboss 5. Do not stretch horizontally 6. Do not stretch vertically 7. Do not outline 8. Do not rearrange the word mark “NERF” 9. Do not bold the work mark “NERF” 10. Do not add patterns behind 11. Do not move the word make above the logo mark 12. Do not rotate

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10.

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1.

2.

3.

4.

5.

6.

7.

8.

9.

11.

12.


Aa Bb C Aa Bb C 38

TYPEFACES

BRAND STYLE

We’ve carefully chosen typefaces that we feel fit our new brand style. Please adhere to using these specific typefaces only.

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Cc Cc NERF

BRAND STYLE

SCOUT

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ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890

BRANDON GROTESQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890


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BRAND STYLE

COLOR C:0 M:0 Y:0 K:100

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We’ve carefully chosen colors that we feel fit our new brand style. Please use these colors and these colors only.

HEX: #000000

PMS: Process Black U/C/M

C:90 M:100 Y:10 K:20 HEX: #3C2371 PMS: UNCOATED MEDIUM PURPLE, 2617C, 814M

C:16 M:9 Y:7 K:0 HEX: #D3DAE0 PMS: 649C, 538U, 877M

C:0 M:19 Y:100 K:0 HEX: #FFCC02 PMS: 108U, 7405C, 803M

C:35 M:0 Y:99 K:0 HEX: #B2D236 PMS: 381U, 375C, 809M


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GRAPHIC ELEMENTS

BRAND STYLE

The triangles are derived from the corners of the N logo mark. They are sharp and simple, to only be used sparingly. The lines above are a major graphic element and can be used in many situations. The edges must also have a 50ยบ angle. These lines can be used at any point size.

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BRAND STYLE

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LOOKING FO KING FORWA G FORWARD RWARD LOOK D LOOKING F OKING FORW NG FORWAR FORWARD LO


ORWARD LOO ARD LOOKIN LOOKING FO KING FOWAR FORWARD LO WARD LOOKI RD LOOKING OOKING FOR


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THE NEW NERF OFFERS CUSTOMERS UNPARALLELED ACCESS TO EXPERIENCES, PRODUCTS AND SERVICES LIMITED ONLY BY THEIR IMAGINATION.


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DEDICATED TO THE PROPOSITION THAT EVERYTHING IS POSSIBLE AND CONSEQUENCES CAN BE VIRTUALLY ERASED, WE ENSURE OUR CUSTOMERS' NEEDS AND EXPECTATIONS ARE ALWAYS SATISFIED, IF NOT SURPASSED.


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WELCOME TO THE NERF ZONE. HOW CAN WE HELP YOU?


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WHATEVER, WHENEVER

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What would you do if you didn’t have to worry about the consequences of your actions? With the new Nerf, you never have to worry about consequences again. Staffed by experienced professionals and armed with state-of-the-art technology, Nerf is proud to serve our clients with unparalleled service in every aspect of our operations. Recognized for timely, reliable, effective concierge solutions worldwide, Nerf gives individuals and corporations the benefits and advantages of on-site personal concierge services at a fraction of the cost. Our staff is comprised of industry professionals and hospitality experts all of whom exude excellence in every aspect of their work. At the Nerf Zone, we are committed to providing all of our clients with prestigious service and unparalleled customer support for every request.


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WHETHER IT’S FOR BUSINESS OR PLEASURE, THE NERF ZONE IS DESIGNED SO THAT EVERYTHING IS CATERED TO OUR CUSTOMERS’ PREFERRED LEVEL OF ASSISTANCE AND TAILORED TO THEIR PERSONAL REQUIREMENTS.

AMATEUR

SEMI-PRO

ELITE

Supplements Healthcare

Wound healer

Full service clinic

On call doctor

Security detail

Revisionist history: emotional

Full evidence

Emergency kit

Insurance

Identity make over

Virtual reality

Nerf-con

The hunt

Contraceptive

Clean up crew

Event planner

Basic skills workshops Educator

(erase memory, clean up, etc) Bootcamp:teach to harm

Strategic Application Unleashing fantasies

Become concierge

Clothing Gear supplier

Emergency kit

No death guns

Body suit

Thunderdome: compete

The game: real life

Helmuts, pads, etc.

Facilities

Arena: fun/practice


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ANYTHING YOU NEED. JUST CALL ON US.


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NERF'S LIFESTYLE MANAGEMENT SERVICES ARE DESIGNED TO SIMPLIFY AND ENRICH THE LIVES OF OUR CLIENTS AND CUSTOMERS.


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HURT MORE The Hunt Guns Hurt with words

FUTURE

Arena Doctor

The Game

Clean up (physical)

Clean up (emotional)

PAST

Supplement (wounds)

Clinic

Drug Body suit Virtual reality

Insurance

Identity makeover

Security detail

Car device Nerf con Gear Amusement park Strategy workshop Discover desires Concierge workshop Supplement (Food) Clothing

HURT LESS



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SUPPLEMENTS _ E AT WHAT YOU WANT WITHOUT HAVING TO WORRY ABOUT PESKY CALORIES AND NOT BEING ABLE TO FIT INTO THAT SUIT YOU HAVE TO WEAR NEXT WEEK.

WOUND HEALER _ OUR TRAINED PHYSICIANS AND SCIENTISTS HAVE COME UP WITH SEVERALY SUPPLEMENTS TO FULL YOUR NEEDS. ONE OF THEM CAN REGENERATE ANY BODY TISSUE IN THE CASE OF AN ACCIDENT.

SECURITY DETAIL _ FEEL SAFE AND PROTECTED AND FREE TO DO WHATEVER YOU WANT. LET OUR SECURITY DETAIL BEAR THE REPERCUSSIONS FOR YOU.

VIRTUAL REALITY _ESCAPE YOUR REALITY AND BUILD A VIRTUAL WORLD REVOLVING AROUND YOU AND YOUR EVERY DESIRE.

WORKSHOPS _ LEARN HOW TO LIVE YOUR LIFE AND REMOVE SOME OF THE BURDENS OF CONSEQUENCES ON YOUR ACTIONS. WE’LL TEACH YOU MANY STRATEGIES TO APPLY TO YOUR DAILY LIFE.

ARENA _ C OME TO A SAFE ZONE WHERE CONSEQUENCES ARE A THING OF THE PAST. IN OUR HIGH TECH ARENA YOU CAN DO WHATEVER YOU WANT.



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SUPPLEMENTS FOR ANYTHING YOU NEED.


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NERF


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WORLD CLASS SCIENCE AND TECHNOLOGY AT YOUR SERVICE.


IMAGINE YOUR LIFE WITH VIRTUALLY NO CONSEQUENCES.


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THE EXE CU TIVE NO CONSEQUENCES



CLINIC _ C OME TO ONE OF OUR HIGH TECH, STATE-OF-THE-ART FACILITIES WHENEVER YOU’RE FEELING LESS THAN 100%. NO QUESTIONS ASKED. NO CONCERN FOR CONSEQUENCES.

REVSIONIST HISTORY _ IF WE COULDN’T HELP YOU PREVENT IT, LET US HELP YOU CLEAN IT UP. WE WILL WIPE THE INTERNET, WIPE THE WORLD OF WHATEVER YOU NEED.

INSURANCE _ YOU DEFINITELY KNOW SOMETHING IS GOING TO HAPPEN. LET US BEAR THE BURDEN, SO YOU DON’T HAVE TO.

NERF-CON _ MEET PEOPLE, TEST NEW PRODUCTS, LEARN EVERYTHING THERE IS TO LEARN ABOUT NERF. PARTICIPATE IN COMPETITIVE EVENTS.

STRATEGIC SKILLS _ WITHOUT ACTUALLY BECOMING A MEMBER OF OUR TEAM, LEARN SOME OF THE WAYS NERF IS BECOMING A LEADER IN CONCIERGE SERVICES AND MUCH MORE.

NO KILL WEAPONRY _ WHY KILL WHEN YOU CAN SIMPLY DEBILITATE SOMEONE. DON’T BEAR THE CONSEQUENCE OF DEATH IF YOU DON’T HAVE TO.


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YOU CAN’T TURN BACK TIME. BUT WE CAN.


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WORLD CLASS CLINICS. NO QUESTIONS ASKED.


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OF COURSE WE HAVE A FEW GUNS, TOO.


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THE ELITE NO CONSEQUENCES


ON CALL DOCTOR _ NO QUESITONS ASKED. ON CALL PHYSICIANS TO FIX ANY MEDICAL PROBLEM YOU HAVE

FULL EVIDENCE CLEAN UP _ IN A STICKY SITUATION? CALL ONE OF OUR SPECIALIST TO ERASE THAT MISTAKE RIGHT OUT OF YOUR LIFE.

IDENTITY MAKEOVER _ WANT TO BECOME SOMEONE NEW? LET ONE OF OUR HIGHLY TRAINED LIFESTYLE TEAMS MAKE YOUR LIFE OVER THE WAY YOU WANT IT BE.

HUNTING TRIP _ TAKE A TRIP TO OUR PRIVATE ISLAND WHERE YOU CAN HUNT FREELY, BUT THE ANIMALS DON’T GET HURT AND YOU DON’T FEEL GUILTY.

HOW TO BE CONCIERGE

_ FOR AN ELITE FEW, LEARN HOW TO BECOME A PART OF OUR WORLDCLASS TEAM.

BODY SUIT _ DO THINKS YOU NEVER IMAGINED YOU COULD. FLY, FIGHT, RUN AT EXTREME SPEEDS. TEST THE HUMAN BODY WITH HELP.

PSYCH WARFARE _ LEARN HOW TO PLAY THE PSYCHOLOGICAL GAME. NO PHYSICAL VIOLENCE, JUST A TEST OF THE MIND AND HUMAN SPIRIT.



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GO ANYWHERE. DO ANYTHING. LET US WORRY ABOUT THE REST.


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PREMIUM QUALITY

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Nerf aims to be the world leading luxury concierge and lifestyle management firm. As a global leader in the luxury concierge industry Nerf will provide tailored membership options for some of the most discerning clientele around the world. All membership options are fully customized for each client and provide unique amenities and services for clients who value unsurpassed convenience, the highest degree of luxury, exclusivity and impeccable service. Distinct from our on-demand programs, Nerf’s Elite membership options offers clients unlimited requests and service access to over concierge and lifestyle management services, in several countries around the globe. From entertainment, leisure and travel to, VIP, custom curated and lifestyle services, Nerf invites you to be part of an exclusive world of luxury, convenience and accessibility. At Nerf, we are privileged to manage our clients’ most precious commodity, their time. We understand that our clients want to live a the life the dream of, with no consequences. As one of the leading global providers of concierge services, Nerf’s global lifestyle management programs will provide clients with a complete personal care solution that encompasses and caters to every aspect of the client’s life. From business support and assistance to personal errands, VIP support, estate management, private asset management and much more, our lifestyle management programs are tailored to support clients needs in every way imaginable. Every. Way.

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ON CALL PHYSICIANS COME DIRECTLY TO YOU.


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HUNT WITHOUT THE GUILT.


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