HURLEY REBRAND
CLIENT PROFILE ABOUT THE COMPANY: HURLEY IS AN AMERICAN MULTINATIONAL CORPORATION THAT IS ENGAGED IN THE DESIGN, DEVELOPMENT, MANUFACTURING, WORLDWIDE MARKETING AND SELLING MAINLY SURF AND SNOWBOARDING APPAREL AND ACCESSORIES. THE COMPANY’S HEADQUARTERS IS IN COSTA MESA, CALIFORNIA. SINCE 2002, HURLEY HAS BEEN OWNED BY NIKE, INC.
MISSION, VISION, GOALS: “WHY EXIST EVERY PRODUCT WE MAKE, EXPERIENCE WE CREATE AND SERVICE WE PROVIDE IS DESIGNED TO HELP YOU HAVE MORE FUN IN AND AROUND THE WATER. SURF AND ENJOY.
CURRENT TARGET AUDIENCE: YOUNGER MEN AND WOMEN WHO ARE INTERESTED IN SURFING. THE AGES RANGE FROM 12 TO 25. THEIR AUDIENCE WANTS TO LOOK FASHIONABLE WHILE THEY SURF. INDUSTRY: SURF AND SNOW APPAREL AND ACCESSORIES PRODUCT/SERVICES: CLOTHING, SHOES, WETSUITS/ RASH GUARDS, ACCESSORIES TONE/CURRENT DESIGN STYLE: VERY SIMPLE BLACK AND WHITE, MODERN AND MORE MASCULINE DRIVE
CREATIVE BRIEF
PROJECT: BRING BACK HURLEY BACKGROUND/OVERVIEW: NIKE CAME OUT WITH THEIR OWN SURF BRAND BACK AROUND 2000, IT FAILED. THEY BOUGHT HURLEY IN 2002 IN HOPES TO BRANCH OUT INTO THE SURFING, SKATING, AND SNOWBOARDING COMMUNITIES. HOWEVER THIS DID NOT HAVE THE EFFECT THAT THEY WANTED. MOST FORMER CUSTOMERS OF HURLEY DID NOT WANT TO ASSOCIATE THEMSELVES WITH NIKE AND HAVE SINCE REFUSED TO BUY THE PRODUCT.
USP: BOB HURLEY WAS THE ORIGINAL OWNER WHO STARTED THE COMPANY IN 1998 WHEN HE SHOCKED MANY AND BRANCHED OFF OF BILLABONG TO CREATE HIS OWN BRAND: HURLEY. HE SOLD THE COMPANY TO NIKE, WHICH IS KNOWN AS ONE OF THE LARGEST APPAREL COMPANIES IN THE WORLD. OBJECTIVE/ PURPOSE/ GOAL: TO ENCOURAGE OLD CUSTOMERS TO RETHINK ABOUT BUYING FROM HURLEY EVEN UNDER NIKE OWNERSHIP, AS WELL AS ADVERTISING TO NEW CUSTOMERS. TARGET AUDIENCE: PEOPLE WITHIN SKATING, SURFING, AND SNOW BOARDING COMMUNITIES, OLD CUSTOMERS, CURRENT AND NEW CUSTOMERS, ALL AGES WORDS THAT DESCRIBE APPEARANCE: GROM, BEACH, FROTH, FUN TAGLINE: SURF AND ENJOY CALL TO ACTION: BRING BACK HURLEY. SHOP HURLEY. GO ONLINE, CHECK OUT THE WEBSITE AND FOLLOW US ON SOCIAL MEDIA, CHECK OUT OUR STORES!
STRENGTHS • ALREADY A KNOWN BRAND • BOB HURLEY IS A PART OF THE BRAND • OWNED BY NIKE • ALREADY HAS A STRONG BRANDING
WEAKNESSES • MOST PEOPLE WHO USED TO BUY HURLEY STOPPED ONCE THEY FOUND OUT NIKE OWNED THE COMPANY • IS ONLY REALLY KNOWN BY PEOPLE WHO SURF • HAS NOT REALLY CHANGED MUCH ABOUT THE BRANDING
OPPORTUNITIES
• TO GROW AS ONE OF THE LARGER BRAND COMPANIES • REACH OUT TO LARGER • SURFERS AS AMBASSADORS • BE ABLE TO REACH OUT TO OLD CUSTOMERS AND BRING THEM BACK
THREATS • OTHER COMPANIES ARE ALREADY LARGER • MANY SURFERS AND SNOWBOARDERS DO NOT LIKE LARGER COMPANIES LIKE NIKE
JOHN AGE: 20 GENDER: MALE LOCATION: SOUTHEASTERN U.S. INCOME: $20,000 SOCIAL CLASS: LOWER MIDDLE CLASS OCCUPATION: STUDENT EDUCATION: SOME COLLEGE MARITAL STATUS: SINGLE HOBBIES: SURFING, SKATING, EXPLORING OUTDOORS MINI BIO: JOHN IS A SOPHOMORE IN COLLEGE WHO ENJOYS GETTING OUTDOORS WHEN HE’S NOT WORKING PART TIME OR IN CLASS. HE SURFS AND SKATES WITH HIS FRIENDS ON THE WEEKENDS AND LIKES BEING THE FRIEND WITH THE ‘COOL CLOTHES.’
ELLA AGE: 25 GENDER: FEMALE LOCATION: NORTHEASTERN U.S. INCOME: $60,000 SOCIAL CLASS: MIDDLE CLASS OCCUPATION: ADVERTISING EDUCATION: MASTERS MARITAL STATUS: SINGLE HOBBIES: SURFING, SKATING, SHOPPING, SNOWBOARDING MINI BIO: ELLA IS A GIRL WHO JUST BEGAN LIVING ON HER OWN AND HAS HER FIRST FULL TIME JOB. SHE WILL SPEND MONEY ON CERTAIN THINGS BUT IS ALSO VERY FRUGAL WHEN SHE NEEDS TO BE. HER AND HER BOYFRIEND LIKE TO TRAVEL AND DO ACTIVITIES TOGETHER.
MOOD BOARD
TEXTURES & COLORS
COMPETITOR ANALYSIS BILLABONG | • HAVE A STRONG BUSINESS AND ARE LARGLY VISABLE IN THE SURFING WORLD • SELL TO PEOPLE WHO DON’T SURF OR SKATE • HAVE GREAT STYLE • OWNS RVCA
RIPCURL | • GREAT AMBASSADORS • INEXPENSIVE • SAME AUDIENCE AS EVERYONE ELSE • ALANA BLANCHARD • NOT AS BIG WITH MEN
CHANNEL ISLANDS | • MORE OF A CULT FOLLOWING • STRONG BRAND • NOT AS MANY PEOPLE KNOW THEM • NICHE AUDIENCE • GOOD DESIGN
STYLE GUIDE TYPE FACES
PALMA BOLD GRUNGE
HAZINESS
COLOR PALATTES
BLACK C=60 M=40 Y=40 K=100 | RGB(0,0,0) SEA BLUE C:0.5492 M:0.3443 Y:0 K:0.5216 | RGB(55, 80, 122) SEA GREEN C:0.6421 M:0 Y:0.4316 K:0.6275 | RGB(35, 95, 54)
ONLY THE COLORED PART SHOULD CHANGE COLORS AND THE LETTERING SHOULD ALWAYS BE THE SAME COLOR AS THE LOGO
LOGOS
PRINT AD
MEDIA
MERCHANDISE
MERCHANDISE