Visual Strategy Guide
Visual Strategy Guide
Quiksilver
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Book 01 | Visual Strategy Guide
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Quiksilver
Maintain[ing] our core focus and roots while bringing our lifestyle message of board riding independence, creativity and innovation to this global community. —Robert B. McKnight U.S Quiksilver Chairman
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Book 01 | Visual Strategy Guide
TABLE OF CONTENTS 01 Introduction
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Quiksilver Brand History Brand Time line Brand Soul Mission Statement Brand Keywords
02 Personas
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03 Brand Changes
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Before & After
04 Competitors
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Current Adjacent Future
05 Brand Attributes
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06 Sources
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Quiksilver
Photo Credit IG @jeanie_everywhere
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Book 01 | Visual Strategy Guide
QUIKSILVER BRAND The largest and most prestigious apparel company in the action outdoor sports industry.
Quiksilver Logo 1969–Present Founded in Torquay, Australia Based in Huntington, California
Quiksilvery is an outdoor lifestyle company providing high quality apparel and accessories for young-minded audiences. This brand was born on the beach of Torquay, Australia, in the summer of 1969 by local Victorian boys, Alan Green and John Law; making wetsuits, sheepskin boots, and boardshorts in their garage. Since then, it grew increasingly to the largest apparel business in the outdoor activities such as snowboarding and particularly surfing because both Green and Law are professional surf athletes themselves from a young age. Youth is the core focus of this brand because of the relevance of its attributes, such as being adventurous, independent, and authentic in outdoor sports.
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Quiksilver
BRAND HISTORY The following events tell our story from where it all began and how it has succeeded across many international nations of being part of this worldwide family.
1973
1975
1984
The birth of Quiksilver by
Quiksilver began to grow all over
License of Quiksilver extended to
co-founders Alan Green and John
Australia with high demands of
Europe, together with other inter-
Law at the beaches of Torquay,
boardshorts from customers such
national countries such as Japan,
Australia. The first product of
as high top surfers.
Brazil, South Africa, Turkey and Asia.
Quiksilver were boardshorts.
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1969
1976
Surfing has been the heart of Quiksilver.
The first licensing of Quiksilver
Alan Green produced wetsuits and
went outside of Australia to the
sheepskin boots for surfers; borrowing a
United States, being distributed by
loan from his father.
Jeffrey Hakman & Bob McKnight.
Book 01 | Visual Strategy Guide
1993
2004
ROXY logo was publicly exposed
Success in Quiksilver of
of creating two Quiksilver logos
becoming a $1 billion company.
mirrored to form a heartshape; sig-
Quiksilver invested DC Shoes.
nature look for women’s apparel.
1990
2002
2015
Quiksilver launched ROXY in
Ug Manufacturing joins forces
Quiksilver filed for bankruptcy
the United States, which held
with Quiksilver, Inc.—public
a wide range of swimwear for
listing on NYSE with combined
young women.
revenues over $800 million.
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Quiksilver
BRAND SOUL “Take on any adventures.” —quiksilver.com
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Book 01 | Visual Strategy Guide
Photo Credit IG @jeanie_everywhere
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Quiksilver
Photo Credit Raising Children Network
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Book 01 | Visual Strategy Guide
MISSION STATEMENT Quiksilver is to help equip communities of all ages by connecting with nature, being adventurous and achieving the feeling of simple, and authentic outdoor journeys.
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Quiksilver
REBRANDING OBJECTIVE Quiksilver brand will help equip people of all ages to explore the outdoors and awakening their spirit of connecting with nature beside viewing the brand as a sports brand. People will continuously be adventurous, independent, and authentic.
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Quiksilver
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BRAND KEYWORDS 01
Nature Mountains, beaches, beautiful and luscious landscapes that people can escape from chaotic sceneries and enjoy a peaceful environment.
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Adventure Exploration is the key! Go out with great energy and view what the world has that people have never seen before.
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Connection People tend to forget how it is to live the simplicity and beauty of the outdoors. This will benefit individuals to draw closer toward nature and continuously stay connected.
Photo Credit Sacred Science
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Quiksilver
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Book 01 | Visual Strategy Guide
Authenticity, innovation, pride, confidence and a belief in limitless potential have been the foundations in Quiksilver. —Quiksilver Website
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Quiksilver
PERSONAS
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Photo Credit VSCO
Quiksilver has an expansion of other outdoor activities beside surfing. By being connected with nature, these following individuals have their own stories of why it is significant of living and being part of mother earth.
Book 01 | Visual Strategy Guide
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Quiksilver
01
Surf Instructor Miguel Mendez 43 years old Male Santa Barbara, California
Photo Credit IG @jeanie_everywhere
-Lost his job as a head chef and recently divorced. -Loves to surf during his leisure time. -Wants something different in his life. -Break free from craziness city life in Los Angeles and moved to Santa Barbara to start his business in teaching surfing. -Mainly teaches children because he feels young and energetic around them; always reminds him of how to be free.
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-Miguel is an introvert because he likes to have his privacy, most of the time. -He enjoys nature very much because he feels relaxed and calm. It also helps him to escape from everything around him.
Book 01 | Visual Strategy Guide
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New Intern Keanu Brown 25 years old Male Las Vegas, Nevada
Photo Credit YouTube “Surf Photography”
-Always enjoy taking images and videos of the outdoors. -He enjoyed the art of photography at a very young age from his mother, who is also a photographer herself. She takes images of cultural portraits. -Moved out of state to Hawaii for an intern; taking shots of waves and beaches. -First time leaving home and is anxious of what’s ahead in his Summer intern but is also excited to see family in Hawaii.
-Wants to be connected to his Hawaiian culture through the outdoors and finding more information from his family and land. -Challenging for Keanu because this is his first time taking images underwater or near coastal locations. -He feels this is a personal journey for him to explore not only the outdoors, but to restore his mana (spirit).
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Quiksilver
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Retired Veteran Robert Lombard 79 years old Male Memphis, Virginia
Photo Credit servingtogetherproject.com
-A proud elder veteran who served in
Vietnam war. -He has so much energy when his children and grandchildren visit him during the weekends and especially holidays. -Loves spending time with his family, mainly enjoying outdoor activities, such as traveling, camping, hiking, & etc. -He always has a passion for nature and exploring new sceneries of the outdoors because he feels connected to his late wife who loved being outside.
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- It reflects his memories with her and friends who were in the military as well. -Although he has medical issues with his back but that is not stopping him to explore the world. -His favorite saying is “Enjoy life, because you can never age� because he feels young and free no matter how old he is. He will not let anything step in his way.
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College Dropout Brodie Long 19 years old Male San Francisco, California
Photo Credit kickstarter.com
-Graduated from high school last year and studied a semester in Business at San Francisco State University. He was pressured to study that because of his father.
-He finds inspiration from the outdoors because he believes thats how music started in ancient time was through the sounds of nature.
-He realized school wasn’t for him; he had no interest in any of it.
-In the future, he would love to write more songs and include more natural outdoor sounds and be a well known artist.
-Brodie’s hobbies are to play his guitar, write songs and surf at the beach with his friends. Always surfed after school. -He enjoyed playing his guitar and writing songs in the outfield. He feels free and independent when he’s there.
-He hopes his music will also inspire many people to be more connected with nature,which is divine and spiritual.
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Quiksilver
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Insta Vegan Mom Krystal Haiola 29 years old Female Haleiwa, Hawaii
Photo Credit Andrea Hannemann
-Single mom, always busy taking care of her 3 years old twin boys because they are full of energy and are too young to attend school. However, she works at a acai bowl stand.
-She loves posting new recipes and healthy lifestyle tips of being a vegan on her blog and social media.
-She also enjoys posting images of her outdoor trips with her boys because -She converted herself being a vegan after its a personal journal for her; keeping her kids were born for health reasons and memories of her time with her kids. so she can enjoy spending more time and -Most of her ingredients for her recipes have more energy with her children. that she does on social media are from -However, she does home-teach her sons the basic of nature such as naming different plants, cooking and etc. -During her leisure time, she loves to do yoga outside in her yard, go hiking with her kids, and to the beach. 26
her backyard and she enjoys connecting with nature by planting fruits and veggies and other activities.
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Eco Professor Sally Pruce
53 years old Female Seattle, Washington
Photo Credit sportdiver.com
-A Marine Biology Professor for 20+ years at University of Washington. -Traveled across the world discovering aquatic mysteries, especially in the Pacific Ocean. -Loves to explore and see what the world has and share her experiences with her students. -She loves teaching this subject & being around with her students because she feels her exploration is a sense of growth, learning together with them.
-Although she isn’t married and have no children, she feels like her students are a part of her family. She has that special connection with as she does with nature. -At a young age, she enjoyed going on trips with her father who was a Marine Biologist as well. -She loved fishing and enjoyed searching oysters, which she continues to do that with her students and learn more about it.
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Quiksilver
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Environmental Teenager Jess Chang 16 years old Female San Diego, California
Photo Credit knowyourmeme.com
-Loves the outdoors that she buys stickers about the environment and place it on her hydroflask. -Always taking images of her trips outside of her home with her polaroid camera because she wants to keep it in her journal. -Goes to the beach with her friends but has a huge passion of saving aquatic animals, especially turtles because turtles are endangered species.
-Does volunteer work every weekend at national parks. -Also is the president of the Eco Club at her high school and is running an awareness of ending plastic bottles to save nature.
-She enjoys sharing her passion about nature to everyone because she is aware and also afraid that the world could be worse if people around the world won’t take good -Wants to go to college after high school to care of the earth. study more of marine biology and saving mother nature.
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Sleepless Caretaker Mary Fiu 36 years old Female Euless, Texas
Photo Credit luxhomecare.com
-Mary has been a caretaker for over ten years and has been looking after old folks in their homes, mainly who were physically disabled.
-Betty reminds her so much of her grandmother because of their conversations they have and also similar personalities.
-She enjoys taking care of old folks because she had a good relationship with her grandparents and have passed away when she was a Senior in high school.
-This is Mary’s first patient who can explore outside and wants to plan out their schedule of good outdoor places to go that suitable to Betty.
-She knows that life is too precious and will love to help the elders in restoring how it feels to be young and making memories memorable.
-She’s excited to explore outside and her new adventures with Betty where she knows it will be fun for the both of them.
-She recently has a new elderly lady named Betty who is able to get out of her house. 29
Quiksilver
...embraced by all who enjoy active outdoor lifestyles. —Quiksilver Website
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Quiksilver
BRAND CHANGES
Photo Credit Meg O’Neil
Quiksilver has been known as a sport brand centering surf and ski. Now with our new mission, we will show you the before and after of the Quiksilver brand.
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Quiksilver
Before, we were...
Quiksilver
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Quiksilver
Now, we are...
Quiksilver
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Quiksilver
COMPETITORS Quiksilver has been in the industry for over 50 years, and with new businesses developed with similar values, services and products, here are a few of the current, adjacent, and aspirational competitors of Quiksilver.
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Book 01 | Visual Strategy Guide
Photo Credit GSquared Photography
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Quiksilver
Current The following businesses are current competitors of Quiksilver that are similar to a board riding culture, whether it is surfing, skateboarding, or snowboarding.
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Book 01 | Visual Strategy Guide
Billabong
Aerosphere
Billabong has similar values such as young and hip surfers or swimmers. This is drawn more towards sporty and beach lovers.
Similar to Blue Tomato, this is an online shop that merchandise many sports brands such as Nike, Adidas and etc.
Volcom
Hurley
Volcom is also a boardriding culture store. However, their company portrays of “pushing further and seeking elevation.”
Hurley is an international apparel brand that is similar of merchandising surf clothing and accessories.
Ripcurl
DaKine
Ripcurl is a surf only brand that is mainly known for a major athletic sponsor for most athletes. It was also born in Torquay, Australia.
DaKine is a Hawaiian surf brand that is named of a common phrase of local people of Hawaii. It’s casual, free and enjoyable.
Burton
O’Neill
Burton is centered for snowboarding, which provides snowboards, boots, outerwear and accessories. It is dominated in the mountains.
O’Neill is another water sport brand that portrays of young and hip as well. However, this company’s personality is more about perfection and latest trends.
Blue Tomato
Hypland
Blue tomato is an online shop provides various sports brands across the world. Unfortunately, doesn’t have it’s own brand.
Hypland is a skateboard culture brand that is for young and energetic teens, which prefers to the term of being hype.
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Quiksilver
Adjacent As our objective in rebranding Quiksilver, here are a few businesses that could be similar to our new mission statement and provide the same services.
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Book 01 | Visual Strategy Guide
Big Agnes
Garmont
Big Agnes is an outdoor camping business that provides equipments such as lightweight tents, sleeping bags, etc.
Garmont is a dominating hiking footwear company and has extended with other outdoor equipments.
Black Diamond
Edelrid
Black Diamond is a climbing company that provides climbing, mountain and skiing gears since 1957 in Utah.
Similar to Black Diamond and DMM, Edelrid is another climbing company that provides mountain & climbing tools.
DMM
Bare
Similar to Black Diamond, this company manufactures similar products but have extended their stores to international locations such as the UK, etc.
Bare is a scuba diving company that provides apparel and tools for underwater activities such as suits, snorkels, etc.
Five Ten
Granite Gear
Similar to Big Agnes, most camping equipments and climbing protecting. Shoes, and apparel and other outdoor accessories.
Similar to most camping companies, they provide outdoor apparel such as wet and dry suits, etc.
Arc’teryx
Hydro Flask
Arc’teryx is an outdoor apparel and sport equipments from Canada and has extended to international countries such as China and Indonesia.
Hydro Flask is dominantly a vacuum insulated stainless water bottle that has assisted many people for outdoor or indoor activities.
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Quiksilver
Future With a new application of various outdoor activities beside skiing and surfing, here are a few future competitors that Quiksilver will provide similar services and have similar values for their new rebrand.
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Book 01 | Visual Strategy Guide
Nature Conservancy
National Wildlife Federation
Nature Conservancy is a charitable organization that is centered in conserving land and water that has expanded across the United States.
National Wildlife Federation is the largest nonprofit organization in the United States. Building communities to preserve nature.
National Audubon Society
Conservation International
The National Audubon Society is a non-profit organization that helps conserve wildlife, especially birds.
Conservation International is a non profit organization from the United States that is helping nature for wildlife and humans.
World Wide Fund for Nature
American Forests
World Wide Fund for Nature is a non-government organization that helps preserve wildlife and reduce threat of any kind towards nature.
This non-profit organization is dedicated to help protect and restore forest ecosystems across America.
Greenpeace
Wilderness Society
Similar to World Wide Fund for Nature, Greenpeace is an organization to help conserve nature.
Wilderness Society is a non-profit organization that is to protect many natural areas across the United States.
Friends of the Earth
Global Footprint Network
Friends of the Earth is an environmental organization of protecting the environment and has 30+ teams across the nation.
Global Footprint Network is a research organization that helps manage natural resources based on climate change, etc.
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Quiksilver
Brand Attributes The following is a guideline listing vocabularies that are significant values or attributes of Quiksilver by achieving our new objective for this brand.
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Connect Light Authentic young
Simple
Free
Adventurous Memorable Comfortable
Explore sporty
high quality
Calm
Nature Peaceful
casual lifestyle
Smooth
Reflection
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Quiksilver
Sources Aerosphore
DaKine
About Us page, website
About Us page, website
American Forests
Edelrid
Introduction; website page
Introduction; website page
Apparel News
Five Ten
Quiksilver Gets A New Name After Bankruptcy; online article.
Introduction; website page
Arc’teryx About Us page, website
Bare
Garmont
About Us page, website
About Us page, website
Big Agnes
Global Footprint Network
Introduction; website page
Billabong About Us page, website
Black Diamond About Us page, website
Blue Tomato Introduction; website page
Burton Introduction; website page
Conservation International About Us page, website
DMM About Us page, website
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Friends of the Earth About Us page, website
Introduction; website page
Granite Gear About Us page, website
Greenpeace About Us page, website
Hurley Introduction; website page
Hydro Flask Introduction; website page
Hypland About Us page, website
National Audubon Society About Us page, website
Book 01 | Visual Strategy Guide
National Wildlife Federation About Us page, website
Nature Conservancy Introduction; website page
O’Neill Introduction; website page
Quiksilver About Us page, website
Ripcurl About Us page, website
Volcom Introduction; website page
Wilderness Society About Us page, website
World Wide Fund for Nature About Us page, website
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Colophon Book designed by Ipu Sanerivi Printed on Hammermill Laser Print Paper Typefaces: Museo Slab, Proxima Soft & Montserrat Printed & Bound at ARC Document Solutions Instructor, Hunter Wimmer GR 604, The Nature of Identity Note, this is a student project.