VISUAL STRATEGY GUIDE
T H E N AT U R E O F I D E N T I T Y
BILLABONG REBRANDING
VISUAL STRATEGY GUIDE BILLABONG REBRANDING
CONTENTS
01
OUR PAST ACHIEVEMENTS
02
OUR FUTURE VISION
About Billabong
09
Mission Statement
14
Timeline
10
Our New Vision
16
Brand Keywords
19
Our Past Image
20
Our New Image
24
03
04
OUR TARGET AUDIENCE
OUR COMPETITORS
Introduction
28
Introduction
51
Personas
30
Current Competitors
52
Adjacent Competitors
54
Aspirational Competitors
56
Brand Attributes
58
BILLABONG REBRANDING
V I S UA L S T R AT E G Y G U I D E
“BILLABONG HAS A COMMITMENT TO IMPROVING THE QUALITY OF ALL OUR LIVES.” — Billabong
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OUR PAST
ACHIEVEMENTS
About Billabong Timeline
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BILLABONG REBRANDING
J U S T B R E ATH E ...
V I S UA L S T R AT E G Y G U I D E
CHAPTER 1 // OUR PAST ACHIEVEMENTS
ABOUT BILLABONG
ABOUT BILLABONG
Description Billabong is a retail company whose products reflect the idealistic surfer’s lifestyle. They sell many surfing-related goods including apparel, accessories, footwear, sunglasses, watches and board sports hardware including surfboards, skateboards and wetsuits. However, the most popular and well known products include their signature t-shirts, board shorts, backpacks and swimwear. Billabong International’s products are officially licensed in more than 100 countries and available in approximately 11,000 shops worldwide. They own approximately 6000 staff worldwide, and since 2000 are listed on the Australian Stock Exchange. Their revenue is mainly generated within Australia, in North America, Europe, Japan, New Zealand, Brazil and South Africa. They market themselves internationally by associating themselves with professional athletes, junior athletes and events. Billabong sponsors many young and promising surfers and athletes in order to advertise their products to the younger generation. They even have their own surf team which people can join once the business recognises their potential. This allows the usiness to promote its products to both the young people hoping to be sponsored, as well as making themselves look like a community supporting business.
History Founded in 1973 by Gordon and Rena Merchant, the company first traded on the Australian Securities Exchange in 11 August 2000. The name “Billabong” is derived from the Wiradjuri word “ bilabaŋ ” that refers to a "creek that runs only during the rainy season". As of September 2013, Von Zipper and Element were two of the prominent brands that Billabong owns. Honolua Surf Company, Kustom, Palmers Surf, Xcel, Tigerlily, Sector 9, and RVCA were the company's other brands. In 2018, Billabong International Limited was acquired by Boardriders, Inc, owner of rival brand Quiksilver. From late 2012 onwards, following the company's decline in the period since 2008, Billabong International has been the subject of several protracted bidding and takeover processes in which the company's former United States chief Paul Naude has been a participant. During one period, Billabong used a corporate turnaround strategy to return the company to profitability, which it achieved in 2014. In December 2016, former chief executive Matthew Perrin was found guilty of fraud and forgery by a jury in the District Court in Brisbane, and was sentenced to jail in January 2017.
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TIMELINE Von Zipper eyewear
Gordon Merchant
Announced as one of the
brand is acquired. The
founds Billabong on
Q150 Icons of Queensland
acquisition of skate-
Australia's Gold Coast.
for its role in iconic ”Inno-
boarding apparel brand
vation and invention.“
Element is announced.
2007
1980 2001 1973
2009
Tigerlily brand is acquired. This represented the first Billabong is present throughout Australia and now available in other countries, including New Zealand, Japan and South Africa.
time Billabong brand focused exclusively on the “girls” market. The big intention was to position a new addition of the company's own Billabong Girl's line.
CHAPTER 1 // OUR PAST ACHIEVEMENTS
TIMELINE
Billabong announces intention
Billabong starts a seven
to undergo a major restructure.
point turnaround strategy
150 stores closed, 400 full-time
announced in December.
jobs were lost internationally,
Strategy includes the sale
including 80 in Australia. 48.5%
of brands and entities to
of its Nixon accessories brand
focus on the core business.
Company starts seeing improvem ents in the business. Focuses on strategies to continue to simplify and agrees to sell women's swimw ear
names were sold toTrilantic
brand Tigerlily for
Capital Partners. (TCP)
$60 million.
2015 2013
2015 2017
2012
Billabong earnings col-
Company returns to
lapses across core
profitability for first time
business markets. August
since 2011. A complex
2013 media report states “Billabong label itself is now deemed worthless.”
restructure of the organization is implemented to achieve growth.
BILLABONG REBRANDING
V I S UA L S T R AT E G Y G U I D E
OUR FUTURE VISION
Mission Statement Our New Vision Brand Keywords Our Past Image Our New Image
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BILLABONG REBRANDING
V I S UA L S T R AT E G Y G U I D E
Mission Statement:
MOTIVATING PEOPLE TO LIVE TO TH E FULLEST BY INSPIRING THEM WITH THE ENDLESS POSSIBILITIES OF NATURE.
CHAPTER 2 // OUR FUTURE VISION
M I S S I O N S TAT E M E N T
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Our mission for the future is to foster the connection between humans and nature by enhancing the outdoor experience and providing opportunities for a more diverse range of activities, thereby motivating people to enjoy nature, maintain their passion for lives, and living in a more fulfilling way.
BILLABONG REBRANDING
V I S UA L S T R AT E G Y G U I D E
OUR NEW VISION
How We Will Progress Billabong’s new focus will be on fostering a positive philosophy of outdoor sports culture. The brand will inspire people to perceive nature, experience life, and obtain spiritual pleasure from outdoor sports. In the past, Billabong’s focal point has been limited to surfing products. However, Billabong will now expand the scope of activities it supports. We will also be committed to providing motivation and attraction to experience nature. More people will live their lives to the fullest through inspired by outdoor sports and nature’s endless possibilities.
CHAPTER 2 // OUR FUTURE VISION
OUR NEW VISION
DRIVEN BY ADVENTURE AND LEARNING TO TRUST YOURSELF...
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BILLABONG REBRANDING
WE KEEP THINKING ABOUT WHERE WE BELONG AND WHERE WE ARE GOING...
V I S UA L S T R AT E G Y G U I D E
CHAPTER 2 // OUR FUTURE VISION
BRAND KEYWORDS
BRAND KEYWORDS
EXPERIENCE Our goal is to provide people with new experiences of nature, to experience more fun, and more meaningful moments in the outdoor environment.
CONNECT We will continue to convey the idea that we are part of nature and to inspire people not only to perceive nature and learn from nature, but also to contribute to protecting it.
PASSIONATE We will inspire people to constantly challenge themselves, maintain their passion for life, and live more positively.
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OUR PAST IMAGE
These images show the old ideas of the Billabong brand. In the past, Billabong’s focal point has been limited to surfing products.
BILLABONG
CHAPTER 2 // OUR FUTURE VISION
OUR PAST IMAGE
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CHAPTER 2 // OUR FUTURE VISION
OUR NEW IMAGE
THE NEW IMAGE OF BILLABONG WILL EVOLVE TO MORE FOCUS ON THE NATURAL, FULFILLED, AND POSITIVE LIVING PHILOSOPHY.
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OUR NEW IMAGE
These images show the new philosophy of the Billabong brand. Billabong will be committed to providing motivation and attraction to experience nature. More people will appreciate nature’s positive energy and outdoor sports through Billabong.
BILLABONG
CHAPTER 2 // OUR FUTURE VISION
OUR NEW IMAGE
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OUR TARGET AUDIENCE
Introduction Personas
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INTRODUCTION
Customer Persona Development In the early stages of brand redesign, it is important to establish the types of individuals we will create. To better understand our customers’ needs, experiences, behaviors, and goals, we have created a profile for each customer persona and differentiate them based on brand attention. Creating these personas can help us recognize that different people have different needs and expectations, and it can also help us identify with the customers we are designing for. Among these customer personas, six establish our target audience, and they are the most likely personas to be interested in our brand; the other two have less demand for our brand, but they are open to the possibility of becoming part of our audience.
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
INTRODUCTION
The Sports Enthusiast
The Explorer
The Naturalist
The Bold Teenager
The Attentive Dad
The Conformist Youth
Potential Audience
The Minimalist
The Dynamic Elder Man
Target Audience
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THE SPORTS ENTHUSIAST
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“Outdoor sports make me feel that I have unlimited potential.�
Alan Moreno 28 years old
Software engineer
Traits: 1. In summer, Alan goes surfing every weekend because he thinks surfing can relieve his pressure from work. 2. He prefers outdoor sports to the gym, because he likes a sports environment where many people participate. 3. Surfing is one of his favorite sports because it can make him feel the power of the ocean and a sense of accomplishment. 4. Alan is also eager to get professional training in skiing because he wants to improve and avoid danger at the same time. 5. Alan wants to meet more sports enthusiasts because he hopes to make friends that have the same interests. 6. Alan likes to constantly challenge his limits through outdoor sports because it makes him more confident to face other difficulties in his life.
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THE EXPLORER
V I S UA L S T R AT E G Y G U I D E
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“All the adventures I have never tried fascinated me.”
Gary Powell 24 years old
Photographer
Traits: 1. Gary likes outdoor sports very much because he can get more inspirations in a natural environment. 2. Although he has never surfed or skied before, he always wants to try because he is passionate about trying new things. 3. Gary considers himself an explorer because he likes to use different ways to change his life and increase more fun. 4. He likes mountain climbing because he enjoys this process that connects with nature. 5. Gary doesn’t pay much attention to the professionalism of sports equipment because he believes that cost performance and comfort are more important. 6. Gary likes to share and exchange thoughts of living with others because he is curious about a lifestyle he has never experienced.
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THE NATURALIST PERSON
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“I always believe that a natural and comfortable environment can not only strengthen my body but also strengthen my spirit.� Samantha Stone 32 years old
Yoga instructor
Traits: 1. Samantha likes to practice yoga outdoors because it easier for her to feel her connection with nature and her inner peace. 2. Samantha likes outdoor sports because she believes that outdoor sports can not only strengthen her body but also strengthen her spirit. 3. She has great reverence for the natural world because she believes that her current happy life and health are gifts from nature. 4. She has always maintained a healthy lifestyle because she believes that only physical health can have more fun in outdoor sports. 5. Based on her foundation on yoga, she has confidence in other outdoor sports because she believes that the principles of all outdoor sports are similar. 6. Samantha believes that we need to truly experience the natural environment because she believes that only by experiencing communication with nature, we can understand that we are part of nature.
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THE BOLD TEENAGER
V I S UA L S T R AT E G Y G U I D E
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“I like all activities that make me different. This is also my motivation to stick to one thing.� Billy Carter 15 years old
High school student
Traits: 1. Billy is a typical lively teenager, he likes all outdoor sports that look cool because he always wants to be different. 2. Billy is a skater. Although he was injured while learning to skate, he still likes skateboarding because he likes the challenge and excitement of outdoor sports. 3. Billy also likes skiing, he thinks snowboarding looks cooler than sledding because he likes that feeling of freedom. 4. Billy likes to show some difficult moves when snowboarding, even if he is not that skilled because sometimes he likes to show off. 5. Billy likes playing outdoor sports with friends because it makes him feel he plays an important role in his social circle. 6. For his sports fashion, of course, charm and personality are the most important things because he is more concerned about appearance than function.
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THE ATTENTIVE DAD
V I S UA L S T R AT E G Y G U I D E
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“Outdoor activities keep me brave and optimistic, I hope my children can also benefit from it.� Daniel Barnes 39 years old
Marketing manager
Traits: 1. In his free time, he likes to play with his two children, because he feels very happy and relaxes during this time. 2. Daniel likes to teach his 8-year-old son to play outdoor sports because he believes that it can let his son release children's excessive energy. 3. Daniel believes that allowing kids to participate in outdoor sports will help them grow up better because when he was a child, surfing with his father made him no longer fear the ocean. 4. Daniel often takes the whole family camping because he believes that this activity can enhance the relationship between family members. 5. Daniel plans to cultivate his son's optimistic quality through outdoor sports because he learned a lot from the outdoor environment when he was a child. 6. Daniel always experiences nature because he believes that this can help him avoid the negative impact of fast-paced life to a certain extent.
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THE CONFORMIST YOUTH
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“Surfing is cool, but very far away for me. Compare with sports, I prefer to relax.� Joyce Dean 22 years old
College student
Traits: 1. Joyce is a quiet girl, she only plays sports to lose weight because she doesn't want to spend too much energy on sports. 2. She admires people who are good at outdoor sports because she thinks such people are bright and cool. 3. Skills like surfing and skiing seem daunting because she thought it was too difficult for her. 4. She is not very interested in outdoor sports but she likes to travel with friends because sometimes she wants to relax in nature. 5. She doesn't know how to surf or swim, but she likes to sunbathe on the beach because she likes the cozy atmosphere of the beach. 6. Even though her academic life is very busy, she will look for opportunities to slow down because she believes that it will help her be more productive.
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THE MINIMALIST PERSON
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“Simplicity and freedom are my life principles. There is no problem a cup of coffee cannot solve.” Vivi Wong 30 years old
Cafe owner
Traits: 1. Vivi owns a coffee shop. She likes to read and walk in her spare time because she likes a slowpaced lifestyle. 2. Vivi’s favorite transportation is cycling because she likes this relaxed outdoor mode. 3. Vivi advocates simple dress and a natural lifestyle because it can make her feel comfortable and peaceful. 4. Compared with summer and winter, Vivi prefers the nature in spring and autumn because she likes that comfortable atmosphere. 5. Every weekend, she goes hiking with her husband, and they all like to feel nature because she thinks the natural environment can make her fully relax. 6. If there are no special circumstances, she may not change her current lifestyle, because she is satisfied with the current life state and pace of life.
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THE DYNAMIC ELDER MAN
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
“As long as I have a young heart, I will never be old.�
Joseph Weber 70 years old
Retired
Traits: 1. Although Joseph is 65 years old, he doesn't feel he is old because he has a young mindset. 2. He often went out with his wife to enjoy their long vacation because after retirement, he had a lot of free time. 3. At this age, although he can no longer perform strenuous exercise, he still likes to feel nature because it makes him forget his troubles. 4. Although he likes outdoor sports, it cannot be that free as the past while swimming or climbing because he needs people by his side to pay attention to his safety. 5. He likes walking and basking on the beach in his free time because he lives not far from the beach, and it is the best way to exercise and relax for him. 6. Sometimes Joseph and his wife volunteer to clean up trash near the beach because they want to leave clean resources for future generations.
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“COME FORTH INTO THE LIGHT THINGS, LET NATURE BE YOUR TEACHER.” — William Wordsworth ( English Romantic Poet )
C H A P T E R 3 / / O U R TA R G E T A U D I E N C E
PERSONAS
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OUR COMPETITORS
Introduction Current Competitors Adjacent Competitors Aspirational Competitors Brand Attributes
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COMPETITIONS FORCE US TO DO OUR BEST...
V I S UA L S T R AT E G Y G U I D E
CHAPTER 4 // OUR COMPETITORS
INTRODUCTION
INTRODUCTION
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Identifying Competitors The presence of competition means that customers have the option to choose either our brand or others. Competition is important for us because it provides reassurance that we're getting customers because of the quality of our products and services. This chapter will analyze the competitors for the Billabong brand, including current competitors, adjacent competitors, and aspirational competitors. This process will help us build Billabong into a more resourceful and more competitive brand.
BILLABONG REBRANDING
V I S UA L S T R AT E G Y G U I D E
CURRENT COMPETITORS Billabong's current competitors are suppliers or dealers of different brands that sell the same or equivalent goods. They are brands that focus on outdoor sports clothing, especially for surfing.
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CHAPTER 4 // OUR COMPETITORS
CURRENT COMPETITORS
1. Quiksilver
6. Hurley
Quiksilver is one of the world's largest brands of
Hurley is an American multinational corporation
surfwear and boardsport-related equipment. It was
that is engaged in the design, development, manu-
founded in 1969 in Torquay, Australia, but is now
facturing, worldwide marketing and selling of
based in Huntington Beach, California.
surf and swimming apparel and accessories.
2. Volcom
7. Reef
Similar to Billabong, Volcom is a lifestyle brand that
Reef is a core surf company. They create authentic
designs, markets, and distributes boardsports-
and innovative products intended to nurture an
oriented products.
3. Patagonia Patagonia, Inc. is an American clothing company that markets and sells outdoor clothing.
4. RVCA VCA is a Costa Mesa, California-based clothing
incredibly fortunate lifestyle that involves surf, sensuality and a life filled with happiness.
8. Rip Curl Rip Curl is a designer, manufacturer, and retailer of surfing sportswear and accompanying products, and a major athletic sponsor.
company owned by Boardriders. RVCA is closely
9. Vissla
associated with skateboard, surf culture, Brazilian
Vissla is a clothing brand that represents creative
Jiu Jitsu, and MMA.
5. Vans Vans is an American manufacturer of skateboarding shoes and related apparel, started in Anaheim. Vans mission statement is “to enable creative
freedom, a forward-thinking philosophy, and a generation of creators and innovators. They embrace the modern do-it-yourself attitude within surf culture, performance surfing, and craftsmanship.
10. Dakine
expression—and inspire youth culture—by celebrat-
Dakine is an American outdoor clothing company
ing and encouraging the Off the Wall attitude that
specializing in sportswear and sports equipment for
comes from expressing your true self.”
alternative sports based in Hood River Oregon.
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ADJACENT COMPETITORS Adjacent competitors are those brands that do not necessarily sell the same products or services as Billabong but have a similar style and long-term goals, such as other sports brands or clothing brands.
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CHAPTER 4 // OUR COMPETITORS
ADJACENT COMPETITORS
1. Nixon
6. Arc'teryx
Nixon is the premium watch and accessories brand
Arc'teryx is a global design company based in North
for the youth lifestyle market. Focused on making
Vancouver, Canada, specializing in technical high
the little stuff better.
performance apparel, outerwear and equipment.
2. The North Face
7. Exxel Outdoors
The North Face is an American outdoor recreation
Exxel Outdoors is the leading provider of high
product company. They are committed to providing
quality, innovative outdoor recreation products as
the best gear for athletes and the modern-day
well as the largest sleeping bag company manufac-
explorer, support the preservation of the outdoors,
tured in the United States.
and inspire a global movement of exploration.
8. Element Skateboards
3. Adidas
Element Skateboards is an American skateboard
Adidas AG is a German multinational corporation
company, founded in 1992 by Johnny Schillereff,
that designs and manufactures shoes, clothing and
that manufactures skateboard decks, apparel,
accessories. It is the largest sportswear manufac-
and footwear.
turer in Europe.
9. K2 Sports
4. Anthropologie
K2 Sports, LLC is an American company founded in
Anthropologie is a retailer owned by Urban Outfitters,
1962 by brothers Bill and Don Kirschner. K2 is known
Inc. Anthropologie was founded in 1992 by a
for pioneering fiberglass ski technology, which
small group of innovators with a common goal: to
made skis significantly lighter and more lively than
“inspire the imagination�.
5. Outdoor Research
their wood and metal contemporaries.
10. Under Armour
Outdoor Research is a Seattle-based manufacturer
Under Armour, Inc. is an American company that
of technical apparel and gear for outdoor sports.
manufactures footwear, sports, and casual
They think that life gets better the minute we step
apparel. His mission is to make all athletes better
out the door on a new adventure, no matter how
through science, passion and the relentless pursuit
big or small.
of innovation.
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ASPIRATIONAL COMPETITORS Aspirational competitors are brands that will be considered as future competitions after a successful rebranding initiative of Billabong. These brands will share similar values and vision with the new Billabong in a long-developing term.
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A S P I R AT I O N A L C O M P E T I TO R S
1. Friends of the Earth
6. Natural Resources Defense Council
Friends of the Earth U.S. is a non-governmental
The Natural Resources Defense Council is a United
environmental organization headquartered in
States-based 501 non-profit international environ-
Washington, D.C. Friends of the Earth strives for
mental advocacy group.
a more healthy and just world.
7. People for the Ethical Treatment of Animals
2. Earthjustice
People for the Ethical Treatment of Animals is an
Earthjustice is a non-profit public interest organization
American animal rights organization based in
based in the United States dedicated to litigating
Norfolk, Virginia. PETA is dedicated to establishing
environmental issues.
and protecting the rights of all animals.
3. American Forests
8. The Wilderness Society
American Forests is a 501 non-profit conservation
The Wilderness Society is an American non-profit
organization, established in 1875, and dedicated to
land conservation organization. They believes public
protecting and restoring healthy forest ecosystems.
4. World Wide Fund for Nature The World Wide Fund for Nature is an international
lands belong to and should benefit all of us. Our organization and work must connect and inspire people to care about the outdoors.
non-governmental organization founded in
9. Nature Conservancy
1961 that works in the field of wilderness preserva-
The Nature Conservancy is a charitable environ-
tion and the reduction of human impact on
mental organization. Their mission is to conserve the
the environment.
lands and waters on which all life depends.
5.GoPro
10. AndBeyond
GoPro, Inc. is an American technology company
AndBeyond is a pioneering, experiential travel com-
founded in 2002 by Nick Woodman. It makes a
pany that offers forward-thinking, global travellers
somewhat unique product with camera that
an exclusive experience of the world as it should
allows average consumers to film their adventures
be; a world that is in balance with itself.
in top quality.
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BRAND ATTRIBUTES
5 Relevant/Good/Positive Words
5 Words Your Brand Hopes to “Own”
FREE
CONNECT
ADVENTUROUS
EXPLORE
FULFILLED
EDUCATIONAL
ENERGETIC
EXPERIENCING
INSPIRING
NATURAL
5 Bankrupt/Stale/Negative Words
5 Neutral Words
Fun
Simple
Young
Comfortable
Sporty
Peaceful
Bold
Light
Ocean Style
Confident
CHAPTER 4 // OUR COMPETITORS
B R A N D AT T R I B U T E S
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YOU CAN'T STOP THE WAVES, BUT YOU CAN LEARN HOW TO SURF...
BILLABONG REBRANDING
V I S UA L S T R AT E G Y G U I D E
This is a non-commercial student project for educational purpose and is not intended to represent or replace the original brand in any way.
BILLABONG REBRANDING GR604
The Nature of Identity
Source: Photo Credit: unsplash.com Text: billabong.com
Typography: Poppins DIN Condensed Roboto Slab
Software: Adobe Indesign
billabong.com
VISUAL STRATEGY GUIDE