Contains: Research/SWOT Analysis/Target Audience/Brand Style Guide/Media Mix/Credits
Made By Taylor Made Branding
Neck Breakers | 1
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Contents Abstract 5 Background 6 Swot Analysis 8 Target Demographics 10 User Persona 12 Mood Board 16 Brand Guidlines 17 Process 18 Logo Construction 20 Typography and Voice 22 Color Palette 23 Photography 24 Brand Stationery 26 Media Mix 28 Print Media 32 Digital Media 39 Conclusion 43 Credits 44 Neck Breakers | 3
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Abstract Based out of West Palm Beach, Florida and currently with
because they have an online presence and engage with
Neck Breakers still hails as one of the top urban street
created a consistent brand identity across all platforms
only one brick and mortar store and no online presence,
wear stores in the West Palm Beach area. They speciali-
ze in street wear clothing and shoes, offering high-end and exclusive gear on a consignment basis as well as boutique-style retail services.
Although they are somewhat successful locally, Neck Breakers has not been able to grow its business and
expand its brand. By not grabbing the attention of potential consumers outside of its immediate surrounding areas
social media. In addition, these successful boutiques have that can be recognized by their entire customer base.
This project book will explain how a re-branding of Neck
Breakers, as well as an extensive marketing campaign and better online presence will not only increase their sales,
but it will also explain the strategy behind positioning Neck Breakers as a better recognized brand locally and how it can establish itself as a worldwide street wear boutique.
and frequent out of town visitors, they are missing out on potential revenue streams. Even in today’s world, where social networking is so influential, Neck Breakers is still
lacking that connection needed in order to create brand
awareness around their business that extends beyond their current clientele. Their online presence is non-existent and unless someone is already part of their customer base,
know someone that is already a customer or happen to
stumble upon this hidden gem in West Palm Beach, Florida, chances are, you probably won’t hear about them. Popular street-wear boutiques experience worldwide success
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Research
Background
Neck Breakers is a street wear and sneaker boutique retail
The street wear clothing at Neck Breakers are sold at retail
The term street wear is a distinctive style of fashion, not to
normal retail. Majority of the current customer base include
establishment that sells street wear clothing and sneakers.
be confused with its counter part hip hop fashion, where the style was to wear baggy jeans and big shirts. Its difference
came from its higher quality garments and witty style. Influ-
enced from its surroundings, street wear uses the creativity
of graphic artists and graffiti artist alike. The brands express their views on popular topics of the time, while capitalizing on individuality (Josh Sims).
Sneakers and fitted caps are trademark accessories for
street wear culture. The most popular sneaker brands are
Nike, Adidas and Vans. The more popular the color combos of the sneakers, like bright colors and a mix of black and
white, the more they are sought out. Its said to be that the street wear culture was originated in the early 80’s, which was a time of punk rock skateboarding and surfers. Rock bands would print t-shirts to promote their albums and
concerts or special events (Maat, Matthijs). Many surfers
and skaters started following this strategy, they would often design their own boards and tees with their own unique styles.
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pricing, and sneakers are sold both on consignment and
young women and men of the urban and skater generation. Currently, Neck Breakers is located in West Palm Beach, Florida, but where they are located is very far away from
everything, hidden and hard to see. To be successful Neck Breakers needs to be more exposed to their target market
and better branded. While their initial goal was to open one boutique, expansion plans include the opening of an online retail store in an effort to build a stronger and well-recognized brand.
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Research
SWOT
The fashion and retail industry tends to be overly focused on mainstream fashion. However, by closely following generational fashion trends as well as Neck Breakers customers‘
purchasing preferences, a buying plan will be put together to
meet the specific needs of Neck Breakers’ clientele. This plan will solely focus on the styles, colors and fits to aid in helping Neck Breakers become a more profitable establishment.
Meeting the needs of the customer will now be part of Neck
Breakers customer model, as well as one of their specialties. By now you’re probably asking what is it that will make Neck Breakers unique from its competitors ATC Miami, Nice Kicks and The Shred Shed.
Well, there is really one main factor. While ATC Miami offers strictly consignment shoe shopping, Nice Kicks focuses on
offering high-end exclusive kicks, and The Shred Shed offers exclusive skate kicks and gears, Neck Breakers does all
three. This is what makes Neck Breakers so unique: it allows its customers a one-stop-shop experience. For example
ATC Miami offers strictly consignment shoe shopping, while
Nice Kicks focuses on offering high-end exclusive kicks and
The Shred Shed offers exclusive skate kicks and gear. Neck Breakers doesn’t focus solely on either of these differentia-
ting factors, but instead offers all of these services. Therefore, allowing their customers to have a one-stop-shop experience,
rather than having to go to a different company to satisfy each one of these needs.
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Positioning and Value Proposition
Neck Breakers is known for consignment and regular accounts as well as exclusive clothing; Taking the niche markets of all competitors and incorporating it into one is what will set them apart from their competitors.
Strengths
• Location • Demand • Niche Market
Weaknesses • Marketing • Inventory • Branding
Opportunities • Store Layout • Website • Sales
Threats
• Supply on demand • Competitors • Overhead
Sustainable Competitive Advantage As Neck Breakers grows and the boutique earns a more positive reputation, several opportunities will open up for them. Neck Breakers is already considering some options. Should they choose to remain a small local boutique, they will develop and grow the brand by increasing existing clothing brands and expand their selection to include additional products such as books, magazines and all that is relevant to the street wear industry. Additionally, as the brand builds it’s business, Neck Breakers plans to simultaneously develop an online Boutique. The power and ease of an online storefront is obvious to the brand and the plan is to develop one quickly and efficiently. Neck Breakers also sees the potential for regional and/or national expansion at some point.
Strategy for Promoting the Brand in the Campaign Project Once the re-brand is complete, the primary asset will be brand marketing.The marketing will convey style, quality and a great shopping experience. In the long term, it will be this well-recognized brand that will separate Neck Breakers from other retailers both nationally and in surrounding areas. The rebrand will take place in several stages, starting with a brand developement, which includes logo design and media. This will be followed by a remodeled store to reflect the new brand identity and lastly a huge marketing campaign. The marketing strategy will include lots of guerilla marketing, using teens as the main source of advertising in the form of street team events etc.
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Research Target Demographics Neck Breakers is a business-to-consumer retail boutique.
A younger generation is clearly their target customer base. However, they attract some older women and men who
are still hip with their merchandise (hats, sneakers, belts
etc). Even with all the gaps in their current brand identity
and strategy, only one brick and mortar store and no online
presence, Neck Breakers still does what it can to be hailed as one of the top street wear boutiques in the West Palm Beach, Florida area. Their current customer base includes both men and women who range in ages 16-35, who are usually very
much involved in street art, surfing, skateboarding, exclusive fashion. They also attract sneaker heads, sneaker connoisseurs with a taste for rare and unique kicks.
There are roughly 1,320,134 plus people living just in Palm Beach County. The nationality breakdown in Palm Beach County is as follows: 970,121 are white, 228,690 African
American, 250,823 Hispanic and the remaining 123,308 being other nationalities. In Palm Beach county people of ages
16-35 amount to roughly 465,945 of the city’s population.
The average household income is $26-70,000. Initially Neck
Breakers sought out customers locally, but after the re-brand project, efforts are going to be to increase their reach to surrounding cities as they build a stronger brand and increase
their chances for success. The re-branding of Neck Breakers has become somewhat of an obsession, with aspirations of
opening a sneaker boutique and design studio, this is an opportunity to learn more about the industry. Other aspirations
include starting a street wear line, which relates directly with
what Neck Breakers sells at their establishment. This re-branding project also gives the chance to save an establishment that has the potential to be very successful within its sector.
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228,690
123,308
WHITE
BLACK
OTHER
14% of the Population = Our Target Audience
NPC 86%
PC 14%
250,823
970,121
POPULATION 1,320,134
185,929 Potential Customer
HISPANIC
1,134,205 Non-Potential Customer Neck Breakers | 11
Female Persona
SWOT
As a young American/Hispanic fresh out of High School on her way to college, Crystal is very active in her spare time.
She enjoys going to the movies, shopping, hanging out with friends, playing sports and traveling. When she is not being active and or working she is usually burning up the social
media platforms on her iPhone, chatting and keeping updated on trends, gossip blogs etc. On quiet days when she wants to just have some piece and quiet, you can find her at the
nearest Barnes and Noble reading about anything and everything about art and pop culture.
As a music and art lover it was only natural that Crystal fell in love with the street wear trend that took the fashion industry
by storm. For those of you that do not know what street wear is, street wear is a fashion trend that was originated on the West Coast in Los Angeles California. It is deeply rooted
from surfing, skateboarding, art, graffiti and pop culture. It is normally made up of jeans, screen-printed tees, billed hats, exclusive sneakers, and teenage rebellion. Striving to be
Palm Beach’s number one exclusive retailer of both street
wear and sneakers, Neck Breakers will be a favorite desti-
nation for Crystal and all her friends while out shopping and hanging out.
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Male Persona
SWOT
Chris is a college grad who is both an entrepreneur and
Graphic Designer; Chris is very active in his spare time. He enjoys going to hang out with friends, playing sports and
traveling. When he is not working on designs he is usually out playing football with his buddies from college. He likes
to engage in his social media platforms from his iPhone to keep updated on the latest trends, sneaker releases, and
sports. On quiet days when he would like to just have some piece and quiet you can find him at a local art gallery or underground pub listening to some live music. He also enjoys spending his freetime in front of his Playstation 3 playing Madden 14 against other online opponents.
As a Graphic designer and sneaker head, he likes to keep up with the latest and greatest exclusive sneaker releases. He
enjoys the convenience of browsing online to purchase these exclusive kicks, but also enjoys the ambience that streetwe-
ar and sneaker boutiques offer him. Wth no plans for a family in his near future, he doesn’t mind spending his disposab-
le income on a few fly kicks and some shirts to match. Neck Breakers will be an enjoyable outlet for Chris. He’ll be able to indulge in his love for art, express his love for sneakers amongst other sneaker heads and will often come across designers with similar interest and possibly enhance his network of friends and colleagues.
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The Mood Board The goal of the Mood Boards are to give you insight on the
inviting, and less in-your-face”(Chapman 2010). The color
The goal of this particular mood board design was to create
will be use on a very limited basis. This very sophistica-
store’s desireable atmosphere, the people and the culture. a store atmosphere that was not only modern but artsy as
well. In order to give Neck Breakers that distinctive look and feel it would take a radical change in its current atmosphe-
re. From the stylish and modern décor, to the branding and clean, creative logo design, it should stand out.
grey, will be used as a complimentary color to orange and
ted color is generally conservative and formal, but can also be modern (Chapman 2010). Being that we are going for a
more modern and sophisticated appearance gray will be the perfect color to send this message. Lastly the color black will be used mostly for type in all marketing campaigns
Leather and Glass Accents for Interior and Entrance:
when needed, because its the strongest of all neutral colors
neutral tones were chosen mainly to match up with the
Interior Accents and Gadgets: Staying true to their
glass swatches are mainly for the storefront and windows.
of popular local urban artist and sell them gallery-style for
The leather fabric will be used for the bench seating, the
and provides better visibility.
bamboo shelvings, floors and benches. The purpose of the
business model Neck Breakers will display the art work
The storefront door and windows are going to be Neck Breakers’ greatest marketing opportunity. It will allow
customers passing by to see merchandise as well as the design of the store and attract potential customers.
a percentage of the sale. This should help increase foot
traffic which converts to more sales, but also helps create
that fun artsy enviorment. Lastly the addition of the modern stylish type accent chairs will give the interior of the store a
Flooring, Shelving and Benches: For the flooring,
modern feel and add style to the interior. All electronics will
the store, the wood of choice will be Bamboo. Not only is
reliability but modern style design as well.
shelving and benches that will make up the interior of
bamboo affordable but it is sustainable and stronger than most costly wood materials.
Color Palette: All colors will be used in the Branding Development and Marketing Campaigns. White will be used for all interior walls to give the store a gallery-type feel.
The color orange will be used as a focal color, because
it is bright and attracts attention, which is what the brand really needs for the brand development to stand out. “In
design, orange commands attention without being as overpowering as red. It’s often considered more friendly and
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be manufactured by Apple which is known not only for their
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Guidelines
Brand Development
The re-branding of Neck Breakers will require large amounts of marketing as well as logo and brand packaging develop-
ment. The logo will set the foundation of how Neck Breakers will look in the eye of the consumer, which is clean, eye-
catching and memorable. Currently, Neck Breakers has no logo or branding in place and this can be one of the main
reasons they have been less successful than they could be.
A logo is the identifying element of the brand for a company, business, product or economic entity, designed to create immediate recognition by the viewer.
With no logo in place, this opens up a world of opportunity for this re-branding project. Currently, ideas are to design a logo that is not only appealing to the customer, but clever and re-
cognizable as well. Individuality and the uniqueness of a logo are necessary to avoid confusion in the marketplace among clients, suppliers, users, affiliates, and the general public.
Right now for logo design concepts we are leaning towards
the shape of a shoebox, filled with the color orange or red so
that it stands out. The name Neck Breakers will be placed on the shoebox in a bold white type preferably Helvetica, which
will also be used as the primary font for the entire re-brand of the Neck Breakers campaign.
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The Logo The rationale behind the final logo concepts for Neck
Breakers’ logo design was to try and create a logo that
was not only typeface, but something that had iconogra-
phy as well. We wanted to create something that would be memorable and identifiable with its target audience. In our
original concepts we designed a few logos that were inspired
by the speech bubble, which plays on the constant conversations amongst sneaker heads surrounding limited edition sneakers.
On the other mock ups we leaned more towards a sneaker
box, with the name of the business on it, once again repre-
senting the specialty and niche of the Neck Breakers brand.
David Airey says, “A distinctive logo is one that can be easily separated from the competition. It has a unique quality or
style that accurately portrays your client’s business perspecti-
ve.” With that being said we aimed to create a logo that would definitely be timeless and stand out from the competition.
Tagline: “Sneakerheads Unite”
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Construction The graphic element is created using a constructed shoe box, refining a strong, bold approach. The typographic
element is designed to complement and enhance the logo graphic. Existing in harmony, it neither dominates or becomes insignificant.
The minimum exclusion zone margin for the Neck Breakers logo is based on the dimensions of the edge in the logo
graphic. A clear-space of one circle must be maintained on all sides. On all sides, the exclusion zone should be measured
from the farthest edge of the logo. No element, other than the tagline may encroach on this space.
Wrong usage: When possible the Neck Breakers logo
should always be used on light or white backgrounds never a dark background
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19 mm min.
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Typography and Voice Helvetica. Print. Neck Breakers brand typeface is helvetica. This full font family comes in a range of weights to suit a multitude of purposes. It was optimized for print, web, and mobile interfaces, and has excellent legibility characteristics in its letterforms.
Helvetica. Online. When technology allows for it, Helvetica should be used in any web applications. The default fall-back font is Arial which should be utilized to ensure acceptable degradation when Helvetica is unavailable.
Typography. Style. Text for correspondence and publications should preferably be set in upper and lower-case, and flush left with ragged right. Capitalization should never be used for body text, but is acceptable for headings.
Personal Touch Whenever we feel the need to express ourselves we whip out the sharpie. Why? 'Cause that's just how we roll.
Headlines- “Sneakerheads Unite” Subheads- “Sneakerheads Unite” Body Copy- “Sneakerheads Unite” Personal Touch- Sharpie it
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Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Regular Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Bold Aa
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Bold Oblique
Aa ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz (.,:;?!£$&@*) 0123456789 Holly Sharpie
These are the primary colors for the logo, text and headers.
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Photography Photography Specifications Banner Images
The dimensions for images used on banners need to Web Format – 1024px x 768px (361mm x 271mm) @ 72dpi, jpg be actual size at 100dpi. The size recommended above allows for an image to Print Format – 4961px x 3720x (420mm x 315mm) @ 300dpi, jpg or TIFF be approximately 2 meters by 1.5 meters. If an image is to be produced larger than this then a larger file size will be required
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Large Format – 7874px x 5906px (2000mm x 1500mm) @ 100dpi, jpg or TIFF
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THE
VISION
IS REAL
THE WELCOME TO
MIX 30 |
Research
Marketing and Media Mix
Recognizing the importance of
vertising campaigns to the streets,
ty to win 1 of 10 free sneakers in the
to promote the Neck Breakers brand
mouth among target consumers (crea-
task, they will be asked to strategical-
marketing, a plan is being put in place with an ambitious, targeted marketing
campaign. This will include a re-grand opening event, local media coverage,
print advertising, Billboards, Maagazines, Stickers, website design and de-
velopment and the utilization of social media networks to engage the target audience. The utilization of guerilla
marketing in the form of a street team when necessary will be the most
important element in the marketing efforts; not only to execute a great
marketing plan, but have a successful one. Guerrilla Marketing is an adverti-
sing strategy that focuses on low-cost unconventional marketing tactics that
yield maximum results (creativeguerrillamarketing.com).
Being much more unconventional than typical advertising, guerilla marketing is just as effective but fairly cheaper.
Utilizing this method to get a message across will definitely be very effective,
because it gives you the opportunity to utilize your target market to reach your target market. Most guerilla marketing plans include a street team. Street
Team marketing extends company-ad-
generating experiences and word of tiveguerillamarketing.com)
In the first phase we will be targeting local venues and other areas such as downtown, the movie theater
and even the mall, where the Neck Breakers target audience can be
found. Street team members will of
course be dressed in merchandise that can be found in the Neck Breakers
store, including a t-shirt with one of their tag lines, preferably “Sneaker
Heads Unite”. This is the preferred tag line because it appeals to the target audience and could make a huge
impact on grabbing the target market’s attention. It is also a common phrase
used among sneaker heads. Having a street team of no less than 20 individuals from our target audience wear bright red t-shirts with this tag line
will be sure to get the demographics’ attention. They will also be equipped
with t-shirts for giveaways, flyers and
stickers. Sounds like fun? Well there is more.
All members of the street team will
give select individuals an opportuni-
sneaker give-aways. In addition to their ly place stickers in those areas fre-
quently visited by their demographics. The sticker design will include all the branded elements that are currently
being developed for the Neck Breakers re-brand. The sticker design will be
in the shape of a shoebox, which as stated earlier is going to be incorpo-
rated into the logo design as well. In
an effort to grab everyone’s attention,
like the logo, a bright red or red orange color will be used with white Helvetica
type. These stickers will have all of the Neck Breakers’ information needed for the audience to stay connected with
the brand and its upcoming activities. This information will include social
media links, web addresses and other important information, such as store location and phone number. So, are
you convinced yet? How certain are we that this method will be success-
ful? Well according to an article titled,
“What is Guerrilla Marketing?” guerrilla marketing is said to make a far more
valuable impression with consumers in comparison to more traditional forms of advertising and marketing (crea-
Neck Breakers | 31
Research
Marketing and Media Mix
tiveguerrillamarketing.com). After utilizing the first phase
the proper question would be, why wouldn’t they? In fact,
consumers to come out to the store, the next step, phase
culture titled “Sneaker Heads: Inside the World of High
of the Guerrilla marketing approach and getting future
two, will be to have a re-grand opening event with music,
food, street teams and local news in attendance. The main focus is to get some buzz around the event, which will
eventually find its way to all social media platforms and
create even more awareness. In order to let people know about the event, the street team will be responsible for the
placement of posters in the same frequently visited areas of Neck Breakers’ target demographic.
“ABC Nightline News” just did a segment on the sneaker
Stakes Sneaker Trading” (ABC News). The key part of this re-grand opening event will b e to capture the emails of all consumers that attend the event. Those email addresses
will play a major role in the success of phase three, which will be to keep the buzz going with weekly ad blasts via
emails. How successful is email marketing and why? Opt-in email marketing is an ideal way of promoting products,
services and events to customers, business prospects,
Very large and effective billboards will also be used to help
members or suppliers who have explicitly requested to
does Neck Breakers need billboard advertising, especial-
As stated before, the color for all ads and marketing
brands hoping to get big, for big brands looking to get huge,
be predominantly red and or orange. The color orange has
aid in the efforts. Now the first question is probably: why
receive such email messages (lsoft.com).
ly after doing an entire marketing campaign? Well, for new
material, such as t-shirts, flyers, and banners are going to
and for huge brands looking to stay huge, the sure fire way to achieve it is to buy billboard space, buy a whole lot of billboard space (outdooradvertisingdc.com).
very high visibility and is often used to gain attention. It still gets your message noticed without the bold, in-your-face
presence that the color red sometimes has (bourncreative.
The next big question is why would the local news want to
com). Lastly, the font of choice for this entire campaign is
and sneaker culture have become such a phenomenon,
that can deliver practically any message clearly and effi-
attend a re-grand opening? Well the truth is, the street wear
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going to be Helvetica, which is an all-purpose type design ciently (myfonts.com).
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Media Mix Notes The media mix that the we would propose for the brand
project would be a mix of multiple platforms in the following
media channels: social media, print advertising, and electronic media.Although the we would use multiple platforms that allow the message and brand to remain consistent, that
doesn’t mean the content will be identical on all platforms. Thibeault has taught us that developing and delivering a
consistent content experience doesn’t mean you publish the
same content to each channel. In fact, it might be exactly the
opposite. Consistency relates to the messaging, the branding, the positioning, the information, etc. The delivery needs to be unique and specific to the intended device.
Print: The benefit that print media will have on the Neck
Breakers rebrand campaign, is its ability to allow consumers to hold on to a piece of the brand. Within the streetwear
industry this is essential. An ad printed in a magazine will
allow consumers to go back and look at a Neck Breakers ad that caught their eye. The print ads will stay true to the Neck Breakers brand, having a consistent message and using colors and fonts that the audience recognizes.
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Hi Im Jake. Stop by the shop some time and I can tell you about our Marketing & street team.......
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Website: “Websites lead the top of the
brand necessity list- no longer enslaved to the
desktop, they migrate to wherever the consumer is. Engaging content
and inviting interfaces have the potential to bring a brand to life.
Websites just may be the next best thing to
reality� (Wheeler, 166).
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Media Mix Notes Social Media: Using social media has strong advantages for the intended campaign. With the target audience being
heavy users of different social media platforms and social media’s capabilities to easily share, this will play a huge part in the media mix for the campaign project for Neck Breakers. We envision the following platforms working individually and together in the following ways to make this campaign successful: Facebook & Twitter: Unlike some other social media
Instagram: On Instagram the designers would like to use it
target marketing and will allow Neck Breakers to specifically
will be linked; therefore Twitter users will be able to be part
platforms, Facebook is great because it allows you to do
target its audience. With the attention of the target audience already in place the designers would like to use Facebook initially to have customers of the store submit pictures of
how they swagged their Neck Breakers gear out, and use those pictures to create a collage in the form of the Neck Breakers Logo, that will then be used for the cover page
picture on our Facebook page. Facebook will also be used as a strong interaction platform. Here we will post thought
provoking posts to start conversation as well as posts to get a true feel for what our customers like, don’t like and would like to see
as the primary platform for contests. Instagram and Twitter of the contests as well. Contests will encourage followers to post a specific picture linking Neck Breakers, liking a
specific Neck Breakers post and tagging friends. Prizes will consist of special Neck Breakers packages that we will call “Neck Brace”. The “Neck Brace” package represents the
winner not having to “Break their Neck” anymore to look at another persons gear, wondering where they got it from,
because the “Neck Brace” package will contain items that’s exclusive and sometimes not even released yet, therefore
everyone else will be breaking their neck to see your gear.
Some images used within this mock-up of the Neck Breakers campaign, are not all the rights of Taylor Made Branding, but were used to give you a realistic view of what this re-brand campaign encompassed.
40 |
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Conclusion Neck Breakers is a stagnant brand that has so
much potential to not just be good, but great. With aspirations to compete with the best street wear
boutiques out there in their sector, their current lack of brand identity, online presence and social connection with their target audience, proves that a complete
re-brand is vital. The design and development of their
new logo will lay the foundation for all the other pieces necessary to make this re-brand successful.
With the development of all of these elements, which
include, the re-grand opening event, guerilla marketing plan, billboards, posters and the Neck Breakers
street team, this will allow the brand to evolve. The
design and development of the e-commerce site will
elevate the brand even more. All of these components tied together will give Neck Breakers that push and consistent brand identity it needs, allowing for an
increase in sales and overall return on investment.
Neck Breakers | 43
Credits Helvetica. (n.d.). Retrieved from www.
Thibeault, J. (2013, October 5). [Re]
from http://inhabitat.com/retail-addi-
Why Email Marketing. (n.d.). Retrieved
know » Is Transmedia Storytelling
architecture-to-new-heights
about_whyemailmarketing.asp
Retrieved November 6, 2013, from
myfonts.com
from http://www.lsoft.com/products/ Rovell, D. (2013, 06 13). Sneaker-
heads. Retrieved from http://abcnews. go.com/Business
What is Guerilla Marketing?. (n.d.).
Retrieved from www.creativeguerrillamarketing.com
Matthijs, M. (2009). Tees: the art of the t-shirt. London: Laurence King publishing.
Sims, J. (2010). Cult Streetwear.
London: Laurence King publishing. Measuring billboard advertising. (n.d.).
Think » Challenge what you think you the New DigitalMarketing?. ReThink. http://www.rethinkeverythingblog.com/
is-transmedia-storytelling-the-newdigital-marketing/
Photo Credits
tion-to-proxy-takes-shipping-containerDai Lyn Power. (Composer). (2013, November 06). “OUR GENER-
ATION” [Print Photo]. Retrieved
from http://dailynpower.tumblr.com/
post/66195390895/our-generation-bydai-lyn-power-first-print
(2013, April ). Documenting Philidel-
admin310. (Composer). (2013,
http://documentingphiladelphia.
Interview [Print Photo]. Retrieved from
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November 02). B Smyth- Dope mag
http://dopemag.net/2013/11/b-smyth-
SVANH. (Photographer). (2011, May
the-dope-mag-interview/
[Print Photo]. Retrieved from http://
November 02). Fancy it Shawl Collar
02). Downtown LA Art District -Joe
cristianop. (Composer). (2013,
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Varsity Jacket by Chaos Theory [Print
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