ADVANCED BRAND STRATEGY & RESEARCH PROCESS BOOK
VALERIE FONTANEZ // PRODUCT DESIGN 7 COURSE
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
TABLE OF CONTENTS BRAND AUDIT + RESEARCH 04
Brand Overview/Timeline
10
SWOT Analysis
18
STEEPX / Macro Trends
34
STEEPX Trends / Opportunities
44
Positioning Statement
47
About Delta X Lab
48
Value Proposition
48
Brand Attributes
56
Consumer Archetypes + Personas
68
Consumer Survey + Interviews
76
Positioning Matrices
84
User Centered Design Canvas
68
Affinity Mapping
PRODUCT BRANDING STRATEGY
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88
Product Opportunities
90
10-Year Branding RoadMap
98
Design Direction
118
Final Deliverable Proposal
120
Personas + Ethnographic Research
136
Screen Play + User Scenarios
152
Tag Lines
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
TO INSPIRE PEOPLE EVERYWHERE TO BE THEIR ABSOLUTE BEST PHYSICALLY, MENTALLY AND SOCIALLY. BELIEF Reebok’s story has led us to establish core ideals that allow us to remain strong, clear, and unwavering as an organization. Reebok we believe that, through sport, we have the power to change lives. Reebok defines sport as something greater. Greater than fandom, or the lives of all-stars. As everyday participation – for anybody and any body. Reebok defines sport as fitness.
OBSESSION Reebok we are obsessed with helping people become their absolute best – physically mentally and socially. Because we can all ‘Be More Human’.
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
COMPANY HISTORY FOUNDED
1958 Bolton, Lancashire, England
FOUNDER
Joe and Jeff Foster
1895
HEADQUARTERS Canton, Massachusetts, United States
EMPLOYEES 9,102
Reebok found by Joseph William Foster in the town of Bolton, UK.
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1905 - 1906
Foster develops first athletic shoe, ‘Foster’s Running Pumps’.
1924
Professional athletes become interested in wearing for competing.
1979
Reebok starts selling their products in over 28 countries.
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
1989 Reebok introduces the famous ‘Reebok Pump’ technology.
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2000 Reebok signs a 10-year licensing agreement with the NFL.
2001 Reebok signs high profile deal; this time with the NBA.
2010 Reebok announces their partnership with CrossFit
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STATUS
TOP 50 MOST VALUABLE APPAREL BRANDS
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Source: Brand Finance Apparel 50 March 2018
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SWOT ANALYSIS
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STRENGTHS
WEAKNESSES
THREATS
• Values all income groups, increasing their market.
• Rivalry among the existing brands
• Good brand awareness through advertising
• Poor awareness: Though Reebok has a lot of products which cater to specific sporting needs of customers the company has been hugely unsuccessful in educating customers
• Known for their features and styling
• Excessive commercialisation
• Focus more on sportspersons or exercise enthusiasts • Endorsed by many professional athletes & celebrity (musicians and rappers)
OPPORTUNITY • Ethnic designs
• Threat of new brands
• Women’s speciality sportswear
• Piracy / Conterfeiting
• Kids shoes
• Economic uncertainty in key markets
• Multi-channel distribution strategy: independent stores, popular retailers, online shopping portals like Amazon, or their own website. • High customer engagement in social media.
//12 SWOT ANALYSIS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STRENGTHS
WEAKNESSES
• Strong brand loyalty
• High price cost
• Large budgets for events
• Revenue dependent on footwear sales
• Effective advertising • product innovation • High scale events • Immersive experiences • Strong customer satisfaction • Immersive experiences
• Bad publicity • History of violations of overtime laws and minimun wage rates in vietnam.
THREATS
OPPORTUNITY (REEBOK)
• Competitors are becoming more aggresive and crating high quality products that are taking profits of Nike. • Economic Uncertainty • Competitors are creating alterate brands to take away Nike’s market share • Economic uncertainty in key markets
• Poor working conditions
• Piracy / Conterfeiting
• Increasing marketing and overhead operating expenses
• Maintaining reputation of being eco-friendly
• Develop sportwear accessories for lifestyle • Make Reebok more lifestyle brand • Enter outdoor sector or new categories • Expansion in global markets to create larger brand recognition • Step into the line of economy boosting projects that will encourage recycling • Digitization and product innovation / e-commerce • Consumer experience
• Product customization //13 SWOT ANALYSIS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STRENGTHS
WEAKNESSES
THREATS
OPPORTUNITY (REEBOK)
• Brand reputation / recognition
• Wasting resources trying to overtake Nike in the US
• Nike’s presence and reputation, a leader in marketing and advertising
• Increase in demand in athleisure products
• Diverse product portfolio • Sponsorships in Basketball, soccer and golf • Strong International presence • Good financial position • Effective marketing strategy • Strong online presence • Competitive pricing • Focus on product & innovation
• Lag behind Nike in marketing share • High cost structure • Overpricing • Spur in marketing investment • Tough competition from Nike resulting in customer retention related pressure
• Sponsorships and endorsements may go wrong
• Continuous product and design innovation
• Economic uncertainty in key markets • Over dependence on suppliers • Piracy / Conterfeiting
• Partnerships/Collaborations //14 SWOT ANALYSIS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STRENGTHS
WEAKNESSES
THREATS
OPPORTUNITY (REEBOK)
• Brand equity
• Revenue source heavily depended on N. America
• Rising labor wages
• Women’s apparel growth
• Rivalry among the existing brands
• Connected fitness/mapmyfitness
• Threat of new brands
• Emphasize variety of sports
• Smaller brands can also be a small threat
• Lowered prices
• Sponsorships and endorsements may go wrong
• Pricing tiers
• Economic uncertainty in key markets
• Forming strategic alliances and joint ventures
• Focus on product & innovation • Growing product portfolio • Good financial performance • Highly visible marketing campaigns • Professional & college athletes sponsorships • Focus on premium quality products help it attract and retain customers //15 SWOT ANALYSIS
• Outsourced Manufacuturing • Little Control • High pricing • Narrow focus • Considered as male targeted brand • Limited product line
• Increase number of retail outlets
• Lack of International presence
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STRENGTHS
WEAKNESSES
• Brand equity
• Tough competition
• Focus on research product & innovation
• Small Company
• Established brand in over 90 countries
• Limited market share
• Huge target audience
• Less financial strength, not be able to invest in new products or technologies
• More diverse from its competition • Partnerships with large companies : Porsche, Ferrari, BMW, Mercedes, Red Bull • Professional & college athletes sponsorships
• Less promotional activities • Not enough advertising • Revenue dependent on footwear sales
THREATS • Sponsorships and endorsements may go wrong • Economic uncertainty in key markets • Imitations or fakes of the brand are extensively increasing
OPPORTUNITY (REEBOK) • Attain more sponsorship deals through the increase in number of international sporting events to advertise their brand through • Open more stores
• Rivalry among the existing brands • Threat of new brands
• Income derived from selling to resellers • • //16 SWOT ANALYSIS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STRENGTHS • Fila is rebranding itself as a heritage brand. category is taking much of the market. Bringing back its products that were famous in the ’90s into the mainstream market. • A lot of people are able to connect the brand as a nostalgia brand. There are no celebrity or athletic endorsers and it is just about the brand.
WEAKNESSES • Tough competition • Limited market share • Less financial strength, not be able to invest in new products or technologies • Reebok has a strong market presence and is the 3rd highest competitor of Fila
• Fila uses premium fabrics and innovation in the heart of most of its designs
• Brand was struggling to define its identity because of the changing ownership.
•
• Poor online presence
THREATS
OPPORTUNITY (REEBOK)
• Brand has been around for a long period of time but needs much to do to revamp its image • Keep pace with the younger generation and appeal to them
• Demand for the logo-centric tops and sneakers with retro look have been increasing • More advertising. Creation of a strong brand community. • Create a strong story that connects the brand to better performance , lifestyle, and quality • Out-of-box strategies if it is only focusing on the digital medium for its advertisements • Content marketing strategies to stay relevant in the minds of the millennials.
• Not enough advertising //17 SWOT ANALYSIS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STEEPX TRENDS / RESEARCH
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
CREATIVE MANIFESTO Truth / transparency / urge to be different / to be heard / to make an impact / push outside the comfort zone / inspire action / Taking on New Challenges / uncover new passions
INSIGHT Use action words & imagery in campaign: Be Different. Be Heard. Be Well. Be You. Keywords: Truth, Transparent, Different, Heard, Impact, Push, Comfort Zone, Inspire, Action, Challenge, Passion, authentic, axiom, dope, genuine, perfection, shock, encounter, smash, rock, force, movement, bustle, live, excite, influence, instill, motivate,
COMMON GROUND Focus on domestic growth / people will seek to connect locally in real life and globally thru social media / Unity of ethnicities.
INSIGHT Local events / Pop up shops / Immersive experience
https://www.wgsn.com/blogs/vision-2019-influential-macro-trendsnext-year/ https://www.wgsn.com/blogs/vision-2019-influential-macro-trendsnext-year/
//20 STEEPX TRENDS RESEARCH / SOCIAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
DESIGNING FOR FEELINGS / TOTAL WELLBEING People want to get back in touch with the things that touch them, both emotionally and physically, including sexuality, moods, microbes and food. seeking solutions that complement their personal health and evolving needs
INSIGHT Use imagery to evoke emotions
MAKING LIFE MEMORABLE Experiences over material things being a key priority for Millennials, focus on campaigns and opportunities that focus on making life memorable
INSIGHT Local events Pop up shops Immersive experience
https://www.wgsn.com/blogs/vision-2019-influentialmacro-trends-next-year/ https://www.wgsn.com/blogs/vision-2019-influentialmacro-trends-next-year/
//21 STEEPX TRENDS RESEARCH / SOCIAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
MATTE BLACK Look to see matte black across interiors and homewares, too. From the residential to commercial market, expect to see bold, refined designs that create a sense of drama
INSIGHT Can apply in visual tone of campaign
GEN Z YELLOW A color that pops in a muted palette and works really well to lift the mood amongst the darker tones that are currently trending in lifestyle imagery.
INSIGHT Can apply in visual tone of campaign
https://www.wgsn.com/blogs/vision-2019-influentialmacro-trends-next-year/
https://www.wgsn.com/blogs/vision-2019-influentialmacro-trends-next-year/
//22 STEEPX TRENDS RESEARCH / SOCIAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
WOMEN WANTED: UNLOCKING GENDER OPPORTUNITIES The consumer technology market is trending toward the production and marketing of more female-friendly technology products targeted at the market’s single biggest demographic: women. Women are underrepresented in key job roles within the technology and media sectors. This is clearly a missed opportunity given that women typically control from 70 to 80 percent of household spending, including big-ticket items such as computers, cars and houses. T&SPs should conduct a gender audit and invest, if necessary, in recruiting suitable talent to redress underrepresentation of genders in key decision-making and creative roles.
SOCIAL ISOLATION People are replacing physical interactions with digital updates, can increase feelings of loneliness, social isolation and depression. Facilitating WELLNESSs and creating unique spaces where communities can be built is the next stage in cultivating customer loyalty
https://www.finyear.com/10-Consumer-Macro-Trendsfor-Next-10-Years_a23157.html
https://lp.wgsn.com/top-9-trends-2019.html?utm_campaign=global-fy17q4-2019-trends
//23 STEEPX TRENDS RESEARCH / SOCIAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
THE DARK ARTS Dark and moody still life photography is on the rise, as evidenced online and in magazine spreads. The vibe is contemplative, the colors are rich, and there is a high tonal contrast between the foreground and background.
INSIGHT Can apply in visual tone of campaign
ILLUSTRATION’S NEXT STAND Illustration techniques continued to evolve away from the eyes of fickle advertisers and publishers. With photographs left to cover “real” life, modern illustrators were able to push conceptual limits, playfully creating whimsical new worlds or reimagining our existing ones.
INSIGHT Can apply in visual tone of campaign
https://www.ispo.com/en/trends/influencers-and-bloggers-sports-trends-2019 https://www.ispo.com/en/trends/influencers-and-bloggers-sports-trends-2019
//24 STEEPX TRENDS RESEARCH / SOCIAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
FRESH, SURPRISING PRODUCTS AND EXPERIENCES How people feel is what drives temptation, not routine. Subscriptions are a powerful way to sustain and grow revenues but not to build trust. That is earned every time a box, envelope or email is opened or a favorite show is turned on. We want answers, to be intrigued and to feel what we’re searching for.
INSIGHT Use multiple touchpoints in campaign to build trust in consumer. Especially a print piece. Makes the consumer feel special.
CONVERSATIONAL USER EXPERIENCE DESIGN Chatbots may not quite have lived up to the hype they had in 2018 but there is no denying the rise in interfaces (most obviously voice) which are based on a conversational paradigm.
https://econsultancy.com/ashley-friedlein-marketing-digital-trends-2019/ https://lp.wgsn.com/top-9-trends-2019.html?utm_campaign=global-fy17q4-2019-trends
//25 STEEPX TRENDS RESEARCH / TECHNOLOGY
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
IMMERSIVE EXPERIENCES Get connected in realtime interactions in store with kiosks and staff. cameras, sensors, and computer vision, a retailer can track and analyze shoppers’ store movements, gaze, and behavior to identify regular customers and gauge their mood
INTELLIGENT INTERFACES / SMART SPACES Cameras, sensors, and computer vision, a retailer can track and analyze shoppers’ store movements, gaze, and behavior to identify regular customers and gauge their mood
https://www2.deloitte.com/insights/us/en/focus/techtrends/2019/executive-summary.html https://www2.deloitte.com/insights/us/en/focus/techtrends/2019/executive-summary.html
//26 //26 STEEPX TRENDS RESEARCH / TECHNOLOGY
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REALTIME EXPERIENCES Get connected in realtime interactions in store with kiosks and staff.
https://econsultancy.com/ashley-friedlein-marketing-digital-trends-2019/ https://www2.deloitte.com/insights/us/en/focus/techtrends/2019/executive-summary.html
//27 STEEPX TRENDS RESEARCH / TECHNOLOGY
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SOFTENING OF THE U.S. ECONOMY GDP growth will slow to 2.4 % in 2019, down from 3.1 % in 2018. By Q4 of 2019, year over year growth of: Consumer spending: 2.7% Residential fixed investment: -1.3% Business fixed investment: 4.2% Federal spending: 3.8%
SOCIAL MEDIA COMPANIES ARE STRUGGLING 2019 will mark a down year for social network companies such as Facebook. Companies focused on growing through social media are shifting spending to new platforms.
TECHNOLOGY OF THE YEAR WILL BE 5G
A slowing economy means you can expect companies to invest less in heavy equipment and other fixed expenses.
5G could improve processing speeds by more than 10 times and could enable remote surgeries and Uber’s announced food delivery drones. In fact, 5G is so important that China, South Korea and the U.S. are embroiled in an arms race to be first to market.
GOBAL GROWTH WILL SLOW
BOTS REVOLUTIONIZE CUSTOMER SERVICE
The global economy will grow 3.1% in 2019 and GNP growth will slow in key markets such as Europe (1.9%) and Japan (0.9%). U.S. companies will not only struggle with exports to China but in mature economies around the world.
The use of chatbots in customer service will have increased 10 times between 2017 and 2020, and bots can reduce customer inquiries by up to 70%. This will also lead to an abandonment of mobile apps by large brands.
RAPID GROWTH IN E-COMMERCE E-commerce is expected to grow 20%, on pace with its 2017-2018 growth rate. More and more, even traditional brands are considering direct-toconsumer to be a channel they can’t ignore. https://www.forbes.com/sites/forbeslacouncil/2018/12/14/19-trends-that-will-shape-the-world-in2019/#7bbddc7b3b45
//28 STEEPX TRENDS RESEARCH / ECONOMIC
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SHIFTING GLOBAL RECYCLING MINDSETS AND CIRCULAR ECONOMY More efficient recycling programs with improved automation (including through automated curbside pickup services) New online marketplaces have been created for buying and selling recovered materials
PARTNERSHIPS / OPEN COLLABORATION FOR IMPACTFUL CHANGE Brands have launched social impact programs with third-party organizations internationally
https://econsultancy.com/ashley-friedlein-marketing-digital-trends-2019/ https://lp.wgsn.com/top-9-trends-2019.html?utm_campaign=global-fy17q4-2019-trends
//29 //29 STEEPX TRENDS RESEARCH / ENVIRONMENTAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
ETHICAL CONSUMPTION •
People try to recycle more
•
Save energy
•
Reduce their carbon footprint
•
Buy more recyclable and ethical products
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REPORTING ON ENVIRONMENTAL COMPLIANCE
•
environmentally-friendly stores
•
•
recyclable product packaging
•
sourcing more locally-made or fair-trade products
Companies disclose compliance with environmental regulations in their financial reporting
SHRINKING CARBON FOOTPRINTS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
THE NEW FORMAL / URBAN STYLE IS ON THE RISE work/home lifestyles and the rise of sportswear, but tailoring is making a comeback. A little bit rebellious, a little young at heart – look for oversized blazers styled with streetwear. functional outdoor pieces are now becoming status symbols in urban areas
INSIGHT Create a campaign of how Reebok products can be incorporated in everyday life.
OLDER PEOPLE WANT TO FEEL, BEHAVE AND BE TREATED AS YOUNGER •
The key to winning and retaining loyalty and
•
trust is to develop products and services that are
•
universally accessible even while designed with
•
older people in mind.
//31 STEEPX TRENDS RESEARCH / X TRENDS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
HIKING IS THE NEW YOGA hiking will replace yoga, as the ‘It’ fitness activity. As we look to disconnect from life and reconnect with nature, traditional outdoor pursuits will gain luxe appeal.
WOMEN TAKE OVER THE OUTDOOR SEGMENT adapt product range to the (young) female customer, particularly in the ski touring and winter hiking sectors. feminine and younger in style, functionality, and appeal. INSIGHT Incorporate women in product in outdoor setting. Target women in outdoor sport sector. Create style look book.
PERSONAL VS PERSONALISED •
82% of US and 74% of non-US consumers want more human interaction
•
59% of all consumers feel companies have lost touch with the human element of customer experience
INSIGHTS •
Put humanity at the centre of your store strategy
•
Look to ways of building more personal experiences
•
Extend customer-centricity beyond what they say they want, to develop strategies that tap into how they want to feel
•
Develop strategies that bring together technology and humanity to create an astounding store experience
//32 STEEPX TRENDS RESEARCH / ENVIRONMENTAL
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
STEEPX TRENDS/ OPPORTUNITIES
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
HISTORY OF REEBOK POPUP & CAMPAIGN There was a time when Nike didn’t reign supreme in the American sneaker landscape. In the 1980s, it was neither Nike nor adidas that controlled the plurality of the American market. Rather, the sneaker world took cues from a sneaker company that few would—today—consider to be a “sneaker war” titan: Reebok. The campaign will display popular nostalgic shoes of the past, print campaigns and limited edition items only sold at the event.
TOUCHPOINT OPPORTUNITIES • Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK AMBASSADOR POPUP & CAMPAIGN A brand ambassador is a person who is hired by an organization or company to represent a brand in a positive light and by doing so help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The pop up shop will showcase 3-4 brand ambassadors.
TOUCHPOINT OPPORTUNITIES • Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
HOW DO YOU WEAR REEBOK? CAMPAIGN Reebok is just not just a sportswear brand. It is a lifestyle. The ‘How do you wear Reebok?’ campaign explores how people of today choose to wear their Reebok footwear or apparel. Is it at work, an event, running errands, yoga, hiking, camping, a night out, at the gym, crossfit, boxing, etc. With the rise of Athleisure wear, Reebok can be worn almost anywhere.
TOUCHPOINT OPPORTUNITIES • Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
//38 STEEPX TRENDS / OPPORTUNITIES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK UNITED POPUP & CAMPAIGN Reebok is just not just a sportswear brand. It is a lifestyle. The events of today, have cause the collective to be more disconnected than ever. The ‘Reebok United’ campaign explores how people around our world wear Reebok footwear or apparel, it unites all cultures and colors around the world.
TOUCHPOINT OPPORTUNITIES • Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
//39 STEEPX TRENDS / OPPORTUNITIES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK OUTDOOR POPUP & CAMPAIGN Based on STEEP trends, Hiking is becoming more popular. With everyone being connected digitally, the digital realm has also disconnected us on a human level. People want to connect with nature. The outdoor campaign focuses on being active outside than rather at the gym, dance studio or crossfit gym. Be bold and try something different and out of your comfort zone.
TOUCHPOINT OPPORTUNITIES • Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
//40 STEEPX TRENDS / OPPORTUNITIES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK CELEBRATES WOMAN CAMPAIGN TOUCHPOINT OPPORTUNITIES A brand ambassador is a person who is hired by an organization or company to represent a brand in a positive light and by doing so help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The pop up shop will showcase 3-4 brand ambassadors of Reebok
• Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
//41 STEEPX TRENDS / OPPORTUNITIES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL POP UP/CAFE Similar to the Patagonia platform. Customers can repair, share or recycle their gear. Incentive or deep discount will be given
TOUCHPOINT OPPORTUNITIES • Exterior Design
• Print Campaign: OOH
• Interior Design
• Social Media Campaign
• Book Design
• Campaign on Website
• Tote Design • Shirt Design
//42 STEEPX TRENDS / OPPORTUNITIES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
POSITIONING STATEMENT
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
CONNECTING AND SAVING THE WORLD AT THE SAME TIME. Reebok understands the dangers that our earth is facing, the future of our children, inequality in our communities, the advancements in technology, and how the digital age has separated on a human level. We are commited to find ways to preserve relationships within local communities, bring back equality, inclusivity for everyone, strategic initatives to help our earth, and technology innovation to bring immersive experiences.
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
ABOUT DELTA X LAB Delta X Lab is a research and design sector of forward-thinking specialists and creative-minded professionals collaborating on social, economic, and environmental issues from a strategic viewpoint to make the world a better place.
TARGET CUSTOMER: Current: - Sneaker Enthusiasts - Fitness Gym-Goers Prospective: - Age Agnostic Boomers - Eco-Environmentalists - Budget Conscious Mother
MARKET CATEGORY:
Athletic/Athleisure Wear
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BRAND PROMISE:
Creating meaningful experiences by connecting local community members together, families thru sustainable practices, products and educational events
REASON TO BELIEVE:
Transparency in all sustainability practice reports available to public, sustainable product development, and recycle / resell program.
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND ATTRIBUTES
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
ENVIRONMENTALLY CONSCIOUS
VALUE PROPOSITION Reebok Delta X is about change and transformation. We create meaningful customer-centric experiences by connecting local communities together through immersive experiences, sustainablity, fitness, wellness and social change.
CUSTOMER CENTRIC DESIGN
HERITAGE PERSERVATION
DELTAX IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND ATTRIBUTES
ENVIRONMENTALLY CONSCIOUS
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND ATTRIBUTES
HERITAGE PERSERVATION
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND ATTRIBUTES
COMMUNITY WELLNESS
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BRAND ATTRIBUTES
SOCIAL CHANGE
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND ATTRIBUTES
IMMERSIVE EXPERIENCES
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND ATTRIBUTES
CUSTOMERCENTRIC DESIGN
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
CONSUMER ARCHETYPES + PERSONAS
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BIO Kevin is a successful music producer in the music industry. Since high school he has always loved sneakers and sports. When the first Air Jordans came out he was excited to get his own pair. Kevin always makes sure he is looking put together and fresh for all events he attends. HOBBIES Collecting the latest shoe releases, loves going to music events, loves football and basketball. Following social media for shoe release dates, shoe reviews, special shoe events.
MOTIVATIONS
PERSONALITY
Price
Introvert
Extrovert
Incentive / Discounts
Analytical
Creative
Experience
Conservative
Eco-Friendly
Loyal
Liberal Fickle
Personalization Product Uniqueness/Exclusivity Quality
KEVIN THOMAS (URBAN SNEAKERHEAD) AGE: 27 LOCATION: LOS ANGELES, CA OCCUPATION: MUSIC COMPOSER
INCOME: $90,000/YEAR FAMILY: SINGLE ARCHETYPE: THE REBEL
//58 //58 CONSUMER ARCHETYPES + PERSONAS
FRUSTRATIONS
PREFERRED CHANNELS
• •
Tradition Print Advertising
• • •
Counterfeits Reseller prices are too high, taking advantage of buyers. Notice decrease in quality Camping out for a new release. Difficult to find original editions
Social Media Word of mouth Guerilla Efforts & PR
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
URBAN SNEAKERHEAD (INNOVATORS) PROFILE INFORMATION DEMOGRAPHIC
DESIRABILITY
Gender: Male or Female Age Range: 18 - 39 Marital Status: Single/ Married # of Children: 0-2 Income Range: $32k - 100k+ Type of Hometown: Urban/ Suburban Education: High school , Some college, and 4-year college Occupations: Enterpreneur, Sales Manager for
Personal:
Family:
PSYCHOGRAPHIC
Wish they could attend more shoe events.
Significant other to understand their hobby.
Wants tickets to the next hip hop event
Worried child will get addicted to sneaker culture.
prove worth through courageous and difficult action
Financial issues with wife.
ARCHETYPE ATTRIBUTES:
Professional:
Hobbies/Interests: Collecting the latest shoe releases, loves going to music events, loves football Flexible work and basketball. Following social media for shoe schedule release dates, shoe reviews, special shoe events. Needs a pay raise Attitude: Rebellious, determined Works long hours, Habits: Always put together, trendy no work life balance. Personality: Possible OCD or social-anxiety disorder, makes them feel in control. Values: Loyality, Respect, Peace Favorites: Balenciaga, Supreme, Undefeated Social Class: Middle to upper
The Rebel: Rebel, disrupt, overturn what isn’t working, break rules, take risks, express individuality. Rebellious, iconoclastic, wild, paving the way for change. Break the rules and fight authority 1. Wild distruptor 2. Unique risktaker. 3. Rebellious radical 4. Restless rule breaker
MUST-HAVES:
Good Shoe trees
Shoe Boxes
Waterproofing Spray
Sneaker Cleaning
Knowledge
Sneakerser Pen –
Sneakers Magazine
Freaker Bag
Sneaker App
Ipad Pro
CONSUMER ARCHETYPE OPPORTUNITIES PAIN POINTS
• Counterfeits • Reseller prices are too high, taking advantage of buyers. • Notice decrease in quality • a regular kid can’t walk into a store on a release date and buy a pair of kicks just because he or she likes the color or style of a shoe. • Camping out for a new release. • Difficult to find original editions
MOTIVES
• Craftsmanship, detail in stitching, material used. • Competitive pricing • Personal expression of self • Brand Influencers (Athletes/ music) • Women athletes deserve signature shoes • Sneaker culture is about a look, a lifestyle • Free shipping Member perks • sneaker customizers • exhibitions private collections • Discounts / coupons
//59 CONSUMER ARCHETYPES + PERSONAS
FEARS
• Fights at release events • Theft while wearing product • Purchasing wrong size
SOLUTIONS
• Sensory Branding • Sell Culture
OPPORTUNITIES
• Private events • VIP program for collectors • Discounts • Brand heritage to tell the stories behind products • Experiential Releases • Local Exclusives
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BIO Jessica has been a fitness fan since she was in high school. She enjoys wearing workout clothes to the gym because it helps motivate her and sets the tone of her workout. She loves to find a good bargain, but also willing to invest in a good pair of shoes for her feet since she is always working with clients. HOBBIES Collecting the latest shoe releases, loves going to music events, loves football and basketball. Following social media for shoe release dates, shoe reviews, special shoe events.
MOTIVATIONS
PERSONALITY
Price
Introvert
Extrovert
Incentive / Discounts
Analytical
Creative
Experience
Conservative
Eco-Friendly
Loyal
Liberal Fickle
Personalization Product Uniqueness/Exclusivity Quality
JESSICA SCOTT (FITNESS ENTHUSIAST)
FRUSTRATIONS
PREFERRED CHANNELS
• • •
Tradition Print Advertising
• AGE: 30 LOCATION: LOS ANGELES, CA OCCUPATION: FITNESS INSTRUCTOR INCOME: $40,000/YEAR
FAMILY: SINGLE ARCHETYPE: THE HERO
//60 //60 CONSUMER ARCHETYPES + PERSONAS
Too expensive Finding comfortable activewear Clothes with fabrics that irritate or chafe the skin Finding clothes that dry fast
Social Media Word of mouth Guerilla Efforts & PR
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
FITNESS ENTHUSIAST (EARLY PROFILE INFORMATION DEMOGRAPHIC
DESIRABILITY
Gender: Male or Female Age Range: 22 - 45 Marital Status: Single/ Married # of Children: 0-5 Income Range: $41k – $75k Type of Hometown: Urban/ Suburban Education: High School, Some college, and 4-year college Occupations: Student, personal trainer, fitness professional, actor/actress, almost any industry
Personal:
• I am concerned about my health all the time. • Getting motivated • Dialing in nutrition • Dealing with aches and pains
Family:
Professional:
• My husband and • I wish my bosses I love to go to the gave me a gym gym together membership • I am too tired to • My co-workers make love to my make fun of what significant other I eat because I exercised • I don’t like going too hard to happy hour • My kids drain me with my coand I don’t want to workers go to the gym.
PSYCHOGRAPHIC
ARCHETYPE ATTRIBUTES:
Hobbies/Interests: Has deep passion for fitness, Looking for new techniques to improve, loves music, Attitude: Natural Goal Setter, Habits: Self-Discipline Personality: Inner Desire to Succeed Values: Hard work pays off Favorites: Nike, Adidas, Crossfit, BMW Social Class: Low, Middle and Upper
The Hero Winner, achiever, empowerment, driven, determination, speed, and performance. They often emphasise that they get things done effectively or want to improve the world. Courageous, bold, honorable, strong, confident, inspirational 1. driven achiever 2. passionately driven 3. rigorously disciplined 4. determination winner
MUST-HAVES:
Water Bottle
Headphones
Jump Rope
Roller
Gym Bag
Yoga Mat
FitBit/HR Monitor
Protein Powder
Workout Gloves
Food Prep Container
CONSUMER ARCHETYPE OPPORTUNITIES PAIN POINTS
MOTIVES
FEARS
1. 2. 3. 4. 5.
1. 2. 3. 4. 5. 6.
1. Remove favorite product no longer in stock 2. Poor customer experiece 3. Frustrating online experience 4. Price will push me away
6. 7. 8.
9.
//61
Too expensive Fitting room problems Order fulfillment issues Tiresome checkout processes Finding comfortable activewear Clothes with fabrics that irritate or chafe the skin Finding clothes that dry fast Most journeys are still overwhelmingly singlechannel Don’t want something new
High quality Fashionable appealing design Competitive pricing Discounts or coupons Good in-store experience Optimized e-commerce transactions 7. In-store Aesthetic 8. Comfort 9. Functional 10. pleasant to the skin 11. Fitness Events 12. VIP program
CONSUMER ARCHETYPES + PERSONAS
SOLUTIONS
1. Apparel companies and independent retailers need to continue to focus on making their physical stores attractive 2. Stores should also make shopping memorable 3. Spend is dramatically higher at brand stores and websites than in multibrand stores 4. Don’t always trying to reinvent the wheel, happy to rebuy the same or a similar item. 5. Events
OPPORTUNITIES
1. Customize in-store experience by encouraging customers to swipe their smartphones as they enter, so their profile could then be used to tailor the experience & offers 2. stock unique products available only from a brand’s website or store 3. Repurchasing of products previously bought could be made easier through promotions on similar items, tailored advertising for new versions, reminders when a product likely needs to be replaced, and even subscription services.
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BIO Although Kasey is a highly sucessful Realtor in LA, she loves shopping at second hand stores and flea markets. She rather spend her money traveling the world and experiencing new things. Kasey feels that shopping at second hand stores allows her to create her authentic self and also help save the planet through recycling. HOBBIES Enjoys practing yoga, meditation, going to the local farmer’s market, watching Netflix, reading, and thrift store shopping.
MOTIVATIONS
PERSONALITY
Price
Introvert
Extrovert
Incentive / Discounts
Analytical
Creative
Experience
Conservative
Eco-Friendly
Loyal
Liberal Fickle
Personalization Product Uniqueness/Exclusivity Quality
KASEY THOMAS (ECO ACTIVIST)
FRUSTRATIONS
PREFERRED CHANNELS
•
Tradition Print Advertising
•
Distrust companies’ environmental claims High Prices
Social Media Word of mouth
AGE: 35 LOCATION: ECHO PARK, CA OCCUPATION: REAL ESTATE
INCOME: $150,000+ YEAR FAMILY: SINGLE ARCHETYPE: THE EXPLORER
//62 //62 CONSUMER ARCHETYPES + PERSONAS
Guerilla Efforts & PR
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
ECO ACTIVIST (EARLY MAJORITY) PROFILE INFORMATION DEMOGRAPHIC
DESIRABILITY Personal:
PSYCHOGRAPHIC Family:
Gender: Male or Female Age Range: 35-55 • somewhat liberal • lack knowledge Marital Status: Single/Married • Eats organic or about environmental issues # of Children: 0-2 Vegan Income Range: $50-70k+ • Encourages family • sincere in to recycle Type of Hometown: Urban/ intentions, Suburban • Participate in Beach with a growing clean up commitment to Education: High school , Some greener lifestyles; college, 4-year College Occupations: Artist, Realtor, Nurse
Professional: • Implement a recycling program • Promote a paperless office • Co-workers are annoyed with • Conserve energy within the office
ARCHETYPE ATTRIBUTES:
Hobbies/Interests: Enjoys practing yoga, meditation, going to the local farmer’s market, watching Netflix or being on social media. Attitude: Educated and intellectual Habits: Make a conscious effort to recycle their items Personality: Mindful, environmentally aware Values: Care about the future of the planet Favorites: Whole Foods, Jeep, Social Class: Middle - Upper
The Explorer Finds fulfillment through discovery and new experiences. Restless, adventurous, ambitious, individualistic, independent, pioneering. Activist, Eco-conscious 1. 2. 3. 4.
Educated and intellectual Green Pioneer Eco-conscious Activist Resource Conserver
MUST-HAVES:
Reusable bulk bag
Organic Vegetables
Bamboo Straws
Glass Container
Glass Spray Bottle
Beeswax Wrap
Eco-Friendly Products
Yoga Mat
Bamboo Toothbrush
Yoga
CONSUMER ARCHETYPE OPPORTUNITIES PAIN POINTS
MOTIVES
FEARS
1. distrust companies’ environmental claims
1. Competitive pricing
1. distrust companies’ environmental claims
2. High Prices
2. Availability 3. provide clear, persuasive and comprehensive information on what sets your product apart environmentally
SOLUTIONS 1. Promote Health, sustainability, and wellness. 2. New sustainable product line 3. Sustainable Advertising
OPPORTUNITIES 1. Outdoor Wellness and Eco Event 2. Repair and reuse, or recycle, clothing 3. You purchase and we give back to green cause
4. products better for health
4. New product line made of recycled waste
5. Commitment to community
5. Recycled Packaging
6. integrated sustainability marketing promotions 7. Trust in a brand, transparency 8. Natural, fresh, organic materials
//63 CONSUMER ARCHETYPES + PERSONAS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BIO John has been retired for 1 year and has been enjoying his time relaxing with his wife. Recently they started walking around the neighborhood more and getting involved in outdoor community activities with the local senior club. HOBBIES Watching television (42%), Reading (40%), Computer/Internet (21%), Spending time with loved ones (17%), Walking/running/jogging (11%), Gardening (11%)
MOTIVATIONS
PERSONALITY
Price
Introvert
Extrovert
Incentive / Discounts
Analytical
Creative
Experience
Conservative
Eco-Friendly
Loyal
Liberal Fickle
Personalization Product Uniqueness/Exclusivity Quality
JOHN BROWN (AGE AGNOSTIC) AGE: 60 LOCATION: SAN PEDRO, CA OCCUPATION: RETIRED
INCOME: $70,000+ YEAR FAMILY: MARRIED ARCHETYPE: THE SAGE
//64 //64 CONSUMER ARCHETYPES + PERSONAS
FRUSTRATIONS
PREFERRED CHANNELS
•
Tradition Print Advertising
• • • • •
Still not comfortable with the internet or shopping online. Messy Store Difficult return experience Sales associate didn’t appreciate their business Shopping isn’t relaxing Frustrating online checkout process
Social Media Word of mouth Guerilla Efforts & PR
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
AGE AGNOSTIC (LATE MAJORITY) PROFILE INFORMATION DEMOGRAPHIC
DESIRABILITY Personal:
PSYCHOGRAPHIC Family:
Gender: Male or Female Age Range: 55-73 • • feel much Marital Status: Single/ younger than their Married mothers felt at • the same age. # of Children: 0-4 • frustrated Income Range: $70k+ • when wrongly Type of Hometown: Urban/ stereotyped Suburban as old & Education: High school , unadventurous Some college, 4-year College • prefer to invest in Occupations: Retire, some things with a safe still working return
live a full and busy life. Goes on vacations frequently helping their kids financially after graduation
Professional:
• Don’t have to worry about the 9 to 5 grind anymore • Some enjoy working because it give them purpose and stimulates my mind • Boomers still in the workforce were single
ARCHETYPE ATTRIBUTES:
Hobbies/Interests: Watching television (42%), Reading (40%), Computer/Internet (21%), Spending time with loved ones (17%), Walking/ running/jogging (11%), Gardening (11%) Attitude: Optimistic, Ability to handle a crisis Habits: Personality: Wise, Experienced, Intelligent, Knowledgeable Values: My family and friends Favorites: Store brands are just as good as brand names Social Class: Middle - Upper
The Sage Help the world gain wisdom and insight, Knowledgeable, trusted source of information, wisdom and intelligence, thoughtful, analytical, mentor, guru, advisor 1. Wise mentor 2. Intelligent Advisor 3. Optimistic guru
MUST-HAVES:
One story living
High Rise Living
Ipad/Tablet
CONSUMER ARCHETYPE OPPORTUNITIES
Contemporary Clothing
Vacations
Social Groups
PAIN POINTS
MOTIVES
FEARS
1. Still not comfortable with the internet or shopping online.
1. Prefer to shop in-store
1. Confusion, frustration
2. Easy-access location
2. Baby Boomers are not put into consideration
2. Messy Store 3. Difficult return experience 4. Sales associate didn’t appreciate their business 5. Shopping isn’t relaxing 6. Frustrating online checkout process
3. Easy-to-navigate store 4. Clear return policy 5. Wants convenience 6. loyalty program 7. Easy-to-navigate website and mobile
3. Physical Injury
Open Spaces
Parks
SOLUTIONS
1. invest in marketing that appeals to them 2. More physically accessible store layout and navigation.
Smart Phone
Walkability to stores
OPPORTUNITIES
1. Social media campaign 2. one-page checkout 3. in-store experience tailored to Boomers’ specific needs. Updating signage, layouts, increased the font size on labels, help buttons around the store, create wider aisles, or lowered shelf heights.
8. Rewards, discounts, free shipping
//65 CONSUMER ARCHETYPES + PERSONAS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BIO Mia and her family live in a one bedroom apartment in Mid City. Her children sleep in the bedroom and she sleeps on the couch in the family room. As a single mother, a GED graduate, and has struggled to provide for her family financially. Therefore, Mia must be very cautious how she spends her money. She finds that shopping at second hand stores helps her stay on budget while providing for her kids. HOBBIES Watching television, spending time with family when possible, cooking, and talking to her friends on facebook.
MOTIVATIONS
PERSONALITY
Price
Introvert
Extrovert
Incentive / Discounts
Analytical
Creative
Experience
Conservative
Eco-Friendly
Loyal
Liberal Fickle
Personalization Product Uniqueness/Exclusivity Quality
MIA RAMIREZ (BUDGET MOTHER)
FRUSTRATIONS
PREFERRED CHANNELS
• • •
Tradition Print Advertising
Limited product availability Suffice with lower quality goods Difficult to find adequate, good quality products.
Social Media Word of mouth
AGE: 40 LOCATION: MID CITY, CA OCCUPATION: STORE CLERK
INCOME: $35,000 YEAR FAMILY: SINGLE + 4 KIDS ARCHETYPE: THE CAREGIVER
//66 //66 CONSUMER ARCHETYPES + PERSONAS
Guerilla Efforts & PR
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BUDGET CONSCIOUS MOTHER PROFILE INFORMATION DEMOGRAPHIC
DESIRABILITY Personal:
PSYCHOGRAPHIC Family:
Gender: Male or Female • Wish they could • Food insecurity Age Range: 22 - 45 afford a gym Marital Status: Single/Married • Keeping her kids membership. healthy and active # of Children: 0-4 • Poor self esteem • Kids at school Income Range: $20k - 40k being bullied. • Struggling to pay Type of Hometown: the bills Urban/Suburban Education: High school , Some college Occupations: Store clerk, janitor, warehouse worker, maid, receptionist, food preparer
ARCHETYPE ATTRIBUTES:
Professional:
Hobbies/Interests: Watching television, spending time with family when possible, • Works long hours, not enough Attitude: Hopeful, Compassionate time to spend Habits: Always put together, trendy with family • Receiving low wages
Personality: Humble,
• Boss is overworking them
Favorites: Old Navy, Target
Values: Family is everything Social Class: Lower
The Caregiver Empathise, want to help, protect, and serve others. Their message tends to be very positive. Exude an aura of selflessness, kindness, humility. Caring, maternal, nurturing, generous, compassionate 1.
Selfless Empathiser
2.
Humble protector
3.
Positive nurturer
4.
Compassionate Hopeful
MUST-HAVES:
Nutrition assistance
Affordable Housing
early education
Proper education for their children
Energy assistance
Child Care Assistance
Health Care Assistance
Opportunities for disconnected youth
Transporation Assistance
Work Opportunities
CONSUMER ARCHETYPE OPPORTUNITIES PAIN POINTS
MOTIVES
FEARS
1. Limited product availability
1. Affordable pricing
2. Suffice with lower quality goods
2. Charity events
1. Not enough money for purchase
3. Difficult to find adequate, good quality products.
3. Family Events
2. Discrimination
SOLUTIONS
1. The restricted shopping scope of low-income consumers limits the number of alternative retail spaces available to them. As such, they are more likely to shop in the same locations, thus increasing loyalty. There are many examples of companies who have been successful in targeting low-income consumers.
OPPORTUNITIES
1. Resell Online Program 2. Resell Retail Store 3. New affordable apparel/ footwear line 4. Reebok x 826 Collaboration 5. School Outreach Programs 6. Family Fitness Events
2. Underserved customer segment
//67 CONSUMER ARCHETYPES + PERSONAS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
CONSUMER SURVEY + INTERVIEWS
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SURVEY WHAT IS YOUR AGE?
I PURCHASE/WOULD PURCHASE SECOND-HAND CLOTHING TO:
//70 CONSUMER SURVEY + INTERVIEWS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
I PURCHASE/WOULD PURCHASE SECOND-HAND CLOTHING:
I LIKE/WOULD PURCHASE SECOND-HAND CLOTHING
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CONSUMER SURVEY + INTERVIEWS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SURVEY WHAT ATTRIBUTES ARE IMPORTANT TO YOU WHEN PURCHASING SECOND-HAND CLOTHING?
I LIKE/WOULD PURCHASE SECOND-HAND CLOTHING
//72 CONSUMER SURVEY + INTERVIEWS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
ARE THERE ANY ADDITIONAL CONCERNS ABOUT PURCHASING SECOND-HAND CLOTHING ONLINE OR IN-STORE?
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SURVEY FACEBOOK COMMENT David Coyle - “The overwhelming issue with online second hand clothing for me would be you can’t see what you’re buying. Uncertainty with quality or damage and the purchase’s lifespan. The fact that “you cant see what your buying” is a modern cliché goes to show that its a massive concern for online shopping with new items never mind coupling that up with them being second hand. Id be focusing on how I could reduce that negative and put focus on the 2 obvious positives which is eco friendly and value for money which would be your main values that you would come up with concepts against. 1 Quality
2 Value for money
3 eco friendly
SURVEY COMMENTS
//74
CONSUMER SURVEY + INTERVIEWS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
INTERVIEWS
FRED (BOOMER) 1.
Age: 69
2.
Ethnicity: Filipino
3.
How often do you purchase sportswear? Once a year
4.
What do you like to buy? Jogging pants, shirts, running shoes
5.
Where do you purchase your sportswear? Big 5, TJ Maxx, Marshalls. Doesn’t purchase online. Not computer savvy.
6.
How was your experience in-store? Likes to go to store in-person, find deals, doesn’t like sales people bothering him.
7.
Did you experience any problems? Issues with clothes fitting and sales people
8.
Would you ever consider buying sportwear that was cleaned throughly and inspected at a second hand store? How do you feel about this? Very well off financially. Doesn’t usually shop at a second-hand store, but might consider it if the quality is good.
9.
Other Comments: Made suggestion that instead of having a shop, the clothes should be donated to third world coutry.
//75 CONSUMER SURVEY + INTERVIEWS
MIKE (SNEAKERHEAD) 1. 2. 3.
ALI (FITNESS GOER)
Age: 42 Ethnicity: Puerto Rican How often do you purchase sportswear? Once a month 4. What do you like to buy? Hats, shoes, shorts, running gear, workout clothes. 5. Where do you purchase your sportswear? Online Retail, Finishline, Eastbay, College Bookstore, Nike and Adidas store. 6. How was your experience in-store? Helpful, Staff especially at Nike are chatty and very familiar with sneaker culture. 7. Did you experience any problems? Stores in inconvenient areas, not nearby, especially exclusive releases. 8. What brands do you like and why? Nike = Style, design Adidas = Durability, design 9. Would you ever consider buying sportwear that was cleaned throughly and inspected at a second hand store? How do you feel about this? Would not purchase used clothes, only watches, from second hand store. Has purchased unworn shoes at boutique consignment store. Clothes are not collectors items and have little value. Might consider purchasing if quality is good and reasonably priced. Worried about cleanliness. 10. Other Comments: Older shoes eventually fall apart
1.
Age: 34
2.
Ethnicity: Indian
3.
How often do you purchase sportswear? Every second week
4.
What do you like to buy? Workout clothes.
5.
Where do you purchase your sportswear? Underarmour online and other bodybuilding online shops, Old Navy, sometimes Nike.
6.
How was your experience in-store? At Nike, poor layout and hard to navigate, too much visuals, poor displays.
7.
What brands do you like and why? Likes underarmour for comfort, fits well, quality, light
8.
Would you ever consider buying sportwear that was cleaned throughly and inspected at a second hand store? How do you feel about this? Yes would defintely purchase athleticwear from a second-hand shop. Says that second-hand stores, usually don’t have enough selection for activewear. Thinks that it would be a fantastic idea to have a secondhand store solely dedicated to sportwear.
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
POSITIONING MATRICES
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
CURRENT SPORTSWEAR MARKET POSITIONING MATRIX
//78 POSITIONING MATRICES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
HIGH PERFORMANCE
$215
$120
$995
$995 $120 $63 $750
$89
$890
$110 $65 $69
$640
$
$725
$$$$
$14 $64
$14
$50
$80
$74
$488
$450
$360
$490
$74 $80 $500 $64
Sneaker Enthusiasts Fitness Gym-Goers Conscious Environmentalists Age Agnostic Boomers
//79
POSITIONING MATRICES
LOW PERFORMANCE
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELLER MARKET PRICE POINT POSITIONING MATRIX
//80 POSITIONING MATRICES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SPORTSWEAR RESELLERS
OPPORTUNITY FOR
$
$$$
Sneaker Enthusiasts Fitness Gym-Goers Conscious Environmentalists Age Agnostic Boomers
MULTIPLE FASHION RESELLERS //81
POSITIONING MATRICES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PLATFFORM AVAILABILITY POSITIONING MATRIX
//82 POSITIONING MATRICES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
$$$
OPPORTUNITY FOR
CUSTOM APP
$
DESKTOP WEBSITE BRICK & MORTAR
Sneaker Enthusiasts Fitness Gym-Goers Conscious Environmentalists Age Agnostic Boomers
//83
POSITIONING MATRICES
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
USER CENTERED DESIGN CANVAS
//84
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PAIN POINTS
MOTIVES
Eco-Environmentalists • distrust companies’ environmental claims • High Prices
Eco-Environmentalists • distrust companies’ environmental claims • High Prices
Budget Conscious Families: • Resell Online Program • Resell Retail Store • New affordable apparel/footwear line • Reebok x 826 Collaboration • School Outreach Programs • Family Fitness Events
Budget Conscious Families • Affordable pricing • Charity events • Family Events
Age Agnostic Boomers: • Still not comfortable with the internet or shopping online. • Messy Store • Difficult return experience • Sales associate didn’t appreciate their business • Shopping isn’t relaxing • Frustrating online checkout process Sneaker Enthusiasts: • Counterfeits • Reseller prices are too high, taking advantage of buyers. • Notice decrease in quality • a regular kid can’t walk into a store on a release date and buy a pair of kicks just because he or she likes the color or style of a shoe. • Camping out for a new release. • Difficult to find original editions Fitness Gym-Goers • Too expensive • Fitting room problems • Order fulfillment issues • Tiresome checkout processes • Finding comfortable activewear • Clothes with fabrics that irritate or chafe the skin • Finding clothes that dry fast • Most journeys are still overwhelmingly single-channel • Don’t want something new //85
BUSINESS
USERS Current: - Sneaker Enthusiasts - Fitness Gym-Goers Prospective: - Age Agnostic Boomers - Eco-conscious Environmentalists - Budget Conscious Families
Age Agnostic Boomers: • Prefer to shop in-store • Easy-access location • Easy-to-navigate store • Clear return policy • Wants convenience UNIQUE VALUE PROPOSITION • loyalty program • Easy-to-navigate website and mobile Creating meaningful experiences • Rewards, discounts, free shipping with local community members and recycled sportswear. Sneaker Enthusiasts: • Craftsmanship, detail in stitching, FEARS material used. • • • • • • • • •
Competitive pricing Personal expression of self Brand Influencers (Athletes/music) Women athletes deserve signature shoes Sneaker culture is about a look, a lifestyle Free shipping Member perks sneaker customizers exhibitions private collections Discounts / coupons
Fitness Gym-Goers • High quality/Functional/ Comfort • Fashionable appealing design • Competitive pricing • Discounts or coupons • Good in-store experience / Aesthetic • Optimized e-commerce transactions • pleasant to the skin • Fitness Events • VIP program
Eco-Environmentalists • distrust companies’ environmental claims Budget Conscious Families • Not enough money for purchase • Discrimination Age Agnostic Boomers: • invest in marketing that appeals to them • More physically accessible store layout and navigation. Sneaker Enthusiasts: • Fights at release events • Theft while wearing product • Purchasing wrong size Fitness Gym-Goers • Remove favorite product no longer in stock • Poor customer experiece • Frustrating online experience • Price will push me away
SOLUTIONS Eco-Environmentalists • Promote Health, sustainability, and wellness. • New sustainable product line • Sustainable Advertising Budget Conscious Families • The restricted shopping scope of low-income consumers limits the number of alternative retail spaces available to them. As such, they are more likely to shop in the same locations, thus increasing loyalty. There are many examples of companies who have been successful in targeting low-income consumers. • Underserved customer segment Age Agnostic Boomers: • invest in marketing that appeals to them • More physically accessible store layout and navigation. Sneaker Enthusiasts: • Sensory Branding • Sell Culture Fitness Gym-Goers • Apparel companies and independent retailers need to continue to focus on making their physical stores attractive • Stores should also make shopping memorable • Spend is dramatically higher at brand stores and websites than in multibrand stores • Don’t always trying to reinvent the wheel, happy to rebuy the same or a similar item. • Events
OPPORTUNITIES Eco-Environmentalists • Outdoor Wellness and Eco Event • Repair and reuse, or recycle, clothing • You purchase and we give back to green cause • New product line made of recycled waste • Recycled Packaging • • • • • • •
Budget Conscious Families Resell Online Program Resell Retail Store New affordable apparel/footwear line Reebok x 826 Collaboration School Outreach Programs Family Fitness Events
Age Agnostic Boomers: • Social media campaign • one-page checkout • In-store experience tailored to Boomers’ specific needs. Updating signage, layouts, increased the font size on labels, help buttons around the store, create wider aisles, or lowered shelf heights. Sneaker Enthusiasts: • VIP program for collectors • Discounts/Local Exclusives • Brand heritage to tell the stories behind products • Experiential Releases/Private events Fitness Gym-Goers • Customize in-store experience by encouraging customers to swipe their smartphones as they enter, profile used to tailor the experience & offers • drinks & other hospitality services • stock unique products available only from a brand’s website or store • Tailored advertising - Repurchasing of products previously bought could be made easier through promotions on similar items, and even subscription services. • Free local fitness events
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
AFFINITY MAPPING / CLUSTER CODING
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
AFFINITY MAPPING / CLUSTER CODING Sustainability Strategy Boomer Strategy GenZ Strategy
//87
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PRODUCT OPPORTUNITIES
//88
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PRODUCT OPPORTUNITIES ENVIORNMENTAL
SOCIAL
RESELL/RECYCLE PROJECT
REEBOK X 826 PROJECT
• Repair and reuse, or recycle, clothing
• New affordable apparel/footwear line for Budget Conscious Families
• Resell Retail Store
• Inner city outreach after school literacy and fitness program
• Resell Pop Up Experience in local communitites • Resell E-commerce platform
• Family Fitness Events • Marketing Campaign
• Resell App
TECHNOLOGICAL
REEBOK MUSEUM PROJECT • Pop Up Experience • Flash Back Music Event • Marketing Campaign • Limited Edition Product Line • Limted Edition Art Book
• You purchase and we give back to green cause
IN-STORE EXPERIENCE • Customize in-store experience wall display by encouraging customers to swipe their smartphones as they enter, profile used to tailor the experience & offers • Interactive or projection walls • Dressing Room Wall Display
ONLINE EXPERIENCE • Tailored subscription service Repurchasing of products previously bought could be made easier through promotions on similar items. • One-page checkout • Real-Time Customer Service with closest store.
• Age Agnostic: • Marketing Campaign
• New product line made of recycled materials
• In-store experience tailored to Boomers’ specific needs. Updating signage, layouts, increased the font size on labels, help buttons around the store, create wider aisles, or lowered shelf heights.
• Recycled Packaging • Partnership with Whole foods • Sponsorship Outdoor Wellness and Eco Events • Marketing Campaign
• Benefits • Tailored in-store experiences
BENEFITS
BENEFITS
• Encourage cradle-to-cradle recycling of activewear
• Affordable activewear for families in lower income areas.
• Empower Eco friendly habits
• Empower and educate kids on the power of reading and maintaining a healthy lifestyle.
• Connect local community members together • Affordable activewear for everyone • C reation of a strong brand community
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BENEFITS
BENEFITS
BENEFITS
• Brand awareness
• Tailored in-store experiences
• Personalized Customer Service
• Draw in Sneaker Culture and GenZ consumers.
• Consumer feels important
• Seemless Online Experience
• Consumer more inclined to purchase.
• Personalized subscription program.
• Reebok gives back to the community creating positive brand awareness.
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
BRAND STRATEGY ROADMAP
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL/RECYCLE PROJECT YEAR
Resell Process Development Resell Pop Up Experience
1
2
3
4
5
6
7
8
9
10
PHASE 1 PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED PHASE 1: DEVELOPMENT
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Production Resell E-commerce Platform
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Prototype • Testing Resell App
PHASE 1: DEV
• Research/Strategy • Design • Prototype • Testing
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
Resell Retail Store PHASE 1: DEV
• Research/Strategy • Design • Production
PHASE2: ONGOING
Purchase Give Back Program • Research/Strategy • Design • Testing New Product Line • Research/Strategy • Design • Prototype • Production
PHASE 1: DEV
Recycled Packaging • Research/Strategy • Design Sponsorship Outdoor/Eco Events Marketing Campaign • Research • Strategy/Copywriting • Social Media Design • Print Design • Facebook Digital Advertising • Other Marketing Initatives
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BRAND STRATEGY ROADMAP
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK X 826 PROJECT YEAR
Planning/Process Development Retail Store
1
2
3
4
5
6 PHASE 1
7
8
9
10
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
PHASE 1: DEV
• Research/Strategy • Design • Production New Product Line
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
PHASE 1: DEV
• Research/Strategy • Design • Prototype • Production Recycled Packaging • Research/Strategy • Design • Production Marketing Campaign • Research • Strategy/Copywriting • Social Media Design • Print Design • Facebook Digital Advertising • Other Marketing Initatives //93 BRAND STRATEGY ROADMAP
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM PROJECT YEAR
Planning/Process Development Pop Up Experience
1 PHASE 1
2
3
4
5
6
7
8
9
10
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Production New Product Line • Research/Strategy • Design • Prototype • Production Recycled Packaging • Research/Strategy • Design • Production Marketing Campaign • Research • Strategy/Copywriting • Social Media Design • Print Design • Facebook Digital Advertising • Other Marketing initatives //94
BRAND STRATEGY ROADMAP
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
IN-STORE EXPERIENCE YEAR
Planning/Process Development Digital Wall & Dressing Display
1
2
3
4
5
6
7
8
9
10
PHASE 1 PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Prototype • Production Age Antogonists Experience
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Production Marketing Campaign
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research • Strategy/Copywriting • Social Media Design • Print Design • Facebook Digital Advertising • Other Marketing initatives
//95 BRAND STRATEGY ROADMAP
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
ONLINE EXPERIENCE YEAR
Planning/Process Development Subscription Service
1
2
3
4
5
6
7
8
9
10
PHASE 1 PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Prototype • Development One-page Checkout
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Prototype • Development Real-Time Customer Service
PHASE 1: DEV
PHASE2: ONGOING WITH IMPROVEMENTS WERE NEEDED
• Research/Strategy • Design • Prototype • Development
//96
BRAND STRATEGY ROADMAP
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
//97
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
DESIGN DIRECTION
//99
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL/RECYCLE POP UP CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//100 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL/RECYCLE CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//101 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL/RECYCLE POP UP CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//102 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL/RECYCLE VISUAL LANGUAGE
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//103 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL PHOTOGRAPHIC LANGUAGE
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//104
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RESELL/RECYCLE PRINT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//105 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PRINT CONCEPTS
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//106 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//107 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//108 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//109 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//110 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//111 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM CONCEPT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//112 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM BOOK DESIGN
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//113 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
CANNABIS SPORTS MEDICINE
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
//114 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
OUTDOOR PROJECTION ADVERTISEMENT
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY CONNECTION
SOCIAL CHANGE
//115 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
IN-STORE IMMERSIVE SPACE
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY CONNECTION
SOCIAL CHANGE
//116 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
IN-STORE DIGITAL DISPLAY
ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY CONNECTION
SOCIAL CHANGE
//117 DESIGN DIRECTION
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
FINAL DELIVERABLE PROPOSAL
//118
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
REEBOK MUSEUM Deliverables: 1. Print/Digital Campaign 2. Spactial Design Prototype 3. Outdoor Projection Prototype 4. Book Design
RECYCLE / RESELL CAMPAIGN Deliverables: 1. Print Campaign
REEBOK X 826 CAMPAIGN Deliverables: 1. Print Campaign
//119
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
//120
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS + ETHNOGRAPHIC RESEARCH
//121
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
TOUCHPOINT OPPORTUNITY User(s) sees a Reebok print campaign on a billboard in the city. Touchpoint captures an emotion of curiosity to take action and inquire what opportunities Reebok is offering.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
//122 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
Mia Ramirez (Budget Mother)
«
John Brown (Age Agnostic)
«
Kasey Thomas (Eco Activist)
«
Jessica Scott (Fitness Enthusiast)
«
Kevin Thomas (Urban Sneakerhead)
«
2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
TOUCHPOINT OPPORTUNITY User(s) sees a Reebok print campaign at the bus stop in the city. Touchpoint captures an emotion of curiosity to take action and inquire what opportunities Reebok is offering.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
//123 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
Mia Ramirez (Budget Mother)
«
John Brown (Age Agnostic)
«
Kasey Thomas (Eco Activist)
«
Jessica Scott (Fitness Enthusiast)
«
Kevin Thomas (Urban Sneakerhead)
«
2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
TOUCHPOINT OPPORTUNITY User(s) sees a Reebok digital campaign on their smart phone. Touchpoint captures an emotion of curiosity to take action and inquire what opportunities Reebok is offering.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
//124 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
Mia Ramirez (Budget Mother)
«
John Brown (Age Agnostic)
«
Kasey Thomas (Eco Activist)
«
Jessica Scott (Fitness Enthusiast)
«
Kevin Thomas (Urban Sneakerhead)
«
2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
John Brown (Age Agnostic)
TOUCHPOINT OPPORTUNITY User(s) sees a Reebok print campaign at their childs’ school bulletin board. Touchpoint captures an emotion of curiosity to take action and inquire what opportunities Reebok is offering.
Kasey Thomas (Eco Activist)
ROADMAP TIMELINE YEAR
2020
2021
2022
«
Jessica Scott (Fitness Enthusiast) 2023
2024
2025
2026
2027
2028
2029
2030
Kevin Thomas (Urban Sneakerhead)
//125 PERSONAS X ETHNOGRAPHIC RESEARCH
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
John Brown (Age Agnostic)
«
User(s) sees a Reebok print campaign or digital kiosk at Union Station. Touchpoint captures an emotion of curiosity to take action and inquire what opportunities Reebok is offering.
Kasey Thomas (Eco Activist)
«
ROADMAP TIMELINE
Jessica Scott (Fitness Enthusiast)
«
Kevin Thomas (Urban Sneakerhead)
«
TOUCHPOINT OPPORTUNITY
YEAR
2020
2021
2022
2023
2024
2025
//126 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
TOUCHPOINT OPPORTUNITY User(s) participate in the Art of Reebok Experience Event. Touchpoint captures an emotion of nostlogia, are in awe of the craftsmanship and hard work Reebok has done throughout the years.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
//127 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
Mia Ramirez (Budget Mother)
«
John Brown (Age Agnostic)
«
Kasey Thomas (Eco Activist)
«
Jessica Scott (Fitness Enthusiast)
«
Kevin Thomas (Urban Sneakerhead)
«
2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
John Brown (Age Agnostic)
TOUCHPOINT OPPORTUNITY Mia has seen multiple touchpoints of Reebox x 826 project for inner city kids and decides to take her family to visit the shop.
Kasey Thomas (Eco Activist)
Jessica Scott (Fitness Enthusiast)
ROADMAP TIMELINE YEAR
2020
2021
2022
«
2023
2024
2025
2026
2027
2028
2029
2030
Kevin Thomas (Urban Sneakerhead)
//128 PERSONAS X ETHNOGRAPHIC RESEARCH
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
John Brown (Age Agnostic)
TOUCHPOINT OPPORTUNITY Mia and her child are greeted at the door by a Reebok representative. She is very curious about the after school fitness / literacy program and new affordable school product line designed for kids.
Kasey Thomas (Eco Activist)
ROADMAP TIMELINE YEAR
2020
2021
2022
«
Jessica Scott (Fitness Enthusiast) 2023
2024
2025
2026
2027
2028
2029
2030
Kevin Thomas (Urban Sneakerhead)
//129 PERSONAS X ETHNOGRAPHIC RESEARCH
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
John Brown (Age Agnostic)
TOUCHPOINT OPPORTUNITY User(s) paticipate in the Art of Reebok Experience Event and decides to purchase the special edition book offered at the event. User is amazed by the craftsmanship and hard work Reebok has done throughout the years.
Kasey Thomas (Eco Activist)
ROADMAP TIMELINE YEAR
2020
2021
2022
«
Jessica Scott (Fitness Enthusiast) 2023
2024
2025
2026
2027
2028
2029
2030
Kevin Thomas (Urban Sneakerhead)
//130 PERSONAS X ETHNOGRAPHIC RESEARCH
«
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
John Brown (Age Agnostic)
TOUCHPOINT OPPORTUNITY User(s) walks up to the Reebok recycle pop up shop located inside whole foods. User loves that Reebok is offering gently used clothes for purchase to help the environment.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
Kasey Thomas (Eco Activist)
«
Jessica Scott (Fitness Enthusiast)
«
2030
Kevin Thomas (Urban Sneakerhead)
//131 PERSONAS X ETHNOGRAPHIC RESEARCH
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
TOUCHPOINT OPPORTUNITY User(s) sew a Reebok print campaign inside the metro link train. Touchpoint captures an emotion of curiosity to take action and inquire what opportunities Reebok is offering.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
//132 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
Mia Ramirez (Budget Mother)
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John Brown (Age Agnostic)
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Kasey Thomas (Eco Activist)
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Jessica Scott (Fitness Enthusiast)
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Kevin Thomas (Urban Sneakerhead)
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2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
TOUCHPOINT OPPORTUNITY
John Brown (Age Agnostic)
After seeing the Reebox x 826 shop, and purchasing a few products, Mia signs her child up for the after school fitness and literacy program. Hoping that her child will benefit from the experience which will help him in future academics.
Kasey Thomas (Eco Activist)
ROADMAP TIMELINE
Jessica Scott (Fitness Enthusiast)
YEAR
2020
2021
2022
2023
2024
2025
2026
2027
2028
2029
«
2030
Kevin Thomas (Urban Sneakerhead)
//133 PERSONAS X ETHNOGRAPHIC RESEARCH
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
PERSONAS X ETHNOGRAPHIC RESEARCH ENVIRONMENTALLY CONSCIOUS
CUSTOMERCENTRIC DESIGN
HERITAGE PERSERVATION
IMMERSIVE EXPERIENCES
COMMUNITY WELLNESS
SOCIAL CHANGE
POTENTIAL PERSONAS AFFECTED
TOUCHPOINT OPPORTUNITY
Mia Ramirez (Budget Mother)
«
John Brown (Age Agnostic)
«
Kasey Thomas (Eco Activist)
«
Jessica Scott (Fitness Enthusiast)
«
Kevin Thomas (Urban Sneakerhead)
«
At the Art of Reebok Experience Event. Users walk up to a projection video promoting the event.
ROADMAP TIMELINE YEAR
2020
2021
2022
2023
2024
2025
//134 PERSONAS X ETHNOGRAPHIC RESEARCH
2026
2027
2028
2029
2030
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
//136
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SCREEN PLAY + USER SCENARIOS
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SCENE 1 It was a Monday evening, Mia had had just gotten off work after her boss made her stay overtime with no extra pay.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//138 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SCENE 2 Physically and mentally tired, Mia walks to Union Station to take the Metro home. As she is walking, she sees a billboard that showcases the new Reebok and 826 collaboration. Mia thinks in her mind, “What is this? Hm.”, and keeps walking along.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//139 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 3 As she walks into Union Station, she notices a interactive kiosk promoting Reebok’s New Art Exhibit, recycle program and 826 collaboration.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//140 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 4 She and others stand in front of the display to read the information. She likes that Reebok is really taking initiative to connect with the community and thinks her cousin Kevin would really be interested in the Art Exhibit since he is a sneakerhead.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
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Kevin Thomas (Urban Sneakerhead)
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TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//141 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 5 Mia picks up her phone and calls kevin. “Hey Kev, this is Mia. I was calling to tell you about a really cool art exhibit Reebok is putting on in a few months. I thought about you because I know how much you love sneakers and this exhibit looks interesting.” Kevin responses with much interest, “Oh wow, that is dope, I will look it up online and get more info. Thanks for the heads up and I will tell my friends on facebook.” Mia is delighted that she could connect with Kevin.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
Kevin Thomas (Urban Sneakerhead)
« «
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//142 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 6 As Mia walks onto the train, she notices a print campaign again about the Reebok x 826 initiative for inner city kids. She walks up to the advertisement and notices that the shop is located in her area. As Mia reads, she realizes that the Reebok collaboration with 826 is to help inner city kids with literacy and being healthy. Feelings of happiness and gratitude flow thru her heart, and is eager to check out the store with her son Dante.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//143 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 7 After Kevin gets off the phone with Mia, he opens his web browser on his phone and searches for the Reebok Art Exhibit. He notices a lot of his sneaker friends are already talking about it on the forums. One of his online friends posts a link to that has more information about the exhibit. Kevin suggests to his friends that they should have a meet up at the event. They all agree and mark their calendars.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
Kevin Thomas (Urban Sneakerhead)
«
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//144 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 7 Mia finally reaches her son’s school to pick him up. She notices on the bulletin board that there is an announcement from the principle about the Reebok 826 project. She looks at Dante and says, “ Dante, how would you feel about going to an after school program that helps you read and you get to get healthy with your friends?”. “That sounds cool mom”, Dante responds with interest. “Well maybe on Thursday, we can check out the store and talk to someone there about the program.”, says Mia.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//145 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 9 Thursday after Mia picks up Dante from school, she and Dante head out to visit the Reebok 826 shop near Dante’s school. As they walk up, they see the cool detailed facade on the exterior of the building. “Wow”, says Dante.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//146 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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SCENE 10 Mia and Dante walk in to be greeted by Tom, a Reebok representative. Mia walks around the store to see what products Reebok has. Some of the products were collaborations with artists to fund the inner city program. She decides to purchase some items to support the shop, talk to Tom about signing up Dante for the program and she also sees the Art of Reebok exhibit poster on the wall.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
TOUCHPOINT FEATURES
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« « «
Projection
Digital
Spatial Product
//147 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
SCENE 11 Three months later, it was finally time for the grand opening of the Art of Reebok Exhibit. Kevin meets up with his friends in front of the building in the evening where the event is at. There they see a cool exterior projection on the building promoting the show and get excited.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
«
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//148 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
« «
SCENE 12 Inside the venue, they walk into an immersive spatial experience of history, art, and music. Kevin sees other people from his neighborhood at the show which allows him to connect with them. He also sees Mia with her friends.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
«
Kevin Thomas (Urban Sneakerhead)
«
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//149 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
« «
SCENE 13 At the show there is a gift shop area that has limited edition items for sale. Kevin notices the Art of Reebok book, picks it up to look inside. He loves the layout of the book and think it would be a great coffee table book for his home. He decides to purchase the book along with other items. As Kevin and his friends walk out of the art exhibit, seeing all the great imagery reminds them that Nike is not the only cool brand out there. Reebok is pretty cool as well and perhaps that they should also purchase from them as well.
PERSONAS AFFECTED
Mia Ramirez (Budget Mother)
Kevin Thomas (Urban Sneakerhead)
«
TOUCHPOINT FEATURES Print Digital Projection Spatial Product
//150 SCREEN PLAY X USER SCENARIOS
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
TAG LINES
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
RECYCLE PROJECT
826 PROJECT
ART OF REEBOK PROJECT
• Giving clothes new meaning
• The Future is Now
• Craftsmanship at it’s Finest
• Giving clothes new life
• Future Leaders
• A Retrospective
• cradle to cradle
• Leaders of the Future
• Recollective Works
• Resell Recycle Reuse
• Healthy Bodies. Healthy Minds.
• Rich History in Athletic Performance
• Reading can change the world
• A Historical Overview
• Old becomes new • Recycling is the new black • Old/New • Old Clothes Matter • Recycle Recreate Renew
//153 TAG LINES
• Fit Mind Fit Life • Where Change Begins • Preserving the Future • Creating a Better Future • Be the Change
VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY
COLOPHON Images: Reebok Data: Cited on pages Instructor: James Chu Thank you Shifu for always pushing me and the rest of the class to be our best. Your expertise is appreciated and it is an honor to learn from you. Design & Research: Valerie Fontanez
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VALERIE FONTANEZ // SPRING 2019 // PRODUCT DESIGN 7 // BRANDING STRATEGY