01 W I N C H E S T E R // VISUAL STRATEGY GUIDE
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Copright @ 2016 Zenglin Wang www.neweraofprotection.com This book is a non-commercial project for education purposes and is not indented to represent the Winchester brand. All rights are reserved. No part of this publication may be reproduced, stored in a retrial system or transmitted in any form or by any means, electronic,mechanical,recording, photocopying or otherwise, without prior permission of Zenglin Wang.
01 W I N C H E S T E R // VISUAL STRATEGY GUIDE
SELF– A CT U A L I Z AT I O N
ESTEEM
LOVE/BELONGING SAFETY PHYSIOLOGICAL
ENG AGING THE FUTURE A basic need that we all have is for a sense of safety. If we are not safe, then we can forget everything we are trying to do. Maslow has safety as a very fundamental need. Safety needs in Maslow's hierarchy refer to the need for security and protection. Advice with time, and new type of security needs also evolving rapidly, we need to adapt. We needed to innovate quickly to provide new protection tools and services to our future generation.
CHAPTER
TABLE OF CONTENTS
01
T H E PA S T 1.1
W I N C H E S T E R R E P E AT I N G A R M S H I S TO R Y
07
1.2
THE UP & DOWN
11
1.3
THE MILESTONES
13
CHAPTER
02
THE FUTURE 2.1
M I SS I O N S TAT E M E N T
19
2.2
FEEL THE DIFFERENCES
29
2.3
NEW VISUAL DIRECTION
37
01
THE PAST I T S TA R T E D W I T H A V I S I O N .
WINCHESTER REPEATING ARMS HISTORY
The Winchester Repeating Arms Company is a prominent American maker of repeating firearms, located in New Haven, Connecticut. The Winchester brand is owned by the Olin Corporation and the name is used under license by two subsidiaries of the Herstal Group; Fabrique Nationale of Belgium and the Browning Arms Company of Ogden, Utah.
Winchester Repeating Arms Company Re-branding
History
The ancestor of the Winchester Repeating Arms Company was the Horace Smith and Daniel Wesson partnership of Norwich, Connecticut (not to be confused with the famous Smith & Wesson Revolver Company founded later by the same men). Smith & Wesson acquired Lewis Jennings' improved version of inventor Walter Hunt's 1848 "Volition Repeating Rifle" and its ceaseless "Rocket Ball" ammunition, which had been produced in small numbers by Robbins & Lawrence of Windsor, Vermont.
In 1866 Oliver Winchester bought control of New Haven Arms Company and changed the name to the Winchester Repeating Arms Company. That same year the Model 1866 “Yellow Boy lever action rifle”was introduced. It is was first gun to bear the Winchester name. They are proud to make equipment for hunters and target shooters who work hard—both when hunting and when making a living for their families.
OLIVER FISHER WINCHESTER
1. Founder of Winchesters Repeating Arms 2. American businessman and politician
Oliver Fisher Winchester born November 30, 1810, Boston, Massachusetts, U.S.—died December 11, 1880, New Haven, Connecticut) American manufacturer of repeating long arms and ammunition who made the Winchester Repeating Arms Company a worldwide success by the shrewd purchase and improvement of the patented designs of other arms designers. Oliver Fisher Winchester was an innovative and driven man who saw the future of firearms and built an industrial empire around the lever-action rifle. Winchester continued to refine firearm designs with inventors Benjamin Tyler Henry and Nelson King, and on May 22, 1866, the Winchester Repeating Arms Company was born.
Winchester Repeating Arms Company Re Branding
7
Visual Strategy Guide
1
2 1. 15 crates of brand new Winchester rifles 2. Engraving by L.D. Nimschke
3
4
5
3. William F. “Buffalo Bill� Cody 4. T.G. Bennett of Winchester purchases
6
5. Artist Phillip R. Goodwin creates 6. Model 1873 lever-action rifle
1861–1865
1909
Following the election of Abraham Lincoln in 1860, a bitterly divided America engages in civil war. Early models of the lever-action repeating rifle prove highly effective in battle and set the stage for further post-war development.
Former U.S. President Theodore Roosevelt and his son Kermit sail from New York Harbor. Their baggage includes 15 crates of brand new Winchester rifles, ammunition and spare parts for their year-long African safari sponsored by the Smithsonian Institution.
1866
1919
On May 22, 1866, Oliver Winchester establishes the Winchester Repeating Arms Company to build the finest guns and ammunition possible.
Artist Phillip R. Goodwin creates an illustration of a rugged cowboy in buckskins astride a galloping horse, cradling a Winchester rifle. The image soon becomes the trademark for Winchester.
1875
1929 The New York Stock Exchange suffers a massive decline, ushering in the Great Depression.
1883
1935
After Winchester begins experimenting with revolvers, an informal “Gentlemen’s Agreement” is reached - Colt will stick to making revolvers and Winchester will stick to making lever-action rifles.
Ben Comfort of Saint Louis, Missouri, wins the 1000-yard Wimbledon Cup at Camp Perry, Ohio. Chambered in 300 H&H Magnum, Comfort’s rifle uses a Winchester barrel and a Winchester 5-power scope. The “magnum cartridge” craze sweeps into the American shooting culture.
1895
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Visual Strategy Guide
Winchester introduces its first commercial smokeless center fire cartridges including the 30-30 Winchester. When paired with the Model 1894 it’s most famous deer rifle and ammo combination ever.
Winchester Repeating Arms Company Re Branding
In the 1875 Winchester catalog William F. “Buffalo Bill” Cody offers a personal testimonial, “…for hunting…I pronounce your improved Winchester the boss.”
1 4
2
3
5 6
1. In June Allied forces invade Normandy 2. NILO Farms 3. New rim fire manufacturing operations in Oxford 4. The western movie “Winchester ‘73” 5. The new Cody Firearms Museum 6. Winchester Repeating Arms 150 years!
1944
1991
In June Allied forces invade Normandy, marking the start of the final liberation of Europe.
90% of the small arms ammunition used in Operation Desert Storm is supplied by facilities owned or operated by Winchester.
1952 NILO Farms (Olin spelled backward), a 640acre hunting and shooting facility in Godfrey, Illinois, is created as part of Winchester’s ongoing commitment to product development, field-testing and modern game management.
1963
1973 The National Wild Turkey Foundation (NWTF) is founded to help conserve the wild turkey and preserve the heritage of hunting. Winchester is one of the NWTF’s first partners in conservation.
1981
2010 In honor of the 200th birthday of Oliver F. Winchester, Winchester offers a special Model 1894 rifle and limited edition collectible ammunition.
2016 Winchester Repeating Arms proudly introduces a host of classic commemoratives including the Model 1866 Yellow Boy - the gun that started it all 150 years ago.
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Visual Strategy Guide
Winchester 209 shots hell primers are so reliable that NASA selects them to initiate the separation and parachute recovery systems on the Space Shuttle’s solid rocket booster engines.
he Model 70 named “Bolt-Action Rifle of the Century” by Shooting Times.
Winchester Repeating Arms Company Re Branding
The Model 101 over-and-under shotgun is introduced and quickly becomes popular with clay target and upland shooters alike. Shown is 1968 catalog page.
2000
History Timeline of Winchester Important Events in Winchester History
The Model 54 centerfire bolt-action rifle is introduced, along with the
Winchester ‘s one-mil-
Winchester begins load-
270 Winchester cartridge.
lionth Model 12 shotgun
ing sporting cartridges
The flat-shooting round
is presented to General
with the latest thing in
becomes famous through
Henry R. “Hap” Arnold,
ammunition - smokeless
the writings of Jack
commander of the U.S.
powder.
O’Connor.
Army Air Forces.
1893
1925
1943
1866
1883
1912
On May 22, 1866, Oliver
The company’s first
The Model 1912 pump
The U.S. Government
The western movie “Win-
Winchester establishes
bolt-action rifle, the Model
shotgun is introduced
passes the Migrator y
chester ‘73” is released,
the Winchester Repeating
1883 Winchester Third
and becomes one of the
Bird Hunting Stamp Act
staring Jimmy Stewart.
Arms Company to build
Model Hotchkiss Magazine
world’s most popular
to fund the protection of
Winchester’s wizard
the finest guns and am-
Gun is introduced.
and respected designs of
waterfowl habitat.
Herb Parsons fills in for
munition possible.
all time.
1934
1950
Stewart during the film’s trick shooting scenes.
With its polished brass
Stewart’s rifle is an orig-
receiver the Model 1866
inal Model 1873 loaned
“Yellow Boy” lever-action
to the movie production
rifle is the first gun to bear
from the Winchester Re-
the Winchester name.
peating Arms Company
Engraving by L.D. Nimschke and the Ulrich Brothers elevate a utilitarian Winchester into a work of art.
Museum.
The Winchester Arms Collectors Association is organized. Its thousands
The Supreme over-
of members are devoted
and-under shotgun is
to the preser vation,
introduced. Made in
understanding and
Belgium, this well-bal-
In honor of the 200th
collecting of Winchester
anced smooth-bore also
birthday of Oliver F. Win-
firearms and related
represents the worldwide
chester, Winchester of-
products as well as the
sourcing of firearms
fers a special Model 1894
role these products had
product manufacturing
rifle and limited edition
in forging America’s
under the Winchester
collectible ammunition.
heritage.
brand.
1977
2000
2010 FUTURE
1964
1991
2005
2016
2020
The first of many
90% of the small arms
Winchester Ammuni-
Winchester Repeating
W INCHE STER REBIRTH
Winchester Factor y
ammunition used in
tion celebrates its new
Arms proudly introduces
Commemoratives is a
Operation Desert Storm
rim fire manufacturing
a host of classic com-
Model 1894 produced for
is supplied by facilities
operations in Oxford,
memoratives including
the Wyoming Diamond
owned or operated by
Mississippi. This location
the Model 1866 Yellow
Jubilee. It remains
Winchester.
is also now home to one
Boy - the gun that started
among the rarest of the
of the most state-of-the-
it all 150 years ago.
all the Winchester Facto-
art facilities in the world
r y Commemoratives, and
for center fire rifle and
establishes the Custom
handgun ammunition
Shop as an important
manufacturing.
part of commemorative design and production.
02
THE Future N E W R E A C H E S F O R T H E P R O T E CTION OF INDI V IDUAL S.
OUR MISSION TO CREATE A NEW T YPE OF PROTECTION THAT IS INTELLIGENT, EFFICIENT, AND INNOVATIVE IN ORDER TO EMPOWER CONSUMERS.
MISSION STATEMENT
1. Efficient 2. Accurate 3. Innovation
OUR MISSION T O C R E AT E A N E W T Y P E O F P R O T E C T I O N T H AT I S I N T E L L I G E N T, E F F I C I E N T, A N D I N N O VAT I V E I N ORDER TO EMPOWER CONSUMERS.
19
Visual Strategy Guide
The new Winchester through five aspects media, retail, education, research and financial, will strengthen the main sectors of society. Providing innovative solutions with the most advanced technology security systems, products and services.
Winchester Repeating Arms Company Re Branding
In the year of 2020 with a turning point for the Winchester line. Between the launch and relaunch, we have developed many new and improved products and services. Winchester provide reliable and fast tools to offer security to individuals through powerful self protection. Winchester will still be an protection products company, but with a completely different approach.
WE WERE THEN
1. Quality 2. Functionality 3. Reliability These picture show we looked like in the past. The key visuals of the old Winchester were physically represent our aggressive and straight forward wild style of the past.
WE ARE NOW
1. Efficient 2. Accurate 3. Innovation These pictures show our new look in the future. In order to change public old stereotype of Winchester. The new Winchester embraces technology to perform virtual actions. The key visuals of Winchester to represent new stealthy and cross-border style.
NEW PERSONAS
Today people whoever put their trust and faith on our mission and willing devote their time to make contribution to our new products or services is also help themselves to reach their highest potential. Winchester Repeating Arms Company Re Branding
23
Visual Strategy Guide
A ARON WEBBER 19–YEAR–OLD COLLEGE STUDENT
Always sensitive with the latest trends.
Kevin is at first year of collage in photograph major department, most of his classes are digital related and he cannot without his camera. He is always adventure himself to take good photo which made him love to challenge. He rent a small apartment with his collage friends in downtown area, it is conveniences for him to get everything, also dicover new equipment for camera and sports. He has a part-time job in a nearby cafe; He likes works there because he enjoys sharing ideas with people and get new ideas. As a photographer, he will went to somewhere dangerous just for one good short. Also he wants upload his picture in somewhere safe.
THE CARING LEANED MAN
He hang out with his photography friends and taking some extremity amazing photos. He wants find a good insurance to protect his project. He understands the value of every products, he wants to study the IT to help other photographer reconstructed images. He is very athletic and runs everyday, he likes workout which make him more stronger, then he can challenge himself more to catch the goal.
ANDREW KRING 34–YEAR–OLD ENGINEER
The passion for the future new technology.
Andrew moved to San Jose after his collage because he got a join in Silicon Valley in a start-up technology company as an engineer.
He likes reading Weird and National Geography magazines to keep him in the loop. He organized his financial plans through many different kind of company, he like to find one includes everything. He spent a lot time in his small security game website, he’d love to encourage more and more people to learn data writing is not that bored as they think.
THE PA SSIONATE RESEARCHER
As an engineer, he wants to know the first hand information related to his job. And he like to find a website contains all the information he needed.
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Visual Strategy Guide
He’d love to hanging out with his friends to attend different IT event which help him learning with time.
Winchester Repeating Arms Company Re Branding
He rent an apartment not for from his work, he run everyday to catch the small goal everyday made his believe he can change himself.
MICHAEL THOMAS 38–YEAR–OLD CEO OF A START UP
Don’t looking for chance to catch it.
Michael is an experienced professional in technology business. He is company is constantly offering opportunities for new professionals. For this reason, Michael always look for new talents to work with him. He enjoys sharing his knowledge and encourage people to expand and develop their ideas. He has a strong sense of leadership and an encouraging spirit. He is able to listen to other’s thoughts and insights to drive them to achieve results. He has been married for five years, but he and his wife have no plan to raise a family. He understands well the market necessities and trends in the technology world.
THE ADVENTUROUS FIGHTER He wants find a good hosting company to host his company website, also he consider build a storage privacy to keep company's old work file.
DAVID JAMES 46–YEAR–OLD FREELANCER
Believes when you advance with the time and nothing is impossible.
David want to learn a new technical skill to explore a new career. So he start look for IT education schools.
He also encourage his children do out door actives like indoor climbing, hiking and etc. He is very excited about new IT conference came out near his home, which gives him opportunity to try out the latest technology equipment. He has join IT beginner's workshop. When he has problems, he can go to the workshop looking for individual help.
THE OPEN–MINDED PROBLEM SOLVER
He understand why middle aged people don't want step out of their comfort zone. It will become a big challenge for him to start his new career.
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Visual Strategy Guide
He work out everyday to keep his body more flexible.
Winchester Repeating Arms Company Re Branding
As a parents he used a lot of interactive tools to communicate with his kids, they play sport games on Wii or X-box.
JOLIN TSAI 30–YEAR–OLD UI&UX DESIGNER
Work hard and play hard.
Jolin always keeps a sketch where she takes random notes and writes her new ideas for future projects. Jolin is satisfied with her job. However, misses having her own team to execute her own projects. When she was a child, her father bring her outdoor climbing, since then, she has been amazed and passionate about the sports. During her free time, she like to travel with friends and took photos, also she will recommend her friends to buy a travel insurance before boarding. She always show off her amazing photo when she took from out climbing.
THE PERSUA SIVE COMMUNICATOR
As she is a skillful programmer, she was invited by two friends to join their start up company which is where she currently works. She believes woman can do anything as man could.
JOANNE KIM 15–YEAR–OLD HIGH SCHOOL STUDENT
Believe equality between the sexes.
She is quite extroverted and articulates meetings well. She is not necessarily a leader, but she quickly understand and explains instructions and thoughts to the group members.
Joanne is a high school student interested in extreme sports, she help other friends find out what they really like. She also learning survival education. When she go to a new place to play extreme sports. She needs to know if she facing danger situation.
THE POSITIVE TEENAGER
Joanne is very focused on her own challenge. She organize her time line and manage her time balance sports time and study time.
She truly believes technology will allow her to develop great ideas that may change others perspectives.
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Visual Strategy Guide
She wants more and more students learning survival education. She think it is the basic skills for human beings.
Winchester Repeating Arms Company Re Branding
She's best friend invited she go to a technology camp to learning different protection softwares. She think will help with her personal information.
Companies in their sector who might be considered competition (current marketplace)
COMPETITORS PUSH YOU TO ACHIEVE MORE.
Winchester Repeating Arms Company Re Branding
COMPETITORS
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Visual Strategy Guide
CURRENT COMPETITORS
The biggest different with other company is show Winchester own ingenuity and unparalleled services.
[1]
[2]
[5]
[8]
[3]
[6]
[9]
[4]
[7]
[10]
6.COLT’S MANUFACTURING CO.
Fabrique Nationale d’Herstal — self identified as FN Herstal and often referred to as Fabrique Nationale or simply FN.
Colt’s Manufacturing Company is an American firearms manufacturer, founded in 1855 by Samuel Colt.
2.HENRY REPEATING ARMS
7.BROWNING
Henry Repeating Arms is a firearms manufacturing company established in Brooklyn in 1993 by Louis Imperato; as of 2013 the company was the seventh-most productive firearms manufacturer in the United States.
Browning Arms Company is an American maker of firearms and fishing gear. Founded in Morgan, Utah, the company offers a wide variety of firearms including shotguns, rifles and pistols.
3.REMINGTON ARMS Remington Arms Company, LLC is an American manufacturer of firearms and ammunition in the United States.
4.STURM, RUGER & CO.
5.WEATHERBY, INC. Weatherby, Inc. is an American gun manufacturer founded in 1945 by Roy Weatherby. The company is best known for its high-powered magnum cartridges.
Marlin Firearms Co., Formerly of North Haven, Connecticut, is a manufacturer of semi-automatic, lever-action, and bolt-action rifles.
9.HORNADY The Savage Arms Company is a firearms manufacturing company based in Westfield, Massachusetts, with a division located in Canada.
10.SAVAGE ARMS The Savage Arms Company is a firearms manufacturing company based in Westfield, Massachusetts, with a division located in Canada.
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Visual Strategy Guide
Sturm, Ruger & Co., Inc. is an American, Southport, Connecticut–based firearm manufacturing company, better known by the shortened name Ruger.
8.MARLIN FIREARMS
Winchester Repeating Arms Company Re Branding
1.FN HERSTAL
ADJACENT COMPETITORS
companies in an adjacent sector who might be considered competition (current marketplace)
[1]
[2]
[5]
[8]
[3]
[6]
[9]
[4]
[7]
[10]
1.DECATHLON GROUP
6.OLIN CORPORATION
Decathlon is one of the world’s largest sporting goods retailers. Decathlon started with a store in Lille, France in 1976, founded by Michel Leclercq
The Olin Corporation is an American manufacturer of ammunition, chlorine, and sodium hydroxide. Based in Clayton, Missouri, it traces its roots to two companies.
2.BLACK DIAMOND EQUIPMENT
3.MAMMUT SPORTS GROUP Mammut Sports Group AG is a Swiss producer of mountaineering and trekking equipment with headquarters in Seon, Switzerland.
4.CABELA’S
5. SALOMON GROUP The Salomon Group is a sports equipment manufacturing company that originated in Annecy, France.
Arc’teryx is a Canadian outdoor clothing and sporting goods company founded in North Vancouver, British Columbia, in 1989.
8.STOEGER INDUSTRIES Stoeger Industries is a manufacturer and importer of firearms into the United States. The company’s Stoeger Publishing division also publishes books and videos about firearms, hunting and fishing.
9.MIDWAYUSA MidwayUSA is a privately held American retailer of various hunting and outdoor-related products. The company is headquartered in Columbia, Missouri, and sells in the continental United States.
10.PATAGONIA, INC. Patagonia, Inc. is an American clothing company founded by Yvon Chouinard in 1973 that sells and showcases mainly sustainable outdoor clothing.
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Visual Strategy Guide
Cabela’s Inc. is a direct marketer and specialty retailer of hunting, fishing, boating, camping, shooting, and related outdoor recreation merchandise, based in Sidney, Nebraska.
7.ARC’TERY X
Winchester Repeating Arms Company Re Branding
Black Diamond Equipment is a manufacturer of equipment for climbing, skiing and mountain sports, based in Utah, USA.
ASPIRATIONAL COMPETITORS
Companies who you think they’d like to be more like (aspirational/future marketplace)
[1]
[2]
[5]
[8]
[3]
[6]
[9]
[4]
[7]
[10]
1.MEMORIA PRESS
6.POLYCOM
Memoria Press is a family-run publishing company that produces simple and easy-to-use classical Christian education materials for home and private schools.
Polycom is an American multinational corporation that develops video, voice and content collaboration and communication technology.
As a global learning company, HMH specializes in pre-K–12 education content, services and cutting edge technology solutions forng landscape.
3.MAMMUT SPORTS GROUP Mammut Sports Group AG is a Swiss producer of mountaineering and trekking equipment with headquarters in Seon, Switzerland.
4.SCHOL A STIC CORPOR ATION
5. SMART TECHNOLOGIES Smart Technologies Corporation is best known as the developer of the Smart Board interactive whiteboard.
Smart Tech Challenges Foundation funds innovators creating smart guns and firearm safety technologies for American gun owners.
8.KNEW TON “Adaptivity” is apparently the Holy Grail when it comes to edtech. The thinking is that consumers have come to expect a personalized internet.
9. A BEK A BOOKS 37 A Beka Book is a publisher affiliated with Pensacola Christian College that produces K-12 curriculum materials that are used by Christian schools and homeschooling families around the world.
10.THE MCGR AW-HILL COMPANIES PROFESSIONAL PUBLISHING GROUP Publishers and distributors of books in the sciences, technology and management, technical and commercial, school and commercial, school books, together with a wide range of electronic products.
Visual Strategy Guide
Scholastic Corporation is an American publishing, education and media company known for publishing, selling, and distributing books and educational materials for schools, teachers, parents, and children.
7.SMART TECH CHALLENGES FOUNDATION
Winchester Repeating Arms Company Re Branding
2.HOUGHTON MIFFLIN HARCOURT PUBLISHING COMPANY
CHAPTER
PHOTOGRAPHY SOURCES
01 WINCHESTER(C1920) WINCHESTERGUNS.COM. AB3-RIFLE (2007) WINCHESTERGUNS.COM. OLIVER WINCHESTER HAT. WINCHESTERGUNS.COM. 150TH TIMELINEIMAGES 15 CRATES OF BRAND NEW WINCHESTER RIFLES WINCHESTERGUNS.COM. ENGRAVING BY L.D. NIMSCHKE WINCHESTERGUNS.COM. WILLIAM F. “BUFFALO BILL” CODY WINCHESTERGUNS.COM. T.G. BENNETT OF WINCHESTER PURCHASES WINCHESTERGUNS.COM. ARTIST PHILLIP R. GOODWIN CREATES WINCHESTERGUNS. COM. MODEL 1873 LEVER-ACTION RIFLE WINCHESTERGUNS.COM.
CHAPTER
02 IN JUNE ALLIED FORCES INVADE NORMANDY WINCHESTERGUNS.COM. NILO FARMS WINCHESTERGUNS.COM. NE W RIMFIRE MANUFACTURING OPER ATIONS IN OXFORD WINCHESTERGUNS.COM. THE WESTERN MOVIE “WINCHESTER ‘73” WINCHESTERGUNS.COM. THE NE W CODY FIRE ARMS MUSEUM WINCHESTERGUNS. COM. WINCHESTER REPE ATING ARMS 150 YE ARS! WINCHESTERGUNS.COM. ROBERT ERWIN NORTH AMERICA MINNE SOTA WALKER ART CENTER ART TAT TLER.COM PAPER PL ANES (2010) KLOSE TK A SE.FILE S.WORDPRE SS. COM
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