Hustwayte_11.4.3.pdf

1.0 RESEARCH 2.0 CREATIVE DEVELOPMENT

Company Overview..............................7

Creative Brief..........................................9

S.W.O.T. Analysis..................................11

Demographics......................................13

Competitive Survey.............................17

Design Research..................................19

Moodboards..........................................21

Logo Development..............................23

TABLE OF CONTENTS

2.0 CREATIVE DEVELOPMENT 3.0 STYLE GUIDE 4.0 FINAL DESIGNS

Logo.......................................................27

Logo Safe Area...................................29

Color Palette........................................31

Fonts.......................................................33

Imagery.................................................35

Textures..................................................37

Advertising............................................41

Website Standards...............................43

Digital Media........................................45

Stationery...............................................47

Promotional Items................................49

Photo Credits........................................51

RESEARCH DIVIDER

1.0 reseArch

COMPANY OVERVIEWRESEARCH

7

High Cascade Snowboard Camp, located in Mt. Hood, Oregon was founded in 1989. It is privately owned and operated by snowboarders. With a wide range of professional athlete partnerships and company sponsorships, High Cascade Snowboard Camp offers all inclusive instructional snowboarding sessions during the summer months of June through August that will give camp goers the opportunity to use cutting-edge, top of the line products, while learning from the world’s best professional snowboarders. High Cascade Snowboard Camp is professionally run by 130 employees during the summer months. Companies such as Anon, Burton, Capita, Celtek, DC, Forum Snowboards, Frends, Gatorade, Lib Tech, Mizu, Nike 6.0,

Vans, Volcom, Oakley, Pro Tec, Quiksilver, Red, Ride Snowboards, Roxy, Salomon Snowboards, ThirtyTwo, and Transworld Snowboarding proudly support the camp. High Cascade Snowboard Camp provides a professional, safe, and fun environment. Snowboarders get to train with the best professional snowboarders in the industry such as Mason Aguirre, Jamie Anderson, Kjersti Buass, Danny Davis, Scotty Lago, Luke and Jack Mitrani, Kevin Pearce, and Chanelle Sladics. The list of world-class athletes goes on and on. High Cascade Snowboard Camp is in direct competition with Windells which is also located in Mt. Hood, Camp of Champions located in Whistler, British Columbia and South America Snow Sessions located in Argentina.

CREATIVE BRIEFRESEARCH

Through a creative and strategic campaign featuring their Signature Sessions™ professional snowboarders, High Cascade Snowboard Camp will focus on their target audience and be a driving force building brand identity, buzz, and awareness of its summer snowboarding camp. Using mainstream marketing of the designs such as advertisements, promotional events, professional snowboarding clinics, manufacturer and retail partnerships, grassroots marketing, and online social networking, the campaign will build upon High Cascade Snowboard Camp’s current brand by taking into account its unique selling proposition, mission, culture and values, features and benefits,

vision, unique snowboarding instruction sessions with professional snowboarders, key tenets, brand positioning, target market, demographics, tribes, competitive landscape, value proposition, SWOT analysis, and SWOT action plan. A consistent appearance over stationery, website, social networking sites, press kits, signs, stickers, and apparel will be used with the newly designed logo to build branding. High Cascade Snowboard Camp has the means to increase awareness of its camp locally and nationally while increasing the number of snowboarders who choose to attend High Cascade Snowboard Camp compared to that of its direct competitor, Windells. Opportunities to partner with local

community outreach programs and schools will generate publicity. Promotion of contests for discounted admissions, special product offers, or instruction sessions through website, magazines, television shows, advertisements, commericials, brochures, and mailed flyers will increase awareness as well. The campaign focuses around the tagline “Learn From The Best. Ride Like The Best”. From the professional snowboarder partnerships, company sponsorships, and state of the art facilities, High Cascade Snowboard Camp is the best choice when it comes to summer snowboarding instruction. Why go somewhere else when you can train with the world’s best professional snowboarders?

9

RESEARCHS.W.O.T. ANALYSIS

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Professional Snowboarder Partnerships

• Company Sponsorships

• All-Inclusive

• Variety Of Entertainment And Activities

• 24-Hour SuperVision

• Lacking Regular Updating Of Social Networks And

Website

• Minimal Advertising In Magazines And On Television

• High admission Cost Exclude Some Snowboarders Who

Are Not In The Middle To Upperclass Income Bracket

• Increased Marketing Through Magazines Ads,

Television Shows, And Commercials

• Grassroots Marketing Opportunities Within The

Communities

• Event Sponsorship

• Professional Snowboarder Endorsements

• Community Outreach Programs

• Company Sponsorships

• Contests

• Current Economy: Individuals Are Spending Less Money

For Entertainment

• Global Warming: Snow Is Not Guaranteed During The

Summer Months• Cost Of Airline Tickets To Portland, Oregon (PDX Airport)

For Those Traveling From Long Distances

• Competitor Summer Camp Programs

• Views On Value Of Price

11

DEMOGRAPHICS RESEARCHHigh Cascade Snowboard Camp’s target market focuses on snowboarders between the ages of 9 and 20 years old who “can’t make it through the summer without strapping into a snowboard” (High Cascade Snowboard Camp). High Cascade Snowboard Camp has campers who have literally never seen snow and campers who are good enough to be pros. The supportive atmosphere at camp allows campers to “have a great time regardless of your skill level” (High Cascade Snowboard Camp). Those who attend High Cascade Snowboard Camp are members of families that typically fall into the middle to upper class income levels. Snowboarders from across the United States of America and around the

globe attend snowboarding sessions at High Cascade Snowboard Camp. Youth camps range in price from $1,850-$1,950 for every 8-day session. Those who attend High Cascade Snowboard Camp are generally athletes, summer campers, and boardsports enthusiasts. They enjoy the action sports culture with focus on snowboarding, skateboarding, wakeboarding, surfing, and BMX. This demographic also reads art and boardsports magazines such as Color Magazine, Juxtapoz, Ride BMX, Snowboarder Magazine, Surfer, Thrasher, Transworld Business, Transworld Snowboarding, Transworld Surf, Transworld Wakeboarding, and other boardsports periodicals.

RESEARCH

13

CREATIVE DEVELOPMENT DIVIDER

2.0 CreAtiVe development

CREATIVE DEVELOPMENTCOMPETITIVE SURVEY

Mt. Hood, Oregon

8 Days: $1,699.00 - $1,949.00

www.windells.com

British Columbia, Canada

8 Days: $1,885.00

www.campofchampions.com

Bariloche, Argentina

8 Days: $2,395.00

www.sassglobaltravel.com/argentina

17

CREATIVE DEVELOPMENTDESIGN RESEARCH

Name: Zuma KordellGeographic Location: Portland, OregonAge: 15 Gender: Male Ethnicity: Caucasian Political: Democrat Educational Level: High School Occupation: Student Income: Middle Class Social Life: Snowboarding, Skateboarding, BMX, Wakeboarding, HikingSocial Media: Facebook, Twitter, Tmblr, InstagramCultural: Magazine Reader, Likes Top 40 Music, Street ArtPersonal Values: Recycles, Eco-FriendlyClubs / Tribes: Action Sports Athlete, iPhone User, Music & ArtReligion: Christian / Does Not Attend Church

Name: Rachel WuGeographic Location: New York, New YorkAge: 9 Gender: Female Ethnicity: Asian Political: Republican Educational Level: Elementary Occupation: Student Income: Upper ClassSocial Life: Snowboarding, Skateboarding, Ballet, Dance, Dinners At Restaurants In ManhattanSocial Media: N/ACultural: Avid Fan Of Justin Beiber And Selena Gomez, Reads Sports Illustrated For Kids Personal Values: Rachel Believes If You Work Hard At Something Anything Is PossibleClubs / Tribes: Member Of The Snowboarding Team, Plays Video Games On Her PSPReligion: Buddhist

• Design research has been based around a sample of target demographics similar to the personas above.

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CREATIVE DEVELOPMENTMOODBOARDS

21

CREATIVE DEVELOPMENTLOGO DEVELOPMENT

23

In developing the High Cascade Snowboard Camp logo, a variety of sketches were created both on and off the computer. Each process took a new direction. The goal for High Cascade Snowboard Camp’s new logo was one that could be used on a variety of features in the snowboarding park as well as deliverables such as advertising and promotional items. The logo was designed to be easily distinguishable, stand out, as well as incorporate the tag line “Learn From The Best. Ride Like The Best.” The logo is simple yet bold like that of High Cascade’s demographics. The logo orientation allows for an easy printing process on marketing materials such as signage and promotional items such as decals, apparel, and accessories.

3.0 Style Guide

LOGO

PANTONE 158CC: 4 M: 68 Y: 99 K: 0R: 234 G: 113 B: 37ea7125

PANTONE 426CC: 76 M: 67 Y: 63 K: 76R: 25 G: 28 B: 31191c1f

Font: Devil Breeze / Bold / 48pt / StrongKerning: Differentiated

LEARN FROM THE BEST. RIDE LIKE THE BEST. Font: Arial Black / Regular / 17pt / StrongKerning: 18

Scale Using Appropriate Font Ratio.

STYLE GUIDE

27

LOGO SAFE AREA

Logo Safe AreaPart of protecting the legal attribution is to ensure that the logo is seen as separate from other elements. Safe space is based upon the width of the vertical stroke of the logo.

STYLE GUIDE

29

COLOR PALETTE

PANTONE 317CC: 26 M: 0 Y: 10 K: 0R: 185 G: 230 B: 230b9e6e6

PANTONE 158CC: 4 M: 68 Y: 99 K: 0R: 234 G: 113 B: 37ea7125

PANTONE 166CC: 5 M: 82 Y: 100 K: 1R: 229 G: 83 B: 2e55302

PANTONE 426CC: 76 M: 67 Y: 63 K: 76R: 25 G: 28 B: 31191c1f

PANTONE 427CC: 17 M: 11 Y: 13 K: 0R: 209 G: 212 B: 211d1d4d3

PANTONE 268CC: 89 M: 100 Y: 21 K: 9R: 71 G: 34 B: 112472270

STYLE GUIDE

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FONTS

HEADLINERockwell / Bold / 60pt

ABCDEFGHIJHLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz0123456789

SUBHEADCentury Gothic / Bold / 18pt


BODY COPYCentury Gothic / Regular / 10pt


LOGODevil Breeze / Bold


TAGLINEArial Black / Regular / Strong


STYLE GUIDE

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IMAGERYSTYLE GUIDE

35

TEXTURESSTYLE GUIDE

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4.0 FinAl designs

FINAL DESIGNSADVERTISING

Preferred Print Settings:

Color: CMYK - Use Pantone process equivalents

Size and Placement:Full page full bleed preferred.

Bleed:0pg (each side)

Live Area Bleed:3P (each side)

Fonts:Devil Breeze BOLDArial BlackGill Sans Italic / Gill Sans Regular / Gill Sans Bold

Images: Magazine - 300 dpi or betterNewspring - 150 dpi

Output:Magazine - Adobe PDF Press Quality presetNewspaper - ADobe PDF“x-1a:2001” present

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WEBSITE STANDARDS

Color:Images - RGBText and Graphics - Hexadecimal

Resolution:Web Optimized - 72 dpiScreen Size - 1024 x 768px

Typography:Arial / Regular and BoldJustified / Auto Leading

Heading...........................Bold / 18ptSubheading.....................Bold / 14ptBody Copy................. Regular / 12pt

STYLE GUIDE

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DIGITAL MEDIAFINAL DESIGNS

30-second commercial fea-turing both men and women professional snowboardersMusic begins.

Scene 2 : 2.5 secondsSnowboarder walking with snowboard.

Scene 3 : 3.0 secondsSnowboarder raising hand into air

Scene 4 : 3.0 secondsSnowboarder spraying snow into the air on cliff. Music transitions at this point.

Scene 5 : 1.5 secondsSnowboarder flying off rock into the air

Scene 6 : 2.0 secondsSnowboarder spinning off hill into the air

Scene 7 : 1.4 secondsSnowboarder dropping into halfpipe

Scene 8 : 1.3 secondsSnowboarder flying out of halfpipe

Scene 9 : 1.3 secondsSnowboarder dropping back into halfpipe

Scene 10 : A different snowboarder flying out of halfpipe

Scene 11 : 1.5 secondsAnother snowboarder flying out of the halfpipe

Scene 12 : 5 secondsSnowboarder flying out of halfpipe towards camera.

Scene 13 : 0.3 secondsSnowboarder along top of halfpipe

Scene 14 : 1.7 secondsSnowboarder sliding along the edge of halfpipe from a different camera angle.

Scene 15 : 3.0 secondsMusic fades. HCSC logo appears along with the tagline.

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FINAL DESIGNSSTATIONERY

8.5” x 11.0” Letterhead

Business Card / Back

Business Card / Front

47www.HIGHCASCADE.com

PROMOTIONAL ITEMS

49

FINAL DESIGNS

Photo Credits

Cover:http://snowboarding.transworld.net/files/2010/06/wp2.jpg

Page 2-3:Christy Chaloux ©www.ChristyChaloux.com

Page 4-5:Christy Chaloux ©www.ChristyChaloux.com

Page 6:High Cascade Snowboard Camp ©http://www.facebook.com/photo.php?fbid=500980905504&set=a.500979015504.301116.86541340504&type=3&theater

Page 7:Jamie Anderson: http://blog.twoseasons.co.uk/wp-content/up-loads/2011/02/xgames-anderson.jpg

Kjersti Buass:http://www.snowboardforbundet.no/sitefiles/site14/img/KjerstiBuaas_Davos1.jpg

Chanelle Sladics:http://www.westboundboarder.com/wp-content/uploads/2010/01/chanellesladics.jpg

Danny Davis:http://snowboardmag.com/sites/default/files/snow/u274/Danny_Davis_Head_Shot.jpg

Kevin Pearce:http://madeira.hccanet.org/project2/marshp2/article.gif

Jack Mitrani:http://www.allisports.com/images/uploads/jack-mitrani008jackmitrani008.jpg

Luke Mitrani:http://cdn2.static.mporatrons.com/site/white-lines/wp-content/uploads/2010/08/Luke_Life-style_Jackson_9CROPPED-620x899.jpg

Scotty Lago:http://img2.timeinc.net/people/i/2010/news/100308/scott-lago-240.jpg

Mason Aguirre:http://www.lat34.com/_/Image/_/mason_agu-irre-240x240.jpg

Page 10:Christy Chaloux © www.ChristyChaloux.com

Page 12:Arbor Collective © www.ArborCollective.com

Page 13:Transworld Wakeboarding ©www.wakeboardingmag.com

Surfer Mag ©www.surfermag.com

Ride BMX © www.bmx.transworld.net

Transworld Snowboarding ©www.snowboarding.transworld.net

Snowboarder © www.snowboardermag.com

Color Magazine ©www.colormagazine.ca

Transworld Business © www.business.transworld.net

PHOTO CREDITS

53

Juxtapoz © www.juxtapoz.com

Thrasher © www.thrashermagazine.com

Page 14-15:Christy Chaloux © www.ChristyChaloux.com


Page 17:Windells: http://cdn.snowboardermag.com/files/2010/06/Windells1.jpg

Camp Of Champions: http://cdn.snowboarder.en/wp-content/up-loads/2010/05/camp-of-champions.jpg

SGT Argentina:http://skiershop.com/raisethebar/wp-content/up-loads/2011/07/SASS-Global-Travel-logo.png


Page 19:Zuma Kordell: High Cascade Snowboard Camp ©http://www.facebook.com/photo.php?fbid=500977585504&set=a.500976615504.301114.86541340504&type=3&theater

Rachel Wu: High Cascade Snowboard Camp ©http://www.facebook.com/photo.php?fbid=500977240504&set=a.500976615504.301114.86541340504&type=3&theater


Page 21:Photo 1 / Mason Aguire:http://nike6.interfacecms.com/image_cache/as-sets/0000/4347/Mason_Aguirre_Style.jpg

Photo 2, 3, 4, 5: High Cascade Snowboard Camp ©www.HighCascade.com

Photo 6 / Danny Davis and Mason Aguirre:http://business.transworld.net/files/2010/02/pic-ture-39.png

Photo 7 / Mason Aguirre:http://snowboarding.transworld.net/files/2011/01/k2snbd_mason-intro_hi-600x447.jpg

Photo 8:High Cascade Snowboard Camp ©http://www.facebook.com/photo.php?fbid=500977585504&set=a.500976615504.301114.86541340504&type=3&theater

Photo 9: High Cascade Snowboard Camp ©www.HighCascade.com

Photo 10 /Mason Aguirre:Nike © / www.NikeSnowboarding.com

Photo 11 / Mason Aguirre: http://www.ttrworldtour.com/typo3temp/pics/N_51baea62c8.jpg

Photo 12 / Kevin Pearce:http://snowboarding.transworld.net/files/2009/11/snb1209_pro02_kp_barash-497x600.jpg

Photo 13: High Cascade Snowboard Camp © www.HighCascade.com

Photo 14 / Hannah Teter:http://skiing.teamusa.org/news/2010/01/24/teter-gives-winnings-to-haiti-victims/31012

Photo 15 / Olympic Podium:http://www.arena-snowparks.com/assets/Up-loads/Large-images/News/Olympic-podium-at-Cypress.jpg

Page 22: Scott Serfas © http://snowboarding.transworld.net/files/2010/09/marksollars_by_scottserfas.jpg

Page 24-25: Christy Chaloux © www.ChristyChaloux.com

Page 26:Adam Moran ©http://snowboarding.transworld.net/wp-content/blogs.dir/442/files/2012/01/StephanMaurer_Ad-amMoran.jpg

photo-challenge-behind-the-lens-with-jussi-grznar/?pid=44742

Page 28:Dave Short ©http://snowboarding.transworld.net/1000168445/featuresobf/deep-winter-photo-challenge-behind-the-lens-with-jussi-grznar/?pid=44742

Page 30:Andy Wright ©http://snowboarding.transworld.net/files/2011/06/louifparadis_aw.jpg

Page 32:Scott Serfas ©http://snowboarding.transworld.net/files/2010/11/jodywachniak_serfas.jpg

Page 34:Adam Moran ©http://snowboarding.transworld.net/files/2011/01/dannydavis_adammoran.jpg

Tim Peare ©http://snowboarding.transworld.net/files/2010/11/alekostreng_pearce.jpg

Andy Wright ©http://snowboarding.transworld.net/files/2011/06/justinbenneeaw.jpg

Ian Ruhter ©http://snowboarding.transworld.net/wp-content/blogs.dir/442/files/2012/01/AustinSweetin_Ian-Ruhter.jpg

Daniel Tengs ©http://snowboarding.transworld.net/files/2010/12/martinruge_tengs.jpg

Clav Stubberud © http://snowboarding.transworld.net/files/2011/02/torsteinhorgmo_olavstubberud.jpg

Photo 6:http://snowboarding.transworld.net/files/06/wp1.jpg


Page 37:Texture 1: http://www.wallpaper4me.com/resize_wallpaper.php?id=3630

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PHOTO CREDITS

Texture 2: http://s808.photobucket.com/albums/zz8/2011elliebaby/?action=view&current=texturise_card-board_texture_0005.jpg

Texture 3: http://www.companylogos.ws/blog/images/july-articles/best-water-textures-13.jpg

Texture 4: http://taallyn.zenfolio.com/img/v3/p47779919-5.jpg

Texture 5: http://vectorfile.net/wp-content/uploads/2011/09/Textures.jpg

Texture 6: http://blog.barisonzi.com/wp-content/up-loads/2011/05/diving-board.jpg


Page 40:Ahriel Povich ©http://snowboarding.transworld.net/files/2010/05/gigi-ruf.jpg

Page 41:Mason Aguirre Photo 1: Jeff Curtes © http://ugc.burton.kontain.com/photo/20100907/prod_cc5023c8-09db-481c-ae69-83c931949037/tb_1920x1080.jpg

Mason Aguirre Burton Photo 2:http://cdn.snowboardermag.com/files/2009/07/masonaguirre_snowparknz-d.jpg

Page 42:Scott Serfas ©http://snowboarding.transworld.net/files/2011/09/rice_serfas_03.jpg

Page 43: Mt. Hood:http://blog.traveloregon.com/files/2008/10/luci-mt-hood.jpg

Video Player:Dragon Alliance © www.dragonalliance.com/en-us

Mail Box:High Cascade Snowboard Camp © www.HighCascade.com

Mason Aguirre:http://www.lat34.com/_/Image/_/mason_agu-irre-240x240.jpg

Gretchen Bleiler:http://i.nbcolympics.com/athletes/athlete=2459/bio/index.html

Danny Davis:http://snowboarding.transworld.net/files/2010/01/davisgrill2.jpg

Scotty Lago:http://i.cdn.turner.com/si//olympics/2010/blog/2010/02/10lago2.jpg

Hannah Teterhttp://vermontstudy.pbworks.com/f/1306328357/hannah-teter-facts.jpg

Apparel:High Cascade Snowboard Camp © www.HighCascade.com

Page 44:Julian Petry ©http://snowboarding.transworld.net/files/2010/12/arthurgirault_julianpetry.jpg

Page 45:Jeremy Miller ©www.jmillsent.com

Page 46:Scott Serfas © http://snowboarding.transworld.net/files/2010/09/marksollars_by_scottserfas.jpg

Page 47:Letterhead:http://snowboarding.transworld.net/files/2010/06/wp2.jpg

Business Card / Front: Scott Serfas © http://snowboarding.transworld.net/files/2010/09/marksollars_by_scottserfas.jpg

Page 48:

Trucker Hat Template / Black:http://rlv.zcache.com/blank_hat_template-p148627686978662491z8nb8_400.jpg

Trucker Hat Template / Orange:http://ecx.images-amazon.com/images/I/41%2ByXkczMcL.jpg

Page 49:3/4 Sleeve T-Shirt:http://speckyboy.com/wp-content/up-loads/2010/06/tshirt_template_28.jpg

Button Template:http://rlv.zcache.com/blank_button_template-p145251360679842915z745k_400.jpg

Orange T-Shirt Template:http://2.bp.blogspot.com/_UE9622nVG98/SxnOHYnZK4I/AAAAAAAAAkE/qI_ufheY4dk/s320/T_Shirt_Template_by_emuman.png


Page 57:Bob Plumb ©http://snowboarding.transworld.net/files/2011/02/dan_brisse_bob_plumb.jpg

PHOTO CREDITS

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Hustwayte_11.4.3.pdf