Muddy Water Paddle Co.BRANDING PROJECT

Kayla Moffatt & Emily Zipko

TABLE OF CONTENTS

CREATIVE BRIEF 2LOGO 4PROMOTIONAL STICKER 6BUSINESS CARD 8WEBSITE HOMEPAGE 9SHIRTS 10TANKS 11SOCIAL MEDIA CAMPAIGN 12

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CREATIVE BRIEF

OBJECTIVE:• Our objective is to increase awareness about Muddy Water Paddle Company, while emphasizing the lifestyle benefits of YOLO boarding.

AUDIENCE:• Our age range consists of late 20’s to mid-50’s with slightly more women than men.• We are targeting athletes/the active community (current runners, bikers, kayakers, paddle boarders, etc.). We want to convert them to paddle-boarders. • We are trying to build a community around YOLO boarding.• Supporting the Muddy Water brand and adopting their image will redefine these adults as active, fun-loving individuals.

STRATEGY:• Not only are YOLO boards the superior brand of stand-up paddle boards, Muddy Water is the ultimate provider of YOLO boards in Baton Rouge guaranteeing that your paddle boardingexperience will be the best quality. • It is the new sporty hobby (“the new thing”).• Buying your board through Muddy Water is more than a purchase; it is an experience.

TACTICS:• The tone of voice: laid back, accommodating, “living life to the fullest,” just for fun, taking advantage of every opportunity, open-minded.• The “live to get muddy” slogan will emphasize the fact that YOLO boarding through Muddy Water is more than just a one-time thing -- it is a lifestyle.

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COMPETITION:• Massey’s, Backpacker and online retailers are our direct competition. • Our secondary competition are other lifestyle brands and activities (biking, running, swimming, hiking, etc.).• The edge we have over our competition is the meaning and spirit behind the “YOLO” title.• Muddy Water Paddle Company has direct access to the YOLO board manufacturer. • The nature of the races is a totally different experience because of the added element of water.

CHANNELS:• We will use social media, word of mouth, free demos and events surrounding YOLO boards.

EXTENSIONS:• Our extensions will include apparel, more bumper/computer stickers, hats, towels, wind shorts, sunglasses, shoes, etc.

LAUNCH:• We will implement a new logo then organize our social media channels to effectively promote brand awareness, getting people familiar with the logo/brand.• We will host YOLO boarding race events – promoting the brand & the lifestyle.

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LOGO

• Our logo consists of the company name placed around a water droplet. This droplet shape doubles as a link between the Muddy “M” and Water “W”, creating an interesting and unique mark that will distinguish the Muddy Water Brand. The fun, yet sophisticated and striking, bold fonts of this logo characterize the brand. The soft, cool blue color palette coupled with the dark, muddy maroon accent and neutral grays help unify the logo and build an active water association.

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• The black and white logo allows for flexibility when it comes to printing or adapting the logo for commercial use.

• Eventually, the “M” and “W” droplet link mark could stand alone and still be recognized and associated with Muddy Water Paddle Company.

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PROMOTIONAL STICKER

• For our promotional sticker, which will be used on car bumpers, laptops, tablets and the like, we framed our brand name and slogan with that familair water droplet shape. Here you can see two different color options along with the application of the “live to get muddy” slogan. This slogan sums up what the public should know about Muddy Water Paddle Company -- you only live once, and you need Muddy Water to be a part of that life. Not only can they provide you with a YOLO board, but they provide you with the total experience, linking you to the community of SUP boarders they have been building since 2009.

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• While continuing to utilize the “live to get muddy” slogan, this sticker references the “muddy” side of the brand by framing the content in a mud-splatter shape. Incorporating this fun, chaotic shape into our sticker strengthens the association with the “muddy” in “live to get muddy,” intensifying the total effect of the campaign.

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BUSINESS CARD

• The clean, sophisticated, and modern look of our business card is professional yet interesting. The die-cut rounded corners will allow this card to stand out among others. Both the logo and the slogan are utilized in this design.

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WEBSITE HOMEPAGE

• This clean, boxy design allows users to easily navigate through the Muddy Water website, helping them find exactly what they are looking for. Having an image of a YOLO boarder in action on the home page is an effective way to portray the experience of YOLO boarding, enticing users to get out there and YOLO board themselves. The subtle pops of color provide visual appeal without being too gaudy.

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SHIRTS• Our shirt design is the first place where you see the usage of the “MW” droplet mark sans-text. Because the logo is largely displayed on the back of the shirt, we felt that even in the early stages of brand development, this mark would be appropriate as the pocket label on a shirt.

• The bottom shirt demostrates how you can put the black and white version of the logo on virtually any color and it still easily translates as the Muddy Water mark to the viewer.

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TANKS

• The incorporation of a tank will suit our target audiencebecause tanks are more athletic and trendy. We have a plain white version along with an example of a colored version. Also, we have two different font options that display our slogan nicely along the back of the tank.

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SOCIAL MEDIA CAMPAIGN

• Cover Photo Contest: participants are to submit a photo of any kind of YOLO boarding experience (comical, scenic, unique, impressive, etc.). Participants are to message their photo to the Muddy Water Paddle Co. Facebook page’s inbox. MW Paddle Co. will then post all the photos to their wall individually for fans to like and/or share the photo of their choice.

• These contests should be conducted for each month. The contest for the next month will take place during the prior month the next cover photo will be chosen. (Ex: the contest for the October cover photo will take place during the full month of September).

• These photo contests will create much more brand awareness, especially to the local community, while getting users involved with their brand. These contests will provide a fun competitive experience, while promoting more brand recognition and obtaining more Facebook fans.

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