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PROJECTBOOK
REBRANDING
v
RESEARCHAbstract 06Introduction 08Company Overview 10Demographic 14S.W.O.T 16Creative Brief 18
STYLE GUIDE Logo Usage 36Color palette & Text 38 Images 40Texture 42Print Ad 44Postcard 48Stationary 50Web & Molbile 52
1.0
3.0
v
2.0
4.0
PROCESS
Moodbroads 24 Logo Development 26Print Ads 28Web & Mobile 30
SOLUTION
Infographic 58Print Ads 60Post Card 62 Web & Mobile App 64Social Media 66 Billboards 68References 70
RESEARCHAbstract 06Introduction 08Company Overview 10Demographic 14S.W.O.T 16Creative Brief 18
1.0
Company Overview
LA Gear is uniquely high-end style footwear with a touch if L.A fa-vor in each shoe. There is no other high-top brand like it .L.A Gear Footwear has the attitude to grab anyone attention in the day or the night. The main focus is re-branding L.A Gear and telling the world that L.A Gear is still alive and kicking. LA gear originated in the mid 80s as a small American athletic company in Los Angles, California.
L.A Gear is a company struggling in the footwear industry trying to keep with giants in the industry and regain its place to in the footwear chain. This brand is considered a fashionable sneaker. Which is bright, trendy and fun shoe. It have’s so much character and was a memorable shoe l ine in the 80s- early 90s. The brand has been forgotten or had brief memory of the company in the past when the company was going strong.
L.A Gear has a niche to establish success just like when the company was at highest point in the past. Due to fashion and trends of enter-tainment being influenced by pervious styles and trends of color ar-rangement which was popular with the brand items, the company has an opportunity to thrive for success in the shoe wear market. L.A is has been known for its odd use of vibrant combination and colors. A re-brand of this company is necessary. A beneficial way to go about this is creating a new logo, Internet or social media to have a better connec-tion with its audience, and print advertisement, which create aware-ness worldwide. These tool work together in harmony achieving the goal creating awareness and attracting its demographic for the brand.
ABSTRACTRESEARCH
Inttroduction
The campaign project is for L.A Gear Footwear. The main focus is re-branding L.A Gear and telling the world that L.A Gear is still alive and kicking. LA gear originated in the mid 80s as ath-letic company .this was period of time where changes was not traditional and was revolved around a freeness, style, comfort and fun. The brand had these qualities and was popular to be wore for basketball and tennis. It quickly rose to success and became of the best small American companies one of best sell-ing sneaker in the late 80s and early 90s. Sales nearly peaked
to 818 million.
As result of research shows that the C.E.O Greenbberg was a natural for spotting trends but ultimately thought the brand niche was secure and didn’t have to make any changes to stay rel-evant. This result of thinking lead to one of the reasons of its downfall and overspending in endorsements to revamp its image rather than focusing mostly on things to strengthen the brand image. The main source of it sales were the women shoe lines but children and men did not generate as much sales. Keeping focus on the younger demographic, male audience would take sales to a new level. The company needs to broaden their ho-rizon with audiences and there original consumers in mind with new shoe lines and footwear choices. After research shows that High-Top sneakers mostly in demand in footwear industry and
this is perfect time for the brand to restart its image.
RESEARCH
L.A. Gear evolved from entrepreneurial adven-tures of Robert Greenberg. As an entrepreneur, Greenberg had a gift of picking and riding trends. First, the one-time hairdresser incorporated a roller skating rental shop in 1979 under the name Good Times, Inc. This company eventually grew into a skate-manufacturing business, which became United Skates of America. When skate sales faded off, he spotted the profitability in selling shoelaces. Later, In 1982 Greenberg opened a Los Angeles women’s apparel store, which sold major brand name clothes, shoes, and accessories. In this store Greenberg launched the L.A. Gear clothing label.
08
Company Overview
G R E E N B U R GIt did not take Greenberg long to establish a pres-ence in the athletic shoe market. Greenberg tapped his lengthy experience with companies in the Far East to find independent companies who would pro-duce and distribute his shoes. L.A. Gear entered the athletic shoe market with the Canvas Workout shoe in 1985, and the company soon met with great success. Greenberg’s shoe designs were targeted at fashion-conscious females between the ages of 12 and 35 who wanted stylish, comfortable shoes,
RESEARCH
C o n c l u s i o nL.A Gear needs to rise back being a top brand in the shoe industry. L.A Gear has the opportunity to hit the market and demographic strong. The brand needs to focus on its and spread awareness suitable for past and new gen-eration. This unique and vintage brand would be able to take this brand onto another gear. This is able to achieve through social media and print advertisement. A new look for the logo would give a fresh and edgy identity that it needs to succeed. With the deliverables the L.A Gear would be able to increase sales and awareness.
10
• Fundinguniverse. (n.d.). C-history. Retrieved from http://www.fundinguniverse.com/company-histories/LA-Gear-Inc-Company-History.html
• Karen H. Wruck. (2001, November 1). The rise and fall of l.a. gear. Retrieved from http://www.turnaround.org/Publications/Articles.aspx?objectID=1806Niemi, W. (2005). LA Gear Unveils New Three-Phase Promotion Strategy. FN: Footwear News, 61(18), 6.
• (2012, March 03). Retrieved from http://www.lagear.com/history/
• (LA Gear’s Hoop Dreams). (2004). SGB, 37(8), 3.
• Darlin, D. (1993). Getting beyond a market niche. Forbes, 152(12), 106-107.
• Tyrer, K. (1994). Can L.A. Gear remain faithful to women?. Adweek Western Edition, 44(36), 8.• Niemi, W. (2005). LA Gear Unveils New Three-Phase Promotion Strategy. FN: Footwear News, 61(18), 6.• Barrett, A. (1992). L.A. GEAR STILL LOOKS LIKE AN ALSO-RAN. Businessweek, (3298), 37.
10
Color is All around Us
Color is All around Us
Demographic
RESEARCH
L.A. Gear has an advantage because of the fashion direc-tion of being influenced from previous styles and trends that were popular in the mid 80s & early 90s. The company was seen as a dominant shoe company. Gaining younger buyers would be a great value to the company sales. Younger buyers would be mostly be attractive to this type of shoe because of its fashion sense and playful quality that their lines have to offer.
WOMEN 18 - 55
TEENS 12 - 17
MEN 18 - 35
14
Swot Analysis
STRENGTH:• Shoe line with Light Up Tech Shoes• Market Leadership in woman’s fashion and children’s shoes. • Comfort of shoes. • Vibrant color selection s• Fashion Style of Footwear• Selling high top sneakers
Opportunities• International markets to grow business.• Well thought out advertising strategy to help boost sales again• They have the opportunity to return to original viewpoint of advertising• With a twist recapture marker shares
(Action Plan) results with a creation of fresh new logo that restarts the brand image and attracts it target audiences new and old. Marketing tools are need-ed to increase the brands awareness to drive sales. Also utilizing the power of social media to get the word out and having a connection with it audience.
Swot Analysis
RESEARCH
Weakness • Awareness• Promotional Advertising• Brand identity• Male demographic audience• High inventory cost• Failure to implement property a future ordering system • By hiring group of former reebok executive for a company that is not like reebok
Threats • Competition (Nike, Sketcher, Converse, and Adidas) is fierce in the industry • Advertising cost for a small company to remain competitive • The company s background of lawsuit threaten financially and in the eyes of consumers • Quality problem • Potential regulations for shoes produced oversea.
STRENGTH:• Shoe line with Light Up Tech Shoes• Market Leadership in woman’s fashion and children’s shoes. • Comfort of shoes. • Vibrant color selection s• Fashion Style of Footwear• Selling high top sneakers
Opportunities• International markets to grow business.• Well thought out advertising strategy to help boost sales again• They have the opportunity to return to original viewpoint of advertising• With a twist recapture marker shares
1616
Creative Breif
Creative Brief
bB
QUALITY
(Goal)The goal is rebranding La Gear as well strengthen the brand image. Strengthening men and teens awareness as will increase sales.
(Brand Positioning) L.A Gear is high-end fashion-able sneaker line that sells high top sneaker from basic to vibrant and sporty which blink with every step.
(USP)Demand and popularity of High-top sneakers, unique color arrangements, fashion re-vision of 80-90 style ,and having shoe line with light up technology
RESEARCH
TRENDY
Key Tenets:
QUALITY
Primary ProductsWomen,Men, and Teens Sneakers
FUNUNIQUE
USP• Demand of High-top sneakers• Fashion revision of 80-90 RETRO styles• The brand fits in the customer demand
18
Stay Urban
And Trendy
PROCESSMoodbroads 24Logo Development 26Print media 28Website Design 30
2.0
MOODBOARD
Moodboard was created after research to estab-lish mood through imagery,text and style to the attitube essence of the brand.
Logo development
LOGO DEVELOPMENTA new logo gives the company updated look to better attract its current and future audiences.
PROCESS
26
Print Ads
PRINT ADS
Research was done of currnert ads in the same industry .Sketches was created keeping the de-mograhic in mind and key tenets of the brand.
PROCESS
28
Website Design
WEBSITE DESIGNIn process of researching, functionality was im-portant for developing the sketches and site map-ping. Kept the customer in mind how they will be able to access the site for a easy sale or to gather information without frustration or discouragement of leaving the page .
PROCESS
30
Be Unique ...
STYLE GUIDELogo Usage 36Color palette & Text 38 Images 40Texture 32Print Ad 44Postcard 48Stationary 50Website 52
3.0
LOGO USAGENew Logo adds a freshness and a brand new look feeling. The Updated logo design is edgy and simple. The new logo will attract targeted audience II’s bold font ,vibrant color and trendy new look.
X
X
X
X W:2.07H:2.143
DO’SGRAYSCALE:
DONT’S
Do Place logo with same background color
Do mot place logo with backgrund color that are not opposite of primary color
Color Palette & Text
The colors are bold and exciting. They are used to grab attention and stand out. The colors are hip, fresh, fun and playful.
COLOR & TEXT
STYLE GUIDE
38
Imagess
Use trendy images. Focus on athletic individuals like skateboarders ,fashionable individual that are nit afraid of color, dancers, ,Musican. Most im-ages will have t be extracted from original photo.
IMAGES
STYLE GUIDE
40
Textures
TEXTURESUsed suggested imagery and texture elmemts. Product will be placed at the lower left corner with the link to the brands website located at the lower right corner under logo on the right side
STYLE GUIDE
42
Print Ads
Used suggested imagery and texture elmemts.Product will be placed at the lower left corner witn the link to the brands website lcated at the lower right corner under logo on the right side
PRINT AD
STYLE GUIDE
44
Do You Feel It ...
Do You Feel It ...
Post Card
POST CARDPostcards sent to homes will work as an tool for marketing with print. Post card will be effective way to generate awareness ,create online pur-chase and increase web visits .
STYLE GUIDE
48
Statinary
STATIONARYKeep it the layout of the stationary fresh and sim-ple. Logo adds a freshness and a brand new look feeling. Logo placement will be in the in the center on business cards and then upper left on applica-tions and documents.
STYLE GUIDE
50
Statinary
WEBSITE & MOBILEUse trendy images. Focus on athletic initials like skateboarders ,fashionable individual that are not afraid of color, dancers, DJ’s ,Musicans. Images that involved with the brand will be presented in the Home Page slide show .
Websie & Molbile
STYLE GUIDESTYLE GUIDE
52
Light Up the Night
SOLUTIONInfographic 58Print Ads 60Postcard 62Web & Mobile App 66 Social Media 68Billboards 70 References 72
4.0
INFOGRAPHICInfographic beginning with a brief decision about the brand. Research illustrate themarket of the shoe industry. Then styleguide showing color ,original logo ,new logo, text, and color palette. The graphicis complete with the solutions.
PRINT ADSPrint ads works as a great source of promotion.Ads are concrete and can hold with your hands not like a banner which you have to gather infoof the ad in few seconds or replay. A single ad in a single magazine may promote a product for months or even years.
Print Ads
60
SOLUTIONS
POSTCARD
Cards sent to home will generate awareness and
drive potential customers to the LA Gear website.
This application having the 10 % offer for online
purchase will increase web visits and sales.
The final design includes elements of L.A to depics
where the items are coming from and personality
.
Postcard
SOLUTIONS
62
Always Be Fresh
Always Be Fresh
WEB & MOBILE APPA website allows customer to have a certain con-nection to get information and make sales. The mobile app allows to have that connection on the go to access the website with a mobile device.
Web & Mobile App
SOLUTIONS
66
SOCIAL MEDIA Social media works to generate interest in content and encourages other to share imformation.Socail media is easily accessible to anyone with internet access. It will Increase communication for and promotes Its brand awareness
Social Media
SOLUTIONS
68
BILLBOARDSOutdoor will functions as tool to create sales and awareness with mobility. It will influences potential customers when they are mobile and most likely to make a decision to buy. Outdoors is the best way to capture exposure and decision making.
Billbords
70
SOLUTIONS
CGTextures. (Photographer). (n.d.). Fabric clothe textile. [Web Photo]. Retrieved fromhttp://www.cgtextures.com/texview.php?id=3156&PHPSESSID=5cqr04u6ovo83f7nakl7eofcq7
CGTextures. (Photographer). (n.d.). Palm. [Web Photo]. Retrieved fromhttp://www.cgtextures.com/tex-view.php?id=62616&PHPSESSID=5cqr04u6ovo83f7nakl7eofcq7
Dream Awakener. (Photographer). (n.d.). La lights. [Web Photo]. Retrieved from http://www.flickr.com/photos/dream-awakener/9535234/
Dolding, N. (Photographer). (n.d.). Retro26 vinyl lp’s . [WebPhoto]. Retrieved from http://www.gettyimages.com/
Habur. (Photographer). (n.d.). Disco chick . [Web Photo].Retrieved from http://www.gettyimages.com/
sxc. (n.d.). stationary. Retrieved from http://www.sxc.hu/browse.phtml?f=download&id=1212548
Macdonald, D. (n.d.). 5507895334. Retrieved from http://www.flickr.com/photos/danielmacdon-ald/5507895334/ Dgmata. (n.d.). young hip-hop dancer performing acrobatics. by. Retrieved from http://www.dreamstime.com/stock-photo-young-hip-hop-dancer-performing-acrobatics.-image14098970 Dgmata. (n.d.). Young urban couple dancers on dark purple light b. Retrieved from http://www.dream-stime.com/stock-photo-young-urban-couple-dancers-dark-purple-light-image14126140 Ginosphotos. (n.d.). Hree hip hop young men . Retrieved from http://www.dreamstime.com/royalty-free-stock-photo-three-hip-hop-young-men-image7969345
Shironosov , D. (Photographer). (n.d.). Group of teens. [Web Photo]. Retrieved from http://www.dream-stime.com/stock-photography-group-teens-image28376762
Arcurs , Y. (Photographer). (n.d.). Executive wearing sunglasses holds skateboard. [Web Photo]. Re-trieved from http://www.dreamstime.com/royalty-free-stock-image-executive-wearing-sunglasses-holds-skateboard-image18509366
Sanches. (Photographer). (n.d.). The dancer. [Web Photo]. Retrieved from Sanches. (Photographer). (n.d.). The dancer. [Web Photo]. Retrieved from http://www.dreamstime.com/royalty-free-stock-image-dancer-image23062176
R. Gino Santa Maria (Photographer). (n.d.). The dancer. [Print Photo]. Retrieved from http://www.dreamstime.com/royalty-free-stock-image-hip-hop-dancer-image17045626
Kineticimagery. (Photographer). (n.d.). los angles at rush hour. [Web Photo]. Retrieved from http://www.dreamstime.com/stock-photo-los-angeles-rush-hour-image7501440
http://www.dreamstime.com/royalty-free-stock-image-skater-360-flipping-contest-image369766
Cervo, D. (Photographer). (n.d.). Young woman in love. [Web Photo]. Retrieved from http://www.dream-stime.com/royalty-free-stock-image-young-woman-love-image9297636
Wangler. (Photographer). (n.d.). Teenage girls with skateboard. [Web Photo]. Retrieved from http://www.dreamstime.com/royalty-free-stock-photo-teenage-girls-skateboard-image22701755
Micth1921. (Photographer). (n.d.). Sunset beach. [Web Photo]. Retrieved from http://www.dreamstime.com/royalty-free-stock-image-sunset-beach-image7035036
kineticimagery. (Photographer). (n.d.). La rush hour . [Web Photo]. Retrieved from http://www.dream-stime.com/royalty-free-stock-photos-l-rush-hour-image7671018
Arcurs , Y. (Photographer). (n.d.). Portrait happy boy standing on the street. [Print Photo]. Retrieved from http://www.dreamstime.com/royalty-free-stock-images-portrait-happy-young-boy-standing-street-image5858969
Sanches. (Photographer). (n.d.). The dancer. [Web Photo]. Retrieved from http://www.dreamstime.com/royalty-free-stock-image-dancer-image23062176
Dudau , V. (Photographer). (n.d.). happy young woman partying. [Web Photo]. Retrieved from http://www.dreamstime.com/stock-photo-happy-young-woman-partying-image23683520
fudgegrapics. (n.d.). urban textures. Retrieved from http://www.fudgegraphics.com/2008/09/free-urban-texture-pack/
BE UNPREDICTABLE NEVER ORDINARY
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