Projectbookdcshoesrebrand

Project Book

TABLE OF CONTENTS

1/0 Research

2/0 Process

3/0 Style Guide

4/0 Media

1/1 About1/2 CompanyAnalysis

1/3 Target1/4 Strategy

2/1 Moodboards

2/2 Print Media

2/3 Website2/4 Logo Design

3/1 Logo

3/2 Font 3/3 Color

3/4 Textures

3/5 Images

4/1 Social Media

4/2 Guerilla Marketing 4/3 Packaging4/4 References

1/0Research

1/1About

DC Shoes invented the first skateboard stretch jean and combining the attributes of an octopus and relating it to the stretch jean. This was a great way to compete with the leading brands and giving them the edge on there advertisement. The use of the octopus would allow it to mesh with the jean and give it an identity and an outlet to creating other clothing for men and woman using The Octo Technology. The advertisement campaign would be edgy and aggressive by using a sea creature that is vey smart and aggressive. This would allow DC Shoes to have a mascot and a brand of active wear in their line of clothing as well as their jeans. DC Shoes would have to be aggressive in a sense of having print advertisement in areas where many people of all ages gather. This would allow the future customer to be introduced to “The Impossible Isn’t Impossible Anymore”.

Two friends Damon Way and Ken Block started DC Shoes in 1990. They both help the company be successful in the design of skateboard shoes. As time went on they didn’t really focus on active wear that would help a skate-boarder perform better like the other leading brands Nike, adidas, and Reebook. DC Shoes had to think about what they can make to compete with the leading brands that generally have a great way and edge to every piece of active wear that does help athlete performance. DC Shoes would work on a new logo to complete the rebranding of the brand and having a new product to compete with the leading brands. DC Shoes having a new logo that is simple and similar to the old logo shows familiarity but with a new twist.

Social Scale Out Of 10

The social performance considering its management policies and practices impacts on workers, consumers, and communities and degree of social transperancy. This would allow DC Octo Technology to compete with the leading brands and even be better than the leading companies.

Company Analysis1/2

Company Analysis

That is why the octopus and its sophistication were combined to make the stretchy jean a piece of technology that mimics the octopus. DC Shoes wanted to use like approaches but with their own uniqueness towards a rebrand and re-launch of a new product like The Stretchy Jean using The Octo Technology. The advertisement campaign is more believable with knowledge of a functional blue jean that helps performance on any level from novice to master. This approach will allow familiarization and uniqueness to the Octo Technology Jean giving the customer a simple layout of the function and performance of the Octo Technology Jean. Also how the octopus is relevant to the jean itself in letting the customers know about the campaign advertisement.

1/2

DC Shoes has had its up and downs but most certainly not an edge in having a functial piece of active wear that can enhance a skateboarder. The leading brands have a series of functional pieces of active wear that help athlete performance. DC Shoes needed to think on what to do, as a com-pany in competing with the leading brands. DC Shoes needed to figure out that a stretch blue jean would be the angle to develop an ad campaign. The other leading brands may have had a more aggressive and unique approach to the functions of their active wear but DC Shoes made a jean that can act as a fashion piece and a performance piece. DC Shoes needed to make the stretchy jean have an identity that can be easily understood.

DC Shoes wants to be aggressive on a rebrand-ing so this is a step towards a new logo with color scheme on a step towards being aggressive but fluid. The other color used will be aqua to resemble the ocean water to give the eye a smooth feel like ocean water but be a strong and vibrant to coexist with maroon on advertisements. DC Shoes will use photos of The Octo Technology Jean matched with the female and male skateboarder doing actions to show the stretch possibilities of the jean. DC Shoes will play around with several fonts that will help the design of all aspects from logo design to print advertisements. DC Shoe will use Century Gothic Regular, LeviBrush, and Teardrop these fonts are perfect for redesign because they have sharp and smooth edges. This will to show fluidity with the logo and photo and give a perfect harmony to the design process.

Target

This project is really important to DC Octo Tech.because it really needs to push on active wear. DC needs to make history and make a stand against the other leading brands to be able to compete in the active wear war. Susan Weinschenk states “If you influence peoples mood, then you can suggest tothem how to think about their decision making process”. (Weinschenk, Pg. 213)

1/3

The target audience is pre teen to adult ages of 35. DC Shoes wants to be able to allow a big age cushion because we want the product to be available to all ages. DC Shoes will find a way to not only keep the age group interested but also has to worry about being appealing to both sexes. That was a problem that was noticed in dcshoes.com. There wasn’t enough of female influence in which the other leading brands have. DC Shoes needs to not only focus on the age group but also make sure that Octo Stretch Jean is also being targeted to females preteen to 35.

DC Shoes will have to demonstrate an affective branding to be able to compete against the leading brands in active wear like Nike, adidas, and Reebok. The leading brands have every angle figured out towards their show and tell of their product. The leading brands lure the customer into making them feel secure and believable from using the choice of font to the choice of color to represent what the active wear is all about. This technique is aggressive but very straight forward to the customer, and the message of every ad made is never lost in the actual design of the product.This is what DC Ocot Technology is going to keep in mind when designing a new identity and product line. Communication is key to being able to form a relationship with the designers that will roll over towards its future customers of DC active wear. They will learn about The Octo Technology in away that will motivate them to buy the active wear and reconsider buying the leading brands.

Strategy 1/4

Process 2/0

The process is very imortant into getting the ideas and mission of the brand to be cohesive with one another. Starting with raw sketches was key into being able to brain storm all sorts of ideas that could may or may not work for the brand identity. Sketching allowed for trial and error to happen before ever taking it to the computer for final designs of logos and other media outlets.

Mood Boards 2/1

The collection of the moodboards was a way of getting inspiration and a visual of where to go with the brand.

Narrative – A 30-year-old man arrives at a local skate park on a cold gloomy day. He notices that every one there is wearing heavy winter clothing as he arrives to the skate park. Every one is looking at him with amazement because he isn’t wearing anything to keep him warm, but on the contrary he is wearing DC Octo Technology.

Print Media

“In design, products without an emotional component are lifeless and do not connect with people.”

Dan Saffer

2/2

Dan Saffer

Print Media 2/2

Website 2/3

The website needed to be quick and straight to the point to allow for easy interaction.

Logo Design 2/4

Original

Final Logo

Trial & error where key to finding the balance to support the brand. DC needed to not just focus on a jean but the whole line of clothing to be unison. The addition to the tentacle added identity but functionality towards the strecth clothing in active wear.

Style Guide 3/0

Logos 3/1

The demonstration of the font and color, We wanted to show that the logo can be used in any color of choice. DC Octo Technology wants to aim for all preferances of color so the customer could be satisfied and be able to feel the logo is personlaized to them.

Fonts

Getting the right type of font allows for the right type of feel and expression of the brand.

3/2

Century GothicAaBcCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz012345678910

TaerdropABCdefghijklmnopqrstuvwxyz012345678910

LeviReBrushAaBbCcDdEeFfGgHhIiJjKkLlMmNnOoPpQqRrSsTtUuVvWwXxYyZz012345678910

Colors

DC Octo Technology wants to be able to have zag when someone sees the rebranding and color scheme used. DC Octo Technology wants to use a fierce pink to resemble the octopus when it gets aggravated when backed into a corner. The other color used will be aqua to resemble the ocean water to give the eye a smooth feel like ocean water but be strong and vibrant to coexist with the pink on any design.

3/3

TEXTURES

DC Shoes wants to use the octopus because of the attributes associated with the octopus. The octopus legs can stretch and that is a key DC Octo Technology will use on the clothing. The octopus turns red when backed into a corner or threatened, well on this rebranding DC Octo Techonology is being threatened by not leading in active wear. The octopus will be a key factor on the rebranding and associated with the active wear to show identity.

3/4

Images

The images were very important to finding inspiration for DC Octo Technology to allow for total communication of the brand mission and direction it wants to project to viewers.

3/5

Media 4/0

The media that DC Octo Technology will launch first will be a print ad because that is where they can reach their target audience. DC Octo Technology needs to be able to ad bust on a large scale from magazines, bus stops, taxicabs, buses and billboards. That is the approach that DC Technology will aim for, to be able to be easily noticed and to give the future customers an access on the product in familiar gatherings.

Social Media

The social network is a great and easy way to allow for total communication between brand and consumer. Facebook is a great way to have socia interaction between for not only skateboard enthusiast but viewers who are interested in active wear. YouTube would allow for videos and motion graphics to be made for visual aid of the active wear.

4/1

Guerilla Marketing 4/2

Guerilla Marketing is key to having ways to get the attention of people to inform them about the brand mission. The brand needed to think outside the box and really find ways to be every where to vieiwers and get customers attention.

Packaging

The packaging needed to be special and fit the theme of the pirate life. The choice of having the treasure chest was key to not just have a shirt hanging but have the cutomer interact and make buying the clothing and experience.

4/3

ReferencesGoodguide. (n.d.) adidas. Retrieved From http://www.goodguide.com/products/338869-adidas

Goodguide. (n.d.) Reebok. Retrieved From http://www.goodguide.com/products/339032-reebok

DC Shoes.(2013) DC Shoes image. Retrieved From http://www.dcshoes.com/home/index.jsp?camp=dcdid&gclid=CI6Og_3n4roCFWxo7Aodyi8Ajw

Nike. (2013). DC Shoes image. Retrieved From http://www.nike.com/us/en_us/

adidas. (2013). adidas image. Retrieved From http://www.adidas.com/us/?cm_mmc=AdieSEM_Google-_-Trademark-B-Exact-_-Trademark-X-X-General-_-adidas&cm_mmca1=US&cm_mmca2=Exact

Reebok. (2013) Reebok image. Retrieved From http://shop.reebok.com/us/

[Octopus Image], Retrieved from http://www.pinterest.com/pin/3588874676677555/

[Dark Trees Image], Retrieved from http://www.pinterest.com/pin/142074563216487751/

[Skater Image], Retrieved from http://www.pinterest.com/pin/322851867007531505/

[Rainy Skate Park Image], Retrieved from http://www.pinterest.com/pin/84161086756829980/

[Croc Skin Image], Rertrieved from http://www.pinterest.com/pin/488570259546469312/

Goodguide. (n.d.) DC Shoes. Retrieved From http://www.goodguide.com/products/340640-dc-shoes

Goodguide. (n.d.) NIKE. Retrieved From http://www.goodguide.com/products/339008-nike

[Ramp Image]. (n.d.). Retrieved From http://boardsportsunlimited.com/wp-content/uploads/2011/02/Building-Skateboard-Ramps-1979.jpg

[Skater Image.] (n.d.). Retrieved From http://www.pinterest.com/pin/322851867007531505/

[Taxi Cab Image]. Retrieved from http://www.pinterest.com/pin/150941024984327133/

[Train Station Image]. Retrieved from http://www.pinterest.com/pin/45176802485682750/

[Bus Image]. Retrieved from http://www.pinterest.com/pin/147985537730252741/

[Brick Wall Ad Image]. Retrieved From http://download.4-designer.com/files/20130108/Roadside-blank-billboards-HD-picture-42642.jpg

[Pirate Image]. Retrieved From http://3.bp.blogspot.com/-jUB1nVDOnFs/UbEZGw7IznI/AAAAAAAAFZo/Tf3VDZoMZGY/s1600/Pirate-Clip-Art-Hoard-Preview.gif

[Vector Splat]. Retrieved From http://www.vectorsland.com/imgd/l91803-ink-splash-1-6578.jpg

4/4

References 4/4Image. (n.d.) photo http://www.pinterest.com/pin/69876231691132584/

Image. (n.d.). photo http://www.pinterest.com/pin/40954677831255810/




Image. (n.d.) photo http://www.pinterest.com/pin/463730092852564153/









Image. (n.d.). Photo http://www.pinterest.com/pin/322851867007531505/ Image. (n.d.). photo http://www.pinterest.com/pin/84161086756829980/


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Projectbookdcshoesrebrand