BRANDINGBOOK

CHRISTOPHER GRAY

TABLE OF CONTENTS

CLIENT PROFILE ..............................................

CREATIVE BRIEF...............................................

SWOT ANALYSIS...............................................

EXPANDED TARGET MARKET...........................

COMPETITOR ANALYSIS ..................................

MOOD BOARD ....................................................

STYLE GUIDE .....................................................

LOGO DESIGN ....................................................

PRINT AD .........................................................

MERCHANDISE ..................................................

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CLIENT PROFILE

ABOUT PATAGONIA:Patagonia grew out of a small company that made tools for climbers. Alpinism remains at the heart of a worldwide business that still makes clothing for climbing – as well as for skiing, snowboarding, surfing, fly fishing, paddling and trail running. These are all silent sports. None requires a motor; none delivers the cheers of a crowd. In each sport, reward comes in the form of hard-won grace and moments of connection between us and nature.

Staying true to our core values during thirty-plus years in business has helped us create a company we're proud to run and work for. Our focus on making the best products possible has brought us success in the marketplace.

MISSION, VISION, GOALSPatagonia strives to build the best products, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.

INDUSTRYPatagonia is one of the top brands in the outdoor clothing retail industry. They focus on climbing, skiing, snowboarding, surfing, fly fishing, paddling and trail running. Their products are sold in 72 countries worldwide and they are very competitive in their industry.

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TARGET AUDIENCEPatagonia’s target market consists of a wide variety of people: males, females, and children, at any age. The company reaches a wide range of markets- specifically to outdoor lovers. This may sound broad, however, the company meets the needs of its vast majority of consumers. This is one of the reasons why its market presence is so large; the brand is well-known enough to appeal to any consumers seeking products that will last them a while, and consumers will also shop to say they are being environmentally friendly.

STRENGTHS AND CORE COMPETENCIES

- Mission, Values and Operation Activities all work together

- Strong Values

- High Quality products

- Environmentally Friendly

PRODUCTSPatagonia currently sells apparel ranging from jackets, pants, shoes, shirtsand accessories, as well as equipment including backpacks and duffelbags.

NICHEQuality, Durability, High Performance, Eco Friendly

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CREATIVE BRIEF

UNIQUE SELLING POINT Offer the best quality product while also trying to reverse the steep de-cline of the overall environmental heath of our planet.

WORD DESCRIPTION

Natural

Outdoors

Rough

Rugged

Enviornmental

Reliable

TAGLINE

What is your Patagonia

CALL TO ACTION

http://www.patagonia.com/us/home

http://www.mypatagonia.com

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SWOT ANALYSIS

STRENGTHSHigh-quality products Environmentally friendly business

Manufacturing process Low employee turnover

WEAKNESSESPrice Few store location

Few customer loyalty incentives Few high-performance finishes

OPPORTUNITIESIncrease of online spending Increase of environmental activism

Expand target market Expand to new countries

THREATSCompetition (Columbia, North Face, REI, etc)

Ageing target market

Changing activities, bodies

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EXPANDED TARGET AUDIENCE

Name: Brian Arce

Age: 30

Gender: M

Location: Santa Cruz, CA

Income Level: $60,000

Social Class: Upper-Middle

Occupation: Educational Services

Education: College Degree BA

Marital Status: Married

Hobbies: Surfing, Fishing,

Paddling

MINI BIOFor some people, the ocean just makes sense. Brian Arce is one of those people. Born to a fisherman father in Chile, he was one with the sea at a very young age and continues to stay connect with his first love. He is now works in educational services but on his days and summers off, he travels the world surfing the biggest waves you’ll ever see. And, even though Brian rides waves that should leave any normal person gleaming with confidence, Brian stays humble — just like the sea.

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COMPETITOR ANALYSIS

CURRENT TRENDS

Growth of Technology

Targeting the older generations

Emphasis on a new style, colors and designs

Increased marketing towards outdoor active consumers

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MOOD BOARD

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STYLE GUIDE

CMYK:5, 17, 66, 0

RGB:241, 206, 112

HEX:F1CE70

CMYK:0, 0, 0, 100

RGB:35, 31, 32

HEX:000000

CMYK:76, 26, 0, 0

RGB: 25, 151, 212

HEX:1997D4

CMYK:33, 0, 6, 0

RGB:165, 221, 235

HEX:A5DDEB

TYPE FACE

Destroy

ABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

Helvetica NeueABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz1234567890

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LOGO DESIGN

FULL LOGO

ABBREVIATED LOGO

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PRINT AD

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MERCHANDISE

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PATAGONIA INC.