CS: Alina Shabeshevich CW: Carly Shearer & Jake Dubs AD: J.D. Humphrey & julia Melograna
Task: To create a universal brand identity that unifies x web, gear, and event offerings, in order to expand x into a 24/7/365 brand.
Situation: X has been unable to escape the association it has with the description “extreme.�
Where familiarity occurs but no long lasting relationships exists
Opportunity: To facilitate a new identity in the action sports community and in the community at whole.
X Brand
Action Sport Community & Culture
facilitators: Consumer
Credibility in the brand starts with the x ambassadors. X is expressed through the individuals who involve themselves, allowing their collection of story mythos to tell what the brand means to them.
Though our ambassadors are the youthfully enthused, x does not put an age on youth.
X is a company about progression and provides that through sport and culture.
participants expressed there was no coach telling them what to do - reinforcing the idea of individuality and freedom.
Ambassadors are culturally stirred - want to be the first to know about tricks, music, and art.
Insight Position Promise/ strategy Pillars Personality
expn: to create an experience online we’ve added tools to participate: designing your own board, creating a playlist to ride to and listen to x game pros playlists, x radio, and create own demo tapes with a partnership with flip cam that can be shared with others.
line extension: named above ground because progressive tricks are done in the air. to improve ease of purchasing and product research we developed a kiosk for JCPenney that could also be used in wal-mart where x products are sold.
connections plan: under the five-step plan There is a short description for each steps purpose and what the target is looking for in that step. there are tactics under each step to communicate with advocates and the casual sports spectators.
movie theaters: People can take a photo and put their face in an action shot. in addition to walking away with a print copy, the pictures will run before the previews start.
Guerilla: when crashing skate parks, slap bracelets will be handed out to drive people to the web.