Visual Strategy Guide
VISUAL STRATEGY GUIDE
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Visual Strategy Guide
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Contents: 7 Introduction 8 Brand History 18 Mission Statement 23 Audience Profiles 32 Brand Grids 37 Competitor Analysis 47 Closing 48 Sources
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Visual Strategy introduction Airwalk has been a prominent name in the skateboarding world and a household name since the 1980s. They embodied the skateboarding culture and sponsored famous skaters such as Tony Hawk. Airwalk hit their peak in the 1990s selling skateboard shoes across the globe. Now in 2021 we are bringing back Airwalk with new life and a new mission. The following pages guide you through the brand, it’s soul, and its his tory, and the making of a new brand identity and mission that will take Airwalk to the next level in the evolution of skateboarding culture.
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Airwalk Brand History Airwalk was a pioneer in the skateboarding industry. Established in 1986, by George Yohn and Bill Mann, Airwalk was created to make functional, sound, and durable skateboarding shoes. They are advocates for the skateboarding culture and active lifestyles of the action sports community including skateboarding, mountain biking, snowboarding and skiing.
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"When I started skating, the older kids instructed me to go out and get a pair Airwalks asap." 10
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Airwalk attempts to enter the apparel market with little to no success.
1992
Mann is replaced as president of Items International by Lee Smith.
Skateboarding sales drop to $8 million. Mann branches out to Snowboarding and Mountain Biking.
1994
Airwalk, named after Tony Hawk’s move, is launched by Items International, selling primarily in California Surf and Skate Shops.
Sales top at $20 million.
1991
1987
Airwalks are available in over 100 styles and sold globally as trends to dress in a Cali style spread.
1989
1986
1985
Mann’s 11 year old son challenges him to make a better skateboarding sneaker.
Airwalk leads in sales of Snowboarding Boots.
Purchased by Collective Licensing International with the goal to bring Airwalk back to its roots.
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2022
CLI acquired by Collective Brand International: the owners of Payless Shoe Source and Stride Rite.
2009
Airwalk reaches an advertising budget of $40 million making Airwalk the 5th largest in athletic shoe history.
2007
1999
Airwalk is purchased by Sunrise Capital Partners and is moved to Denver Colorado.
2004
1996
1995
Airwalk records an all time high $200 million in sales.
Airwalk re-brands with the mission to encourage people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday.
Jeff Staples partners with Payless to design new Airwalk sneakers.
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Airwalk re-Branding objective Airwalk is a huge proponent of an active lifestyle, encouraging people to take risks and be adventurous. They embody the skateboard culture of community, rebellion, and creative self expression. Building on this Airwalk could develop community programs that celebrate individuality, self expression, creativity, adventure, non-conformity and rebellion. They could also build skate parks and bike ramps in underprivileged areas or create action parks in communities all over the US. Airwalk could partner with programs like the Philadelphia Skateboard Academy and sponsor Pop Up Skate Parks and skateboarding lessons across the US. Airwalk could embrace the culture they made them who they are and take them to the next level.
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BRAND SOUL:
Airwalk encourages people to rebel, to take risks, to see the world as their canvas, and to find adventure in the everyday.
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Airwalk mission statement
Our mission is to encourage people to rebel against the norm, embrace their communities, see the world as their canvas, and find adventure in the everyday. 18
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Keywords A new brand identity
REBELLION
Be rebellious: break away from the norm.
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COMMUNITY
CREATIVE EXPRESSION
Embrace your community: find others with common attitudes, interests, and goals.
Express your unique self and find adventure in the everyday.
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Audience Profiles Introduction Knowing your audience is an important facet of communication design. In order to give an audience what they what, you need to first understand who they are, where they come from, what they need and how they came to be in their situation. Creating audience profiles is like putting yourself in the shoes of the consumer and seeing the product and it’s design form their perspective. It helps us to understand what they want and need from a design and how they will perceive what is being presented to them. The following personas were created for Airwalk and the future of their company. Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new
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The Multi-Tasker Alexis Snyder 33 years old Lawyer New York, New York • Alexis like to take new routes to work because she likes to make each day exciting. • Alexis takes on challenging court cases because she finds it invigorating. • Alexis became a lawyer because everyone told her she couldn’t do it coming from a poor childhood. • Alexis told her parents when she was just 13 that she was bi-sexual, because she didn’t care if people thought it was right or wrong, she just knew it was how she felt. • Alexis fights for the underdog because she knows what it is like to struggle and not have anyone on your side. • Alexis decided to learn how to ski this winter because she wanted to try something new. • Alexis moved to New York because she was tired of living in a small town and wanted something new.
Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new 24
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The Young Skater Lucia Gonzalez 9 years old 4th grade elementary student San Diego, California • Lucy wants to learn how to skateboard like her 16 year old brother because is seems to exhilarating. • Lucy loves to go to the top of the skate park ramp and roll down because it gives her a rush. • Lucy get frustrated because her family always expects her to be into more girly things. • Lucy’s mom signed her up for ballet classes but she prefers hip hop because she feels like she is able to express herself. • Lucy refuses to dress like all the other girls and prefers to wear her brothers old clothes because she doesn’t like to look like everyone else in her grade. • Lucy wants to join a skate club because she wants to meet new friends that have the same interests as her. • Lucy wants to take hip hop classes because she thinks it would be a fun way to express herself.
Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new VISUAL STRATEGY GUIDE
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The Activist claire Johnson 20 years old Photography student in college Portland, Maine • Claire loves to people watch and take photos because she finds the captured moments to be like beautiful little treasures. • Claire photographs extreme sports because she gets a thrill out of watching their jumps. • Claire has marched in the gay pride parade every year because she is proud of being queer. • Claire died her hair blue and pink because she wanted to support her boyfriend who is trans. • Claire sneaks into abandoned buildings to take photos because she loves the thrill of getting caught. • Claire shaved her head because she had long hair her entire life and wanted to try something new and unconventional. • Claire attends rallies to fight for equality and human rights because she stands up for her beliefs and doesn’t care who knows.
Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new 26
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The City Kid Sam lewis 19 years old Works at the Pizza shop Phoenix, Arizona • Sam skates and rides BMX because he loves the thrill of doing dangerous tricks. • Sam mostly skates everywhere he goes because he loves the feeling of the wind rushing all around him. • Sam has pick pocketed cash because he wants a new board and he doesn’t care about getting in trouble. • Sam is proud of his culture and lets everyone know because he doesn’t care what others think. • Sam went tagging street walls with his friends because he has no fear of getting caught. • Sam almost got hit by a car last summer because he rides on the busy streets. • Sam would love to get a job at a skate shop because he wants to learn more about skating.
Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new VISUAL STRATEGY GUIDE
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The Adrenaline Enthusiast Yousef Amin 28 years old Youth Coordinator Lansdale, Pennsylvania • Yousef is always trying new tricks in his wheelchair, because he loves the adrenaline. • Yousef has been a fan of the X Games, because he loves watching the high jumps and cool tricks. • Yousef is always encouraging his friends to try new things because he loves to hear about their adventures. • Yousef likes to take his nieces and nephews out on adventures because he wants them to experience the joys in life. • Yousef is very positive and adventurous because he decided not to let the fact that he can’t walk hold him back. • Yousef is planning a hiking trip and needs to get an off road wheelchair because his wheels won’t make the hike. • Yousef hasn’t been able to follow his dream to ride his wheelchair on a skate ramp because there are none local to him.
Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new 28
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The Artist Eddie Cruz 32 years old Graffiti Artist and Designer Seattle, Washington • Eddie often goes on adventures to find new and unique street art because he finds it beautiful. • Eddie wants to teach kids how to paint graffiti the right way because he wants to beautify his community. • Eddie’s parents wanted him to meet a girl and start a family but he is still single because he wants to live his life and go on adventures. • Eddie has been painting graffiti since he was a kid because that is what he and his friends did for fun. • Eddie climbs out on bridges because he wants to get the best painting spot. • Eddie got his degree is graphic design because he wanted to try an new form of art. • Eddie works a lot because he is saving up to try skydiving.
Areas of Concern Finding adventure in the everyday Rebel against societal norms Takes risks and do something new VISUAL STRATEGY GUIDE
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The Perfectionist Madison Lee 27 years old Stay at Home Mom Wilmington, Delaware • Madison prefers to stay in with the kids because she likes cleaning. • She bought a Peleton for her at home workouts because all her friends got one. • Madison doesn’t really like to be outdoors because she doesn’t like to get dirty. • She wishes skateboarders would get off the roads because she finds them to be obnoxious. • She went skiing in Colorado last winter and spent most of her time inside by the fore because it was so cold. • Madison doesn’t like her kids to play sports because she is afraid they could get hurt. • Madison has been driving the same car for 10 years because she doesn’t like change.
Interests Fall Outside the Areas of Concern
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The Strict Principal Andrew Johnson 48 years old Middle School Principal Biloxi, Mississippi • Andrew likes to spend his free time outside because he enjoys tending his garden. • The kids rising through town on their bikes frustrate him because they always mess up his lawn. • Andrew prefers sports like Baseball because that is what he played when he was young. • Andrew prefers kids focus on academics because hobbies won’t get you a job. • Frank and his wife take a walk every night after dinner because they want to stay active. • Frank banned skateboarding on school property because he thinks the kids that skate cause problems. • Frank is interested in local charities because he likes to help the community
Interests Fall Outside the Areas of Concern
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Brand Grid Past Airwalk has always been a skateboarding company to it’s core. In the 90s they branched out to other action sport genres such as snowboarding and BMX and mountain biking. But their primary audience was always the skateboarder, looking for a durable, comfortable, and attractive shoe, designed for them. Life was bout finding a way to express yourself, pushing limits, taking risks, and enjoying the ride.
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Airwalk
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Brand Grid Future The future of Airwalk is about finding adventure, living an active life, and taking risks. While we want to remain true to our soul, we want to expand beyond skateboarding and encourage everyone to find their passion and add some spice and adventure to their lives. The future of Airwalk is rebellious, creative, unique and community driven.
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Airwalk
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Competitor Analysis Introduction Knowing your competition helps you to set your brand apart from everything else that is out there. Brands can bring a lot of similar features to the table. What is it that sets your brand apart from the rest and makes it desirable? On the following pages we will analyze the current, adjacent and aspirational competitors of the Airwalk brand and find the attributes that make the Airwalk brand unique.
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Competitors Current Currently Airwalk is a skateboard shoe company. Current competitors make quality skateboarding footwear.
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DC:
HUF:
DC Shoes is an American company that
a Californian skate footwear and apparel
specializes in footwear for action sports,
label that was founded by Keith Hufnagel.
including skateboarding and snow-
The label aimed to fuse skateboarding,
boarding. They also manufactures apparel,
street wear, and sneaker fashion and is
bags, hats, shirts, and accessories.
inspired by vintage American craftsmanship, design, and functionality.
ZooYork:
Adidas:
Zoo York is an American skateboarding
Adidas is a sneaker and apparel company
company. They make skateboards, t-shirts,
that also make skateboard shoes that are
hoodies, windbreakers, hats, fanny packs.
durable, protective and comfortable.
They are known for the use of graffiti and hip hop culture into their designs.
Converse:
New Balance:
Initially a basketball shoe and very popular
New Balance is a sneaker company know
as casual footwear, Converse makes Con,
for good arch support. They started
an exclusively skateboard shoe.
making a versatile skate shoe that you can wear for technical skateboarding as well as for jumping stair sets and gaps Etnies:
Vans:
A California based company that special-
Vans is an action sports sneaker and
izes in skateboard shoes and is known as a
apparel company known for the uniquely
pioneer of the skateboard industry. They
grippy rubber souls.
are owned and operated by skateboarders.
Supra:
Nike:
Based in California Supra makes skate-
A major sports apparel and sneaker
board sneakers that offers signature model
company, Nike has been making skate
shoes.
shoes since 1997.
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Competitors Adjacent Currently Airwalk is a skateboard shoe company. Adjacent companies make other athletic footwear for people who want to enjoy other sports and action sport activities.
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Saucony:
Under Armour:
Saucony is known as being one of the best
Under Armour in an American company
running sneaker brands.
that makes performance sports apparel and sneakers.
5-10:
Heelys:
5-10, now owned by Adidas, makes cycling
Heelys make sneakers with heels in the
sneakers with extra grip soles that can be
wheels that allow wearers to roll instead of
wore on and off the bike.
walk.
Nordica:
Moxi: Moxi is an American company known for
Nordica is an Italian manufacturer of ski boots and skis.
derby and outdoor roller-skates.
Burton:
Puma:
An American company founded in
Puma is German company know for their
Vermont, Burton makes snow boards and
athletic and casual footwear and
snowboard boots.
accessories.
Bauer:
Reebok:
Bauer Skate Company, is known for making
Reebok is a UK company known for their
the 1st hockey skate in which the blade is
sport wear, sneakers and attire. They are
permanently secured tot he boot.
the 1st company to put spikes in their running shoe.
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Competitors Aspirational In the future, Airwalk can take the message of encouraging people to rebel, to take risks, to see the world as their canvas, and to find adventure in the everyday. They can collaborate with skate schools to build a community of skaters that does good and takes care of the community and the streets where they live their creative lives.
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GoSkate:
Skateboard Academy of Philadelphia:
GoSkate is a nationwide skateboard school
SAP provide skateboarding lessons to
that teaches kids to ride.
students in and around the Philadelphia region. They also travel around the company teaching and raising awareness about skateboarding.
Habitat for Humanity:
California Skate parks:
Habitat for humanity is a not for profit
California Skate parks in a company that
organization that provides homes for
designs custom skate parks in California.
people and communities in need.
Big Brothers and Sisters:
MMAP:
The nations largest mentor system, big
MMAP is a community arts center in
brothers and sisters provides mentor to
California. It has The Graffiti Arts Project
boys and girls
(GAP) is a youth prevention and intervention program that teaches graffiti art as a tool for positive self-expression and an alternative to unsafe behaviors. Spohn Ranch:
Color Cartel:
Spohn Ranch is a company that designs
Color Cartel is a graffiti art program that
skate parks.
teaches the right and wrong ways to paint graffiti.
Portland Graffiti Program:
Youth Activism Project:
The Portland Graffiti Program works with
Youth Activism Project trains youth to
community members to keep Portland
became activists and leaders in their
beautiful by removing unauthorized graffiti.
communities and fight for what is right and
They also partner with local groups to
those who need a voice
support and protect public art murals.
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Brand Attributes Airwalk By looking at the attributes that describe a brand, we can look at what makes it unique and a selling point to consumers. These attributes are what make the brand soul shine through.
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Relevant / Good / Positive:
Bankrupt / Stale / Negative:
• Durable • Creative • Fresh • Leader • Signature
• Sell-Out • Out-Dated • Sneaker • Trendy • Basic
Neutral:
Claim / Own:
• Active • Skateboarding • Athletic • Functional • Comfortable
• Uninhibited • Rebellious • Pioneer • Non-Conforming • Free Spirited
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Closing A New Brand Identity In order to help a brand grow in and evolve, it is important to learn who they are at their core. Understanding a brand’s soul, helps us to understand their mission and their potential for growth. The second book in this series, The Brand Development Guide takes you on the next step of this journey as we delve into creating a new brand identity for the future of Airwalk.
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Sources Citations Information:
https://cultedge.com/airwalk-history/ http://www.airwalk.com/ https://logos.fandom.com/wiki/Airwalk https://en.wikipedia.org/wiki/Collective_Brands https://www.referenceforbusiness.com/history2/69/Items-InternationalAirwalk-Inc.html Images:
https://stock.adobe.com/
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