Outdoor Voices Project Brief
Karsyn Foster Anna Grace Birley ARTS 224-002
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Background Outdoor Voices was started by Tyler Haney in 2013, a design student from Parsons and a tomboy at heart. She had a vision, saw her market, learned practical skills like Adobe and pitch drafting, did her research while working a daytime job with a design firm, used her savings, and began connecting with buyers. She began in boutiques and then J.Crew buyer, Tracy Georgiou, hired Haney to put J.Crew’s first athletic wear on the shelves. They were an absolute hit but Haney was not satisfied yet. She designed her website to bring the kit buyers to her directly. She found Austin, Texas to be in need of an activewear brand’s home. She opened her first flagship in October 2014. She even placed her store in a neighborhood to match with her community, humanity based mission statement. She troubleshooted her pitch, brought her product to meetings to get people to touch the product, and finally found her investors. She held pop-ups which 10/10 times would turn into a permanent location. Now full time in Austin, Haney is still opening new locations and gaining investors. The company is certainly #doingthings.
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Mission “We’re on a mission to get the world moving, because we believe doing things - moving your body and having fun with friends - is the surest way to a happy and healthy life. We’re freeing fitness from performance and bringing back doing things for fun. This isn’t about being first or fastest, it’s about showing up often. And that’s what we’re all about - showing up often. When you let go of the expectation to perform, that’s when the real magic happens. You learn that the joy of the game will always outlast a win. You learn that friends who sweat together, stick together. And you learn that moving creates endorphins, and Endorphins Make You Happy. We’re playing the long game in becoming the resource for recreation by sustainably reinvesting in our business to have the greatest global impact. To keep us on track, we abide by three core values. Ultimately, what we’re building is a community of vibrant and varied recreationalists who believe in the power of doing things. If you like having fun, we’ll get along.”
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People
Values Human, not superhuman. We put real people at the center of everything that we do, and we support equality and human rights for everyone.
Planet
Product
Protect our Playground. We design our product and operate our business through a lens of clarity and longevity to minimize environmental impact.
Quality above all else. We work with manufacturing partners that provide best-in-class product quality, and share our values for human rights and environmentalism.
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Ad Summary
Purpose of Ad
Possible Ideas
The purpose of this advertisement series is to not only make O.V.’s mission statement known - men and women t0 be free in any recreational setting - but to make O.V.’s values known which are product, people, and planet. We want to incorporate and intertwine O.V.’s mission statement into O.V.’s values using both aesthetic photography and typography.
1. Three different models doing three
different poses, and portraying our three different values through exclamations and filters.
2. Using 1 model, 1 pair of socks and
sneakers, 3 different poses, portraying our three different values through hashtags and filters. We chose option 2 because it would be easier to make it more conceptual as our first idea was more product based. It will also be easier to use repetition and consistency by highlighting the shoe photography over the entire model. We will have a combination of both a body and an image based conceptual ad.
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Ad Summary Lou & Grey
O.V.
6 Audience
Daily Schedule
Location
Ad Plans Our audience is a young, millennial, male and female audience. We are targeting an active audience who often feels restricted in workout apparel.
Wednesday 3/4: Photos of sneakers
and socks (3 different poses) Friday 3/6: edit photo in Photoshop, create hashtags/exclamations, & play with placement and type Monday 3/9: play with filters per value (poster)
Our main location for this advertisement will be social media. Social media is the place that we are able to target our young, millenial audience in the best as the majority are active on social outlets. We will also place our print posters at the Liberty University Recreation Center, the Liberty Atheltic Complex, & Shopping Mall Screens.
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moodBoard
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moodBoard
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moodBoard
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Works Cited
https://www.outdoorvoices.com/pages/ about-us https://www.entrepreneur.com/article/301078?utm_source=Pinterest&utm_ medium=Social https://www.pinterest.com/annagracebirley/conceptual-ad-poster-series/