INTRO DUCTION 2
What youâ€™re about to read is the journey of how Titus International, a small, locally owned surf school, was transformed into Titus Surf, a highly recognized company known for their charitable efforts, friendly staff, and ability to teach anyone how to surf in a positive and uplifting environment. 3
TABLE OF CONTENTS 4
COMPANY RESEARCH Who is Titus Surf? The Gromlettes Key Findings Campaign Goals
CREATIVE DEVELOPMENT 8 9 10 11
STYLE GUIDE Logo Usage Textures & Backgrounds Images Color Palette Typography
Creative Brief Mood Boards Creating a New Titus Web Development Social Networks Print Development Merchandise YouTube Videos A Radio Ad
22 23 24 26 27 28 29 30 31
FINAL DESIGNS 14 16 17 18 19
Print Collateral Social Networking Merchandise Radio Advertisement Website YouTube Channel
34 35 36 37 38 39
WHO IS TITUS SURF? According to Troy, “Titus is just a simple surf company. We love to surf and share the lifestyle and culture with others. Back in 1999, Titus started out as two boards and a smile, but here we are 14 years later still enjoying what we do best...helping people surf.” Along with great camps and excellent staff, Titus Surf is known for their charitable efforts. 15% of all profit go to helping those in need. Efforts include community outreach, volunteer work, and international mission trips. This information will also be included in the brochures, on the website, and included with product packaging.
Troy “Meat Head” Smith 8
THE GROMLETTES Titus Surf’s campaign will be developed to appeal to middle class youth who are interested in surfing as a lifestyle, a culture, and a sport. Location: South-Eastern coast of Virginia Age: 8–16 years old Gender: Male & Female Interests: Surfing, Skating, Sports
The target audience for Titus Surf consists mostly of young people. Titus Surf seeks to transform these children into groms, which is surfer slang for “young surfers”.
Titus Surf is willing to teach anyone who is able to learn. Titus Surf understands that this audience cannot enroll and participate in these classes on their own. The campaign will also cater to the parents and guardians of their audience.
KEY FINDINGS -Season runs from May 1st to October 1st -Each instructor is CPR certified -Titus dedicates 15% of profits to charity -Titusâ€™ current website is incomplete -Titus takes missions trips to Costa Rica -Prices for surf classes are cheaper than most
CAMPAIGN GOALS -Re-brand Titusâ€™s identity as an easily identifiable surf company -Raise awareness of the company in their local community -Create platforms for Company/Customer interaction -Develop a clear target audience
ACCEPTABLE USAGE OF THE TITUS SURF LOGO VERTICAL
STACKED .5” Top & Bottom .75” Left & Right
COLOR VARIATIONS NORMAL
WHITE .5” Top & Bottom .75” Left & Right
UNACCEPTABLE USAGE OF THE TITUS SURF LOGO PLACEMENT VERTICAL
COLOR VARIATIONS INVERSE
TEXTURES & BACKGROUNDS
All textures and backgrounds must be clearly recognizable as something you would see at the beach such as waves, sand, and shells. The textures above are examples of sand. The examples below are acceptable images as backgrounds as they clearly portray the beach.
All images used should portray people having fun in a surfing environment. Children who are surfing should be shown with an instructor nearby in order to communicate safety. Images should be communicate the feel of Titus Surf which is energetic, positive, and fun.
R: 0 G: 93 B: 255 Pantone 7684 C
C: 82 M: 64 Y: 0 K: 0
R: 96 G: 182 B: 232 Pantone 2915 C
C: 56 M: 13 Y: 0 K: 0
R: 242 G: 126 B: 47 Pantone 2915 C
These colors were chosen for the Titus Surf color palette because they not only express similar colors you see at the beach, but they also communicate Titusâ€™ look and feel. They are soft, vibrant, and express fun, excitement, and positivity. 18
C: 1 M: 62 Y: 93 K: 0
R: 250 G: 164 B: 28 Pantone 7684 C
C: 0 M: 41 Y: 99 K: 0
These typefaces must be used whenever copy is displayed. Bauhaus 93 is used for Titus Surfâ€™s logo type as well as headlines. Calibri will be used for taglines and general body copy. These typefaces were chosen because they are easy to read and have a styling that work well with Titusâ€™ brand and market sector. 19
CREA TIVE DEVELOP MENT
CREATIVE BRIEF Titus International is an amazing company with an even more amazing heart for helping people. Unfortunately they are not well known due to a lack of consistent marketing. The assets for the campaign were developed with the intention of reach Titusâ€™ audience quickly, efficiently, and in a way that would allow the audience to interact with the company and viceversa. I want Titus Surf to be known as a company that truly cares for itâ€™s customers because the owners and employees of the company are just like their audience, normal people who life to surf as well as the culture and lifestyle that comes with surfing.
CREATING A NEW TITUS
Titus International and the logo for the company, did not express who the company was or what they did. For the rebranding process, my goal was do develop the new brand mark of the logo and the type for the name into something that would easily communicate what kind of services the company provided. I experimented with the droplets from their original logo, surf boards, canopies from their surf camps, and waves.
WEB DEVELOPMENT The current Titus International website, although functional, is not very user friendly or complete. Some of the pages lack information while others are â€œunder constructionâ€?. This website has been redesigned from the ground up and will feature the completed version of their current website with some extra content and a functioning shop where customers can purchase merchandise. It will also have a redesigned gallery where guests can view images and videos from the surf camps.
Titus Surf will host various social networking sites such as Facebook, Instagram, and Tumblr; which will provide their audience will content such as images, videos, and stories from their camps, trips, and daily activities.
PRINT DEVELOPMENT New flyers and brochures will be developed that will have information about the company and their services. Information such as a brief summary of the company and prices for some of their services will be included as well as contact information such as their phone number and website url.
With the development of a new brand identity, a new line of merchandise must be developed along with it. Titus Surf will produce shirts, stickers, and rash guards featuring the new Titus Surf brand mark and logo. These items will be available for purchase at events and through the Titus Surf website.
Titus Surf will produce videos of their surf camps, mission trips, and events that the company participates in. These videos will be edited and uploaded to YouTube where the audience can watch and share each video that is made.
A RADIO AD Radio ads are cost effective, simple to make, and reach a large audience every time theyâ€™re played. Titus Surf can advertise on stations such as HOT 100.5 and 88.5 The Current FM. These stations share the same audience that Titus is reaching for.
FINAL DESIGNS 33
This is the newly developed Titus Surf website that replace the companyâ€™s original site. This website is clean, easy to navigate, and provides a lot of content that will offer plenty of reasons for customers to return time and time again. Each page will contain useful information and awesome pictures from the surf camps. There will also be an online shop.
Titus Surfâ€™s social media network will have a consistent look and feel. Instagram will feature images taken by the instructors at Titus Surf. Tumblr will have stories from the camps, mission trips, and charity work. Facebook will be the homepage of the social media network containing links to all of the other sources.
A YOUTUBE CHANNEL
Titus Surf will have their own YouTube channel for their audience to view awesome content. Videos will feature surf camp sessions, international trips, and other various activities from the instructors and students.
A new line of merchandise will be developed for purchase and give-aways. A set of rash guards will be created for the students and available at the online shop. Stickers will also be created and can be applied to car windows, surfboards, and just about anywhere else.
FLYERS & BROCHURES
Who is Titus Surf?! Weâ€™re just a simple surf company located in Virginia Beach, Virginia. We love to surf, therefore, we enjoy sharing the lifestyle and culture with others. In 1999, Titus started as two boards and a smile, but here we are fourteen years later still enjoying what we do best... helping you learn to surf. Surf school is our thing. We love people, life, and sharing their passion with everyone!
More than a Surf School
Want to find out more? For more information about our company, our instructors, and our awesome surf camps, you can go to www.titussurf.com
At Titus Surf we are passionate about not only helping people learn how to surf, but helping people who are in need. We dedicate of our profits to help people in our local community through volunteer work, charity events, and donations. We also go on mission trips to other countries such as Costa Rica to host free surf camps for the local youth.
Flyers and brochures will be developed and can distributed in a multitude of ways. They can be handed out at events, left on counters at local surf shops, and included in the Titus Surf product packaging. These print assets will contain information such as who Titus Surf is, what they do, prices, and contact information.
A short radio advertisement will be created. Radio ads are cost effective and can reach a large amount of people at the same time. Ads will be played on stations such as Hot 100.5 and 88.5 The Current. These stations share similar audience with Titus Surf and even offer deals to local companies such as Titus Surf.
ABOUT THE AUTHOR 40
This campaign book was produced by Jaried Frogosa as part of his Masterâ€™s of Fine Arts degree program at Full Sail University. Contact Information: Jaried Frogosa www.frogosa.com firstname.lastname@example.org
Titus Surf Campaign Project Book by Jaried Frogosa