GR604 Student Rebranding Project: Airwalk Visual Standards Guide

VISUAL STANDARDS GUIDE

Student Rebranding Project

That is the most fun part of skateboarding, the challenges. There are always new possibilities.

—Nyjah Huston, American skateboarder

1 Overview

Overview Timeline Mission Statement Keywords

OverviewOne of the most crucial facets of rebranding is to maintain the currency of the brand and follow trends within the industry. By rebranding your image, it can not only attract new customers but also achieve new goals. In order to stand out from other competitors, using strategic methods to give Airwalk a new shape is the ultimate goal.

Timeline

Airwalk originated as a start-up skate shoe company in 1985

By the end of 1987, Airwalks were available in over 100 styles, selling for relatively low prices, between $20 and $30.

1985 1987 1986 1990

Airwalk was founded by Bill Mann and George Yohn. While developing the technical aspects of the new type of shoe, Mann also went to work on its styling.

Airwalk started to sell in Europe market.

Airwalk weathered the collapse of its core skateboarding market. The sudden proliferation of skateboard parks across the country soon sparked a backlash against the sport. Many of the skateboard parks were closed, and Airwalk saw its sales slump to $8 million.

Airwalk stepped up its advertising budget, in part to counter attempts by Nike--then facing a drop in demand for basketball shoes as the athletic market as a whole began to slip —and others moved to enter the action sports arena. Spending $30 million in 1995, the company pledged another $40 million for 1996.

1991 1995

1994

Airwalk had taken the lead in sales of snowboarding boots, just as snowboarding was becoming the country’s fastest growing sport.

Airwalk rebrands and devotes its efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life.

2022 1999

Airwalk moved its company to Denver Colorado, and it was purchased by Sunrise Partner.

Brand Mission

We devote our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life.

Keywords

Active

We are dedicated to promoting an active lifestyle for people who lead a challenging and explorative life.

Innovative

We aim to create innovative products for people.

Passionate

We deliver our passion and growth with opportunities in this community.

Visual Guide

In this development, we will demonstrate how to use our new logo properly on any approved application and showcase the new Airwalk logo. It includes the concepts of the logo, the structure of the logo, clear space, colors, logo don’t, etc.

Our New Logo

Concept generating—in order to give Airwalk a new impression, we integrate Airwalk’s previous ideas and combine them with new expended ideas for rebranding. By doing this, we will be able to have a new impression of Airwalk in the future.

Logomark

Logotype

Airwalk New Logo

Horizontal Lock-up

In order to apply Airwalk logo on multiple different application, we also develop horizontal version. The horizontal logotype aligns with the logomark horizontally with no space distance.

Logomark

Logotype

Airwalk New Horizontal Logo

Our Logomark

The logomark is structured by 3 core concepts. It contains the letter “A,” an invisible star and an upright arrow.

Concept 1 Letter “A”

The letter “A” stands for the brand name of Airwalk itself.

Concept 2 Invisible Star Stars—huge celestial bodies which represent infinite possibilities from outer space. It denotes that we put our effort into opening a new page and giving new possibilities for this brand.

Concept 3 Upright Arrow + Trail

The upright arrow and the shape of the trail indicate that we push our limits to pave the way for helping Airwalk move forward in this innovative and ever-changing community.

Our Logotype

The Futura typeface has a unique, clean and innovative mood. Using Futura typeface as a reference typeface adds a good spice to Airwalk. In this logotype development, we made some differences between the Futura typeface and Airwalk logotype.

AIRWALK

Adjust the sharp apex of letter “A”

Adjust the mid-arm of letter “R”

Futura Bold

Adjust the apex angle of letter “W”

Adjust the crossbar of letter “K”

The Structure of the Logo

The structure of the logo shows the unique and particular space, which captures people’s attention. We have to follow this standard every time in order to ensure that the Airwalk logo is consistent on all approved applications.

Clear Space

The clear space of the logo showcases the adjacent area of logo itself. Do not place any graphic elements inside of this area. It will influence the visual aesthetics of the logo.

Typography

As Airwalk marches forward, the typeface— Nimbus Sans also evolves together with time. It facilitates the unity of Airwalk’s entire visual system and personality. Also, it will help Airwalk deliver a clear message as well as its brand recognition and familiarity.

Primary Typeface: Nimbus Sans Family

Nimbus Sans font family is a clean and ultra-modern sans-serif typeface. This typeface was designed based on Helvetica font. However, it is more refined than Helvetica, and it improves some other mistakes of the original Helvetica font. Due to its versatility, we can see this typeface has been used on websites, social media posts, advertising, book covers, logos, brochures and other design projects.

Nimbus Sans Black

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Black Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Bold Italic ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Regular Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Nimbus Sans Light Italic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijlmnopqrstuvwxyz 1234567890

Colors

The color scheme plays a vital role in brand identity. It is also a highly influential medium in branding.

Orange Color

The color orange gives a sense of motivation to people to live an active lifestyle.

Oxford Blue Color

The color oxford blue is originally a highly soughtafter achievement for Oxford student athletes. Using this color, we uphold a challenging spirit for Airwalk to expand into more brand new possibilities in other extreme sports in the future.

PANTONE Orange 021 C C 0 M 82 Y 100 K 0 PANTONE 7694 C C 100 M 77 Y 34 K 20 C 0 M 0 Y 0 K 0 PANTONE Black C C 67 M 64 Y 67 K 67

R 255 G 81 B 0 HEX ff5100 R 13 G 67 B 107 HEX 0d436b R 255 G 255 B 255 HEX #ffffff R 45 G 42 B 38 HEX #2d2926

Don’ts

A. Do not rotate the logo.

B. Do not misplace the logomark and the logotype.

C. Do not skew or squeeze the logo.

D. Do not add a shadow effect or other effects on the logo.

E. Do not apply inappropriate colors on the logo.

F. Do not outline the logo.

G. Do not deconstruct the logo.

Logo Size Chart

This logo has lots of flexibility with sizing. We should follow this size chart as a guide when we scale up and scale down the logo.

>2 inches tall

1.5 inches tall

Vertical Version

Symbol Only

Horizontal Version

Logotype only

Vertical Version

1 inches tall 0.5 inches tall

0.25 inches tall

Symbol Only

Visual Element

This logo has lots of flexibility with sizing. We should follow this size chart as a guide when we scale up and scale down the logo.

This graphic element is derived from our new logotype. It supports our mission to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life.

Business System

The business system showcase the proper logo application and what’s mood would the brand look like. It includes the folder, letterhead, business card and envelop.

Brand Expansion

We will generate 18 possible ideas of brand expansion based on three core concepts—active, community and challenging in this phase. Next, there are at least 9 possible expansion prototypes that will be presented in this phase. Each deliverable will have 3 pictures with short descriptions in order to support our brand mission: We devote our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life.

Shape an Innovative Community

Active

SER-1 EDU-2 COBDG-2 Community

Community

EVT-1 EVT-2

PRO-4

PRO-1

Active

ENV-1 ENV-2 ENV-3 PRO-2 PRO-3

EVT-3 EVT-4

EXP-1 EXP-2

Challenging

Expansion-[Products]

PRO-1-The Photography Journal of an Active Life PRO-2-Airwalk Sports Action Camera PRO-3-Airwalk Snorkeling PRO-4-Airwalk DJ Controller

Expansion-[Environment]

ENV-1-Urban DJ Music Set ENV-2-Street Graffiti Class ENV-3-Parkour with Airwalk Expansion-[Service]

SER-1-Sneaker Trading

Expansion-[Events]

EVT-1-Sunday Street Art Book Fair EVT-2-Airwalk X Scooters EVT-3-Dancing Competition EVT-4-Rollerskating with Airwalk

Expansion-[Experience]

EXP-1-Airwalk Outdoor Movie Weekend EXP-2-Go Parachuting with Airwalk

Expansion-[Education]

EDU-1-Snowboard Painting Class EDU-2-Manage your time for an Active Life

Expansion-[Co-branding]

COBDG-1-Co-branding with Tattoo Studios COBDG-2-City’s Café Co-Branding

Expansion[Products]

PRO-1

The Photography Journal of an Active Life

Aspire to Have an Active Life

A photography book shows skateboard culture in street life and an active life.

Mission-Focus

The photography journal reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by portraying moments of an inspiring lifestyle.

Similarities

Skateboarder book by Thomas Sweertvaegher.

Niche Point

Airwalk’s skateboard photography book focuses on people who have a huge passion for street culture and urban music.

PRO-2

Airwalk Sports Action Camera

Record your Active Life

Airwalk professional action camera can color people’s lives. It has 4k resolution, 170° wide-angle and waterproof body that can help people record their active lifestyle.

Mission-Focus

Airwalk sports action camera supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by documenting and enjoying the challenges while people are playing sports.

Similarities

GoPro, HLS and AKASO.

Niche Point

The Airwalk action camera can link up with the app on your phone. It not only can track the particular angle to shoot a better photo but also can record good quality videos when people are playing sports. Airwalk also provides an online community that people can share their photos with each other.

Link to Airwalk Active Life App

Active Community Challenging

PRO-3

Airwalk Snorkeling

Enjoy the Snorkeling Life with Airwalk

A collection of Airwalk snorkeling accessories can open a new page for people who would like to participate in snorkeling.

Mission-Focus

Airwalk snorkeling reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity for people to experience challenges while participating in water activities.

Similarities

DIPUKI, DIVELUX and ORSEN.

Niche Point

Airwalk’s snorkeling gear not only can pair with the action camera but can also provide practical functionality by incorporating an ergonomic snorkeling mask and breathing tube.

Link to Airwalk Outdoor Activities

PRO-4 Airwalk DJ Controller

Create your Music with Airwalk

People can use the Airwalk DJ controller to create beats and make harmonious melodies for music lovers everywhere.

Mission-Focus

Airwalk DJ controller reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the chance for people to enjoy progressive music.

Similarities

Pioneer and Soundcloud

Niche Point

Airwalk provides a music platform app that people can share their music creations with each other. Therefore, people can catch the latest music trends.

Link to Airwalk Active Life App

ENV-1

Urban DJ Music Set

Immerse in your Urban Music

By playing urban and progressive music in skateparks, we can create opportunities for different groups to interact and share their music tastes.

Mission-Focus

Urban DJ music set reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the chance for people who want to dance and make connections with like-minded people.

Similarities

City Parks Foundation.

Niche Point

Airwalk’s urban DJ music set will focus on playing urban and progressive music at skateparks. We provide opportunities that people can share their music taste with each other and make impromptu music together.

Link to Airwalk Urban Community

ENV-2 Street Graffiti Class

Show off your Artwork through the Community Incorporating graffiti into public spaces can be used as a community reactivation tactic. We provide graffiti classes that allow young teens to spray paint on street walls or urban skatepark.

Mission-Focus

The street graffiti class emphasizes our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity for young people to express themselves authentically.

Similarities

1AMSF, Street Art Cities, Haight Street Art Center.

Niche Point

By combining street graffiti culture and urban progressive music, Airwalk also focuses on creating a passionate connection between people.

Link to Airwalk Urban Community

Active Community Challenging

ENV-3

Parkour

with Airwalk

Become a Traceur with Airwalk

In order to expand our brand and pay our spirit forward, we gather the people who are parkour lovers to build our passionate community in urban parks.

Mission-Focus

The event of Parkour with Airwalk reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity for people to explore urban life.

Similarities

California parkour community (PKCali).

Niche Point

Parkour is going to be a huge action sport in the future. The Airwalk community will link up with parkour groups in order to explore the urban life in cities, which would be more interactive and intriguing.

Link to Airwalk Urban Community

Expansion[Service]

SER-1

Sneaker Trading

Trade your Fashion

We provide a modern sneaker trading platform that can facilitate the trade of sneakers by finding your match or receiving an exclusive discount.

Mission-Focus Sneaker trading reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing a sustainable online sneaker trading service.

Similarities

House of Trade.

Niche Point

Airwalk’s sneaker trading provides a online friendly trading platform (App) that helps not only skaters but street-culture lovers to trade their modern shoes.

Link to Airwalk Active Life App

Expansion[Event]

EVT-1

Sunday Street Art Book Fair

Share your Insights

A street art book fair is a place that will contain pop, urban and street art culture. Therefore, people can share their insights of their lifestyle with one another on weekends in order to help cities march forward.

Mission-Focus

The art book fair reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity for art enthusiasts to share their perspectives.

Similarities

SF Art Book Fair.

Niche Point

Airwalk’s art book fair focuses on people that can make connections with new people. Book sharing sessions take place at the book fair, so people can share their insights and talk to artists, authors and painters.

Link to Airwalk Outdoor Activities

EVT-2 Airwalk X Scooters

Go Scootering with Airwalk

A street art tour around the city with a local graffiti expert can bring people on an explorative urban adventure in cities.

Mission-Focus

The scootering event reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the chance to discover street art in urban adventures.

Similarities

Atomic Scooter Tour.

Niche Point

By introducing street art culture around the city, it not only involves people who love to skateboard but also involves people who love to scooter.

Link to Airwalk Outdoor Activities

Active Community Challenging

EVT-3

Dancing Competition

Enjoy Dancing with Airwalk

A dancing competition gathers people together to enjoy their dance and share their dance perspectives with each other in urban parks.

Mission-Focus

The dancing competition supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity to enjoy urban life in parks.

Similarities

Red Bull BC One.

Niche Point

In order to promote a urban and active lifestyle, Airwalk will invite professional dancers to participates in this event. By combining the dance culture and skateboard culture, it will open a new page on the new market.

Link to Airwalk Urban Community

EVT-4 Rollerskating with Airwalk

Have an Adventure of City Rollerskating

This event generates a bridge between roller skate lovers and skateboard lovers. Therefore, they can have interactions with each other.

Mission-Focus

Rollerskating with Airwalk supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by enabling people to enjoy urban lifestyle in cities.

Similarities

World Skate, San Francisco Skate Club.

Niche Point

This event is also family-friendly. Airwalk will focus on creating a harmonious and passionate space for roller skate lovers. The target audience will include young teenagers and their parents.

Link to Airwalk Urban Community

EXP-1

Airwalk Outdoor Movie Weekend

Weekend Documentary Movie Immersion

An event of outdoor movie weekend is a place where people can share their ideas and spend time with good friends and family.

Mission-Focus

The movie immersion reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity to watch films outdoors.

Similarities

Bay Area’s Summer Outdoor Movie Nights.

Niche Point

Airwalk’s movie immersion focuses on providing a harmonious and warm space for people can spend their time on weekends. The films that will play in this event mainly concentrates on the cultural and historical stories behind action sports.

Link to Airwalk Outdoor Activities

EXP-2

Go Parachuting with Airwalk

Live your Life without Limits

This experience will be taught and instructed by professional licensed parachuting coaches. Also, this is a moment people can show their passion in life.

Mission-Focus

The parachuting experience reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity for people to experience a challenging adventure.

Similarities

United States Parachute Association and Skydive California.

Niche Point

Everyone’s journey is different. In this experience, Airwalk is highly passionate to focuses on building an environment that is welcoming to all. This activity is never to discriminate on any basis such as skin color, age, sexual orientation, etc.

Link to Airwalk Outdoor Activities

Active Community Challenging

EDU-1

Snowboard Painting Class

Unleash your Creativity on Snowboards

In order to be more innovative, we collaborate with a snowboard painting class. It not only can provide the experience for painting but also can educate people to understand our brand culture.

Mission-Focus

Snowboarding painting class reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity for art enthusiasts to customize their snowboards and skis.

Similarities

Boardworks Tech Shop.

Niche Point

The snowboard painting class will teach participants how to paint on snowboards, and how to use different materials to showcase their artwork on snowboards.

Link to Airwalk Snowboard Painting Class

EDU-2 Manage your time for an Active Life

Spend your Time Wisely

Airwalk holds a course of lecture about time management for people who wants to live an active life. In the lecture, it will teach people how to make a better career planning and have a organized and promising life schedule.

Mission-Focus

This course of lecture reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity for people to learn to individualize their schedule and invest their time wisely.

Similarities

Boardworks Tech Shop.

Niche Point

Airwalk dedicates itself to opening more possibilities for jobs for people. We concentrate on industry-university collaboration in order to help teenagers and students find their passions in the future.

Expansion[Co-branding]

COBDG-1

Co-branding with Tattoo Studios

Wear Street Clothing with Attitude

It is a good opportunity that a skateboarding brand collaborates with local tattoo studios to launch trendy clothes and accessories in order to promote an urban lifestyle.

Mission-Focus Co-branding with local tattoo studios supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by presenting art on clothing.

Similarities Sullen Clothing.

Niche Point

Previously, we often see people just wearing basic graphic skateboard t-shirts at skateparks. Now, Airwalk will support not only skateboard street cultures but also local tattoo cultures for building an urban life in this community.

Link to Airwalk Urban Community

COBDG-2

City’s Café Co-Branding

Sip Coffee with Airwalk

Urban life must include city’s cafe culture. It is a good opportunity to combine urban coffee culture with skateboard culture.

Mission-Focus City café co-branding reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by bridging the gap between urban life lovers and sports lovers.

Similarities

Stumptown Coffee.

Niche Point

Airwalk will hold coffee meetings with skateboarders and coffee lovers in order to build promising networks and progress street lifestyle in cities.

Link to Airwalk Urban Community

Active Community Challenging

The Airwalk sports action camera can record the lives of people who participate in extreme sports.

Expansion Prototype 1

PRO-2

Airwalk Sports Action Camera Mission-Focus

Airwalk sports action camera supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by documenting and enjoying the challenges while people are playing sports.

The Airwalk action camera captures every small moment in our lives.

Record your Active Life

Airwalk professional action camera can color people’s lives. It has 4k resolution, 170° wide-angle and waterproof body that can help people record their active lifestyle.

Similarities

GoPro, HLS and AKASO.

Niche Point

The Airwalk action camera can link up with the app on your phone. It not only can track the particular angle to shoot a better photo but also can record good quality videos when people are playing sports. Airwalk also provides an online community that people can share their photos with each other.

Link to Airwalk Active Life App

Snowboarders

can use the Airwalk action camera to catch different angles of their movements when they go snowboarding.

Airwalk snorkeling gear helps water activity lovers to explore the adventure in the ocean.

Expansion Prototype 2

PRO-3

Airwalk Snorkeling Mission-Focus

Active Community

Community

Airwalk snorkeling reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity for people to experience challenges while participating in water activities. Challenging

Airwalk snorkeling gear pairs with the action camera that creates a comfortable feeling for people who enjoy and engage in water activities.

Enjoy the Snorkeling Life with Airwalk

A collection of Airwalk snorkeling accessories can open a new page for people who would like to participate in snorkeling.

Similarities

DIPUKI, DIVELUX and ORSEN.

Niche Point

Airwalk’s snorkeling gear not only can pair with the action camera but can also provide practical functionality by incorporating an ergonomic snorkeling mask and breathing tube.

Link to Airwalk Outdoor Activities

This is the moment when snorkeling lovers are feeding the shark whales.

Urban skateparks are spaces where young people can unleash their creative ideas and showcase their art skills.

Expansion Prototype 3

ENV-2

Street Graffiti Class

Mission-Focus

The street graffiti class emphasizes our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity for young people to express themselves authentically.

Spray painting is a common way to spice up urban skateparks.

Show off your Artwork through the Community

Incorporating graffiti into public spaces can be used as a community reactivation tactic. We provide graffiti classes that allow young teens to spray paint on street walls or urban skatepark.

Similarities

1AMSF, Street Art Cities, Haight Street Art Center.

Niche Point

By combining street graffiti culture and urban progressive music, Airwalk also focuses on creating a passionate connection between people.

Link to Airwalk Urban Community

Nowadays, urban skateparks are filled with lots of graffiti art and street art that can inspire and engage young people to realize their potential.

This skateboarder is using the Airwalk sneaker trading app to sell their used sneakers online.

Expansion Prototype 4

SER-1

Sneaker Trading Mission-Focus

Sneaker trading reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing a sustainable online sneaker trading service.

The Airwalk sneaker trading app mainly focuses on skateboard shoe trading, but people can also trade their different brands of shoes online.

Trade your Fashion

We provide a modern sneaker trading platform that can facilitate the trade of sneakers by finding your match or receiving an exclusive discount.

Similarities

House of Trade.

Niche Point

Airwalk’s sneaker trading provides a online friendly trading platform (App) that helps not only skaters but street-culture lovers to trade their modern shoes.

Link to Airwalk Active Life App

This is one of the screens that sneaker lovers use on the Airwalk sneaker trading app to trade their shoes with other people online.

Rollerskating is always a warm event that supports a good relationship between kids and parents.

Expansion Prototype 5

EVT-4

Rollerskating with Airwalk Mission-Focus

Active Community

Community

Rollerskating with Airwalk supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by enabling people to enjoy urban lifestyle in cities. Challenging

This enjoyable rollerskating moment generates positive energy among family members.

Have an Adventure of City Rollerskating

This event generates a bridge between roller skate lovers and skateboard lovers. Therefore, they can have interactions with each other.

Similarities

World Skate, San Francisco Skate Club.

Niche Point

This event is also family-friendly. Airwalk will focus on creating a harmonious and passionate space for roller skate lovers. The target audience will include young teenagers and their parents.

Link to Airwalk Urban Community

Instead of skating in rinks, we believe outdoor skating is more of a challenging and adventurous journey for people who pursue an active life.

Watching an outdoor movie once a week with friends is one of the best ways to release people’s stress.

Expansion Prototype 6

EXP-1

Airwalk Outdoor Movie Weekend

Mission-Focus

The movie immersion reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity to watch films outdoors.

Packing a picnic and spending time with family and friends in parks is also an entertaining activity during summertime.

Weekend Documentary Movie Immersion

An event of outdoor movie weekend is a place where people can share their ideas and spend time with good friends and family.

Similarities

Bay Area’s Summer Outdoor Movie Nights.

Niche Point

Airwalk’s movie immersion focuses on providing a harmonious and warm space for people can spend their time on weekends. The films that will play in this event mainly concentrates on the cultural and historical stories behind action sports.

Link to Airwalk Outdoor Activities

The Airwalk weekend movie immersion motivates people to go out and enjoy the outdoorsy life with family.

Photo by Sam Kittner.

Skateboarders can enjoy every little moment with coffee in between their skating sessions in the city.

Expansion Prototype 7

COBDG-2

City’s Café Co-Branding Mission-Focus

City café co-branding reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by bridging the gap between urban life lovers and sports lovers. Challenging

Coffee culture is part of urban life, and coffee shops are a place that skateboarders can stop and chill.

Sip Coffee with Airwalk

Urban life must include city’s cafe culture. It is a good opportunity to combine urban coffee culture with skateboard culture.

Similarities

Stumptown Coffee.

Niche Point

Airwalk will hold coffee meetings with skateboarders and coffee lovers in order to build promising networks and progress street lifestyle in cities.

Link to Airwalk Urban Community

Grab a coffee and have a chat about urban life with other skateboarders in your city.

The Airwalk e-scooter can give people an unexpected experience to explore urban city life.

Expansion Prototype 8

Airwalk X Scooters

Mission-Focus

The scootering event reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the chance to discover street art in urban adventures. Challenging

An e-scooter art tour is a new life topic that people can have a conversation about with one another.

Go Scootering with Airwalk

A street art tour around the city with a local graffiti expert can bring people on an explorative urban adventure in cities.

Similarities

Atomic Scooter Tour.

Niche Point

By introducing street art culture around the city, it not only involves people who love to skateboard but also involves people who love to scooter.

Link to Airwalk Outdoor Activities

A group of skateboarders and scooterists are traveling around the city.

A street dancer is performing his dance skills on the stage in an urban park.

Expansion Prototype 9

Dancing Competition Mission-Focus

The dancing competition supports our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by providing the opportunity to enjoy urban life in parks. Challenging

If skateboarders get tired of skateboarding, they can also participate in dance competitions to have more interactions with other people in urban parks.

Enjoy Dancing with Airwalk

A dancing competition gathers people together to enjoy their dance and share their dance perspectives with each other in urban parks.

Similarities

Red Bull BC One.

Niche Point

In order to promote a urban and active lifestyle, Airwalk will invite professional dancers to participates in this event. By combining the dance culture and skateboard culture, it will open a new page on the new market.

Link to Airwalk Urban Community

The dance competition not only broadens people’s horizons but also helps people understand different street cultures.

At Airwalk parachuting event, people have a chance to experience an adventurous and challenging journey in the sky.

Expansion Prototype 10

Go Parachuting with Airwalk Mission-Focus

The parachuting experience reinforces our mission of devoting our efforts to build and shape an innovative community of people who want to challenge themselves and pursue a passionate and active life by offering the opportunity for people to experience a challenging adventure.

Through Airwalk parachuting events, people can learn how to assemble, disassemble and organize parachutes.

Live your Life without Limits

This experience will be taught and instructed by professional licensed parachuting coaches. Also, this is a moment people can show their passion in life.

Similarities

United States Parachute Association and Skydive California.

Niche Point

Everyone’s journey is different. In this experience, Airwalk is highly passionate to focuses on building an environment that is welcoming to all. This activity is never to discriminate on any basis such as skin color, age, sexual orientation, etc.

Link to Airwalk Outdoor Activities

The paraglider opens his parachute before taking off from the mountain.

shape an innovative community of people who want to challenge themselves and pursue a passionate and active life.

Deliverable Website

Conclusion

There are multiple potential brand expansions for Airwalk to rebrand its brand in the future. In this book, we generated 18 possible brand expansions based on Airwalk’s spirit and mission. Through this rebranding journey, we believe this new brand identity and image will push Airwalk to next certain level.

This is student rebranding project. Any content here are only for educational purposes and non-commercial use.

This project is only for educational purposes