QUIKSILVR
THE VISUAL STRATEGY GUIDE BRAND - QUIKSILVER
NATURE OF IDENTITY 2020
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LIFE ON THE MOUNTAIN AND THE WAVE, AND ALL THE GOOD SPACES IN BETWEEN.
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TABLE OF CONTENTS
HISTORY /012 TIMELINE /014 MISSION /018 REBRANDING /020
THE VISUAL STRATEGY GUIDE
KEYWORDS /022 BRAND GRID /026 AUDIENCES /032 COMPETITION /042
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CHAPTER 01
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HISTORY
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QUIKSILVER EST.1969 Quiksilver has become recognized as the youth lifestyle and culture clothing brand within the action outdoor sports industry. This brand was born on the beach of Torquay, Australia, in 1969 by local boys, Alan Green and John Law; making wetsuits and boardshorts in their garage. Since then, Quiksilver grew increasingly to the largest and most prestigious apparel business in outdoor activities such as surfing. It has combined function, fit, art and fashion to develop boardshorts for ocean lovers across the globe. In addition to boardshorts, Quiksilver designs and produces an entire line of lifestyle apparel, wetsuits, and snow outewear available across the globe. Quiksilver's core concept of fashion with function has now been embraced by all who enjoy active outdoor sports.
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TIMELINE
The reputation of Quiksilver The birth and essence of Quiksilver
boardshorts quickly grew, and so
has been surfing. In 1969, Alan
did the demand. Quiksilver was
Green produced wetsuits with a
available all over Australia for all
loan from his father.
the top surfers.
_1969
_1975 _1973
_1976
Alan Green and John Law went into
The first licensing of Quiksilver was
business so that they could make a
to the United States. Jeff Hakman
living in Torquay and go surfing.
and Bob McKnight established
Quiksilver’s first product, and still
Quiksilver USA.
its flagship, was the boardshort.
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Europe became a licensee of
Ugg Manufacturing joins forces with
Quiksilver, and was followed by
Quiksilver Inc, publicly listed on the
Brazil, Japan, South Africa, Turkey
NYSE with combined revenues over
and Asia.
$800 million.
Quiksilver filed for bankruptcy.
_1984
_2002
_2015
_1988
_2004
The success of Quiksilver in Australia
Quiksilver becomes a $1billion
and the USA is repeated in Japan and
company. The acquisition of DC
Europe, wherever there were waves
Shoes is completed by Quiksilver.
and those willing to ride.
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CHAPTER 02
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EXPLORE MORE ADVENTURES WITH NATURE FOR MORE OUTDOOR SPORTS
MISSION
INSPIRE PEOPLE TO CONNECT WITH NATURE AND EXPLORE OUTDOOR ADVENTURES.
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REBRANDING
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REBRANDING The new Quiksilver will not only provide products, but also inspire people to connect with nature and to fulfill our mission of exploring more adventures by learning, communicating and innovating. We will also bring many future adventures of our brand extensions, promote some approaches focusing on products, services, education, enviroments, events, festivals.
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KEYWORDS
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KEYWORDS NATURE The most amazing thing about nature is its infinite variety.
EXPLORATION Exploration leads to knowledge and understanding. People like adventures of going to a new place, meeting new cultures, taking on new challenges or discovering new worlds. CONNECTION Everyone who participates in outdoor sports or spends anytime close to nature has their own special connection.
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QUIKSILVER
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AUTHENTICITY, INNOVATION, PRIDE, CONFIDENCE AND A BELIEF IN LIMITLESS POTENTIAL HAVE BEEN THE FOUNDATIONS IN QUIKSILVER.
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BRAND GRID
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BEFORE, WE WERE...
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QUIKSILVER
[ PAST DIRECTION ]
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NOW, WE ARE...
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QUIKSILVER
[ NEW DIRECTION ]
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CHAPTER 03
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AUDIENCES
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SURF COACH / LIFEGUARD
CHRIS MILLS Male / 44 years old / Malibu, California
His passion is to share his local wave knowledge and experience, because he is a Malibu native. Chris has returned back to coach the school surf team , where he went to school. He teaches anyone looking to pick up surfing , or get to the next level. He enjoys teaching kids surfing at school, because Chris can feel the youthful and energetic atmosphere from them. He has been to several countries and taught surfing lessons locally, because he is a person who loves adventure, freedom and surfing. He loves to go wherever there is sea, because he grew up on the beach and it makes him feel like home. He enjoys wave very much because he feels relaxed and makes him calm.
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OCEAN ADVOCATE
LAUREN ELLIS Female / 40 years old / Washington D.C
Lauren is a photographer who works in a local university and aquarium, and she is an ocean advocate. Last summer, she moved to Hawaii for a project to take pictures underwater. She was a little nervous about her new job, because this was her first time. She had the unique opportunity to explore some of the world’s most incredible and undiscovered natural landscapes. Since then she got a deeper understanding of how she want to live her life. She wants to bring this experience in Hawaii to her life, because she'd like to make more connection with nature. She feels that this is a personal journey she must continue, not only to explore the outdoors, but also to keep this spirit in mind.
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INDEPENDENT ARTIST
AKIRA OKADA Male / 51 years old / Oahu, Hawaii
Akira is an artist. He was an anxious kid growing up, always had a lot of insecurities. He has been pursuing his lifelong dream of becoming a professional artist since he was a child, because art was one of his protective cloaks in the world. He and his friends would frequently go to the beach after school to surf and hang out, because he was raised in a nice suburban town about 10 minutes from the coastline. He felt very at home by the ocean, this is where his love of surfing originated. He likes to be out there in the setting of being at the beach watching the surfing and pick up a canvas and start painting. Many of his works are inspired by the ocean and surf. He proudly and regularly gives back to the community whenever possible because he loves everything here.
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ENVIRONMENTAL VOLUNTEER
MATT FERNANDO Male / 60 years old / Miami, Florida
Matt is now an ocean conservation volunteer, because he realized how much trash and plastic there is in the ocean when he went backpacking all over Asia. He contributes his time and skills to help collect vital data and help support critical marine conservation work. He'd like to help the community and give back by contributing to preserve the ocean. He dives for marine surveys and cleaning everday, and then promotes marine protection knowledge, because he has a passion for marine conservation. In here, he gets to know amazing people, see things underwater that is just stunningly beautiful. His two children are also involved in this cause, because they have been affected by Matt's actual actions. He plans to hold a community event about the ocean, because he'll tell younger generation lots of knowledge he has learned .
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COLLEGE STUDENT
ANJALI NAOMI Female / 21 years old / San Diego, California
Lori currently studies accounting at San Diego State University because she loves this city. She can deeply feel the local people’s love of surfing culture, because she can always see a large number of people in the street wearing swimsuits or boardshorts. She often hears her friends talking about surfing in their own language, because the vocabularies term related to surfing fashion. She comes to the beach town early to enjoy breakfast while watching surfers fighting with the wave every weekend. She would visit surfboard shops, even though she never planned to surf, she still bought many beach shorts. She participates in activities of the local marine environmental organization every month. She plans to learn about local surfing lessons, because she prepares to learn surfing during the upcoming vacation.
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MARKETING INTERN
MARY TANG Female / 25 years old / Los Angeles, California
Mary just graduated from college and because her work, she moved to LA. She is now a marketing intern in a company. She is a party girl who participates in various social activities and likes to post photos on her social media. Recently, she is responsible for using social media to implement the Beach Life Festival. She feels anxious about the following things of this event, because she knows nothing about this new challenge . She read a lot of information about beach life and surf, because the festival will bring together multiple surf and skateboarding components. Mary has changed her previous views and liked it, because she truly felt the charm of the surfing culture and positive lifestyle as a participant of the event.
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SPORTS MOM
SUZIE LEE Female / 37 years old / Irvine, California
Suzie has a 9-year-old daughter and a 3-year-old son. She is trying to support them to be healthy and active. She likes to gather with other moms to share educational information and sports events around her neighborhood. She hopes her daughter can try different types of outdoor sports activities, get close to nature. She often takes her daughter to the beach and participates in surfing events, because her daughter can feel the charm of surfing. Her daily life is sunny and active, simple and fulfilling. She knew her daughter was gonna love it because her girl loves the beach and catching waves. She wants to buy a full set of professional surfing gear for her daughter as her daughter’s birthday gift.
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BUSINESS MAN
CHARLIE JONES Male / 32 years old / San Francisco, California
Charlie is the owner of a small private company and he is single. He is always under great pressure because he is very busy at work. He plays team sports and is always connected to friends and family, because he is an active man, . He loves fitness because it can calm him and release stress. Recently he got hooked on surfing and made rapid progress, because of the influence and guidance of his friends. He always forgets to enjoy surfing for himself because he is swamped with busy schedules. He began to think about changing himself into another way of life, like his friends did.
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COMPETITION
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COMPETITION Quiksilver has been engaged in this industry for more than 50 years, and with the development of new businesses with similar values, services and products, here are some of Quiksilver's current, adjacent and future competitors.
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CURRENT COMPETITORS
CURRENT The following companies are Quiksilver's current competitors. Whether it is surfing, skateboarding or snowboarding, their culture is similar to that of boardriding.
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Billabong
RVCA
Billabong has similar values, such as young surfers and swimmers. This attracts more surfing and beach lovers.
RVCA is a design-driven lifestyle brand and brought together by a group of like-minded individuals from various cultures.
Volcom
Hurley
Volcom has been the first brand to combine surfing, skating and snowboarding, and it has created a new future.
Hurley is an international apparel brand that based on the love of the ocean and beach culture.
Ripcurl
Dakine
Ripcurl is a surf only brand that provides major sports sponsors for most surf athletes. It was also born in Torquay, Australia.
Dakine is a Hawaiian surf brand that make gear for people who love being on the mountain or in the water.
Burton
O'Neill
Burton focuses on snowboarding, providing snowboards, boots, outerwear and accessories. It's dominated in the mountains.
O’Neill is a California surf, snow and lifestyle brand. Its initial vision of producing functional and innovative boardriding products.
Stussy
Channel Islands
Stussy is a California surfboard shaper who took his signature logo to products. It has become a symbol of skateboarding culture.
Channel Islands has grown from a local grass-roots operation to a cutting edge brand, catering to the best surfers in the world.
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ADJACENT COMPETITORS
ADJACENT As our goal to rebrand Quiksilver, the following businesses may be similar to our new mission statement and provide the same services.
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Big Agnes
Garmont
Big Agnes is an outdoor camping company that provides tents, sleeping bags, accessories and other equipments.
Garmont is a company that mainly produces hiking footwear and has extended with other outdoor equipments.
Black Diamond
Edelrid
Black Diamond is a climbing company that has provided climbing, ice and snow equipment in Utah since 1957.
Edelrid is another climbing company that provides mountaineering and climbing tools, similar to Black Diamond and DMM.
DMM
Patagonia
Similar to Black Diamond, the company produces similar products but has expanded its stores internationally.
Patagonia grew out of a small company that made tools for climbers. As well as for snowboarding, surfing, and hiking.
Five Ten
Oakley
Similar to Big Agnes, most camping equipments and climbing products. Shoes, clothing and other outdoor accessories.
Oakley is a sport and lifestyle brand, driven to ignite the imagination through the fusion of art and science.
Arc'teryx
Hydro Flask
Arc’teryx is a Canadian outdoor apparel and sports equipment company, and has now become an internationally renowned brand.
Hydro Flask mainly produces vacuum insulated stainless steel water bottles and has assisted many people in outdoor activities.
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FUTURE COMPETITORS
FUTURE In addition to skiing and surfing, there will be some new outdoor activities. Quiksilver will provide some services and values similar to its future competitors to rebrand.
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The Nature Conservancy
Surfrider
The Nature Conservancy works to save lands and waters. They use science-based approach for conservation efforts globally.
Surfrider protects California coastline and marine life, but now has more than 80 divisions globally.
World Wildlife Fund
Conservation International
The WWF is 45 years old and deals with wildlife defense and the preservation of nature.
Conservation International is a non-profit organization in the United States dedicated to providing nature protection.
American Forests
Greenpeace
American Forests is committed to helping protect and restore forest ecosystems throughout the United States.
Greenpeace was founded in 1971 after some activists jeopardized their lives while protesting against nuclear testing at Alaska.
Wilderness Society
Heal the Bay
The Wilderness Society is a non-profit organization designed to protect many natural areas in the United States.
This is a California-based research and advocacy organization that has inspired many of other ocean organizations.
Friends of Earth
Smithsonian
FOE is a champion of healthy animals, people, land, plants, air and water. It is devoted to stopping global warming.
Smithsonian is the world’s largest research complex and museum, consisting of museums, galleries and the National Zoological Park.
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ATTRIBUTES
ATTRIBUTES 5 RELEVANT/GOOD/POSITIVE WORDS
5 NEUTRAL WORDS
Authentic
Young
Memorable
Calm
Peaceful
Infinite
Healthy
Communication
Innovative
Experience
5 BANKRUPT/STALE/NEGATIVE WORDS
5 WORDS WE HOPE TO “OWN”
Elusive
Journey
Undiscovered
Prestigious
Mercurial
Diversified
Anxious
Adventurous
Simple
Responsible
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MERCURIAL
AUTHENTIC CALM
YOUNG
HEALTHY
INNOVATIVE
EXPERIENCE
COMMUNICATION PRESTIGIOUS
JOURNEY ELUSIVE
RESPONSIBLE
DIVERSIFIED
INFINITE
UNDISCOVERED
SIMPLE
ADVENTUROUS
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PEACEFUL
MEMORABLE
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COLOPHON
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DESIGNER
BINDING & PRINTING
Yinwei Wang
Blurb.com
CLASS
TYPEFACES
Nature of Identity
DIN
Fall 2020
Avenir
INSTRUCTOR
SOURCES
Hunter Wimmer
Unsplash Quiksilver
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