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Converse Global Brand toolkit

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Converse Global Brand toolkit

  2. 2. the converse block party The Converse Block Parties are street level, grassroots events deeply rooted in skate, basketball, music and street culture. In an authentic location on a sunny afternoon, these events will unite the vibrant local cultures and crews from each community with the spirit of Star Chevron through sports, music, food, fashion and art.
  3. 3. 3 THE EXPERIENCE: WHAT IT IS + WHAT IT AIN’T It is important that these events stand apart from the average, hip-influencer focused branded marketing events that are common across the region. Instead, they come from an authentic, locally inspired perspective on the spirit of Star Chevron through skate, basketball, music, food, fashion, and art. Community not Exclusive Authentic not Manufactured Passion not Flashy Secondary Cities not Primary Cities Neighborhoods not Event Spaces Street Food not Fine Dining DIY not Overproduced Participatory not Passive Raw not Polished Inclusive not Exclusive Amateurs not Professionals
  4. 4. 4 IT’S ABOUT: PEOPLE int’L music talent LOCAL CITY INSTIGATORS CITY COMMUNITY The stories behind these people will form the basis of blog content for SS11 or similar. BALLERS, SKATERS, MUSICIANS, ARTISTS
  5. 5. 5 IT’S ABOUT: PLACES the block party street corners skate shops music venues skate spots community spaces local food vendors street bball courts local culture newspapers university campuses art studios local craft marketsstreet dance studios
  6. 6. 6 A WALK AROUND THE BLOCK 1. 2. 3. get the word out Intrigue: drive people online and retail to find out more. Engage: show what the Block Party is about. the block parties Converse will sponsor a full day celebration of the community. THE PARTY goes on Showcase and leverage content from the event. What people will experience when the Converse Block Party comes to their neighborhood.
  8. 8. 8 GET THE WORD OUT: LOCAL MESSAGING The “ ___” messaging should bring to life the spirit of Star Chevron on a local level. The localized phrases should call out things specific to the city and neighborhood where the Block Party is taking place. Each word should call out specific local people/places/things that feel insider and representative of the Converse/Star Chevron spirit. Localized Phrases = Neighborhood: Brunswick Street: Rose Street Skate Spot/Crew: 11th and Rail Basketball Court/Team/League: 3 on 3 Local Street Food: Kebabs Dance Crew: K Star DJ/MC/Party Crew: The Push
  9. 9. 9 GET THE WORD OUT: TEASER POSTERS Posters will be canvased three weeks prior to the event to generate buzz and interest. Neighborhood Street Dance Crew Skate Spot/Crew MusicCity DJ/MC/Party Crew Basketball Court/Team Local Street Food Rapper
  10. 10. 10 GET THE WORD OUT: EVENT POSTER One week prior to the event, Block Party details will be posted, driving people to retail to pick up tickets.
  11. 11. 11 GET THE WORD OUT: COLOR COMBINATIONS All markets will have a set of 12 pre-set color combinations. The colors have been carefully selected to reflect the Block Party spirit, Star Chevron brand, and should remain in their set combinations. Correct Incorrect Mixed up color from other combinations. Background color from other combinations. Background and type color reversed. Type color from other combinations.
  12. 12. 12 GET THE WORD OUT: COLOR PALETTE Background C0 M48 Y100 K0 Pantone 144 Background C0 M52 Y100 K64 Pantone 161 Background C100 M45 Y0 K18 Pantone 301 Background C68 M0 Y100 K24 Pantone 363 Background C82 M100 Y0 K12 Pantone 268 Background C6 M0 Y7 K9 Pantone 441 Background C0 M12 Y28 K0 Pantone 155 Background C0 M79 Y100 K0 Pantone 179 Background C85 M19 Y10 K0 Pantone 299 Background C0 M1 Y92 K11 Pantone 611 Background C79 M0 Y100 K75 Pantone 350 Background C0 M55 Y8 K0 Pantone 211 Type C0 M100 Y60 K55 Pantone 195 Type C69 M7 Y0 K0 Pantone 298 Type C0 M2 Y15 K0 Pantone 7499 Type C0 M0 Y95 K0 Pantone 102 Type C0 M30 Y100 K0 Pantone 130 Type C40 M100 Y0 K28 Pantone 249 Type C0 M79 Y100 K0 Pantone 179 Type C0 M0 Y0 K0 Type C100 M100 Y0 K58 Pantone 276 Type C100 M25 Y0 K50 Pantone 302 Type C0 M63 Y91 K0 Pantone 1655 Type C68 M0 Y100 K24 Pantone 363 Combination 1 Combination 7 Combination 8 Combination 9 Combination 10 Combination 11 Combination 12 Combination 3 Combination 4 Combination 5 Combination 6Combination 2 *All Pantone colors are solid coated
  13. 13. 13 GET THE WORD OUT: COUNTRY COLOR Color combination 1 Color combination 7 Color combination 2 Color combination 8 Color combination 3 Color combination 9 Color combination 4 Color combination 10 Color combination 5 Color combination 11 Color combination 6 Color combination 12
  14. 14. 14 GET THE WORD OUT: FONT CHOICE When choosing a font in your language to fit the “ ” lock up, it is important to make sure it’s equivalent to a bold san serif font. Australia’s font choice China’s font choice Correct Incorrect Font too thin Font too thin Wrong font style Wrong font style
  15. 15. 15 GET THE WORD OUT: LOGO LOCK UP “ ” lock up may have to be adjusted to fit your font choice. Australia’s “ ” lock up China “ ” lock up Correct Incorrect Font too thin Font too curvy Font too thick Font too thin and Star Chevron logo is wrong
  16. 16. 16 GET THE WORD OUT: LAYOUT The copy should be centered and covering most of the poster. Letter and line spacing needs to be tight but still legible. Correct Incorrect Left justified Left justified Too small Too small Too much line spacing Too much line spacing Too much letter spacing Too much letter spacing
  17. 17. 17 GET THE WORD OUT: GRASSROOTS AND GUERILLA Spreading the word about the Block Party should be executed in the same spirit as the Block Party: DIY, street level, grassroots, and not slick or overproduced. - Posters should be hung using DIY postering methods such as wheatpaste. - Identify and hang the posters in non-traditional street level locations that represent the Star Chevron brand in your market. Some examples include iconic neighborhood walls, local shop windows, community centers, basketball courts, and skate spots. - The posters should be hung in high traffic areas. It is best to hang the posters in groups (using different phrases) to make a stronger visual impact OR in succession across a series of blocks or buildings so passersby can get a sense of the bigger picture as they walk past.
  18. 18. 18 Street corners around your community GET THE WORD OUT: POSTER PLACEMENT
  19. 19. 19 GET THE WORD OUT: NON-TRADITIONAL MEDIA When possible, find situations to use eye-catching, non-traditional media placements. For example, printing on the ground with chalk or paint at local skate and basketball spots, using paper cups in a chainlink fence, overprinting on local publications or wrapping local street carts.
  20. 20. 20 Stencil at your local skate park GET THE WORD OUT: NON-TRADITIONAL MEDIA
  21. 21. 21 Chain link fence with styrofoam cups at your local streetball court GET THE WORD OUT: NON-TRADITIONAL MEDIA
  22. 22. 22 Local newspapers, cafes, flea markets, food trucks etc. GET THE WORD OUT: NON-TRADITIONAL MEDIA
  23. 23. 23 1. GET THE WORD OUT: ENGAGE
  24. 24. 24 GET THE WORD OUT: CONVERSE FACEBOOK EVENT PAGE The “ ___” messages and Facebook invites will drive people to a Star Chevron Block Party event page on Facebook, where we will host the content video to get people excited, provide a platform to community partners for cross promotion, and encourage people to click “Attend” to show their participation. The Facebook event page will also drive people to retail. They can pick up a ticket to the party and get a “ city” t-shirt.
  25. 25. 25 VIDEO DIRECTION anthem wall A Block Party anthem delivered through layers of wheatpasted “ ____” posters each shouting out a different part of the DNA, uniting Converse heritage with different cities, community groups and local partners. A timelapse video depicts a tight shot of a brick wall being covered in rhythm by a series of “ ___” posters, each delivering a little part of the story: be it a piece of Block Party history (beats, eats), Converse heritage (Dr J, 1986), city names, and community partners (music venues, street vendors, DJs, artists, basketball teams, etc). Optional interactive component To make the film more interactive and viral we can make it customizable and sharable by the viewer. People could type in their own favorite local spots which would then appear as “I *>” messages on some of the posters in the video. This technique would amplify the local pride of the video and make it more likely to spread between people and communities.
  26. 26. 26 GET THE WORD OUT: COPY GUIDELINE The tone of voice when communicating at and about the event should feel casual, local, playful and from the street. Drawing from the language found in hip hop, skate, basketball and street culture. Find a writer in your market or someone on your team or who understands how to capture the tone of the Block Party for your market. They should identify the local partners and phrases that will work well for the posters, rooted in street culture and a celebration of the local community. It is best to test the poster phrases with some young people from your local target, make sure that the phrases you will use resonate with the kids in the local hip hop, street culture and street sports scene See event copy example here: Bring your friends down to the “ Brunswick” Block Party on April 26. An afternoon bash on Rose Street with 3 on 3 bball tourney, K-Star Dance crew, Melbourne’s best street food, loud music, DIY t-shirts, and so much more that’ll make you wanna shout out your city.
  27. 27. 27 RETAIL FLOW GET THE WORD OUT THE PARTY GOES ON facebook block party event page facebook converse group page “ ____” posters, online banners, in situ block party pr event blog stories, online editorial party mobile retail “ ____” windows + in-store – pick up event ticket – “ city” t-shirt – pick up block party mixtape and zines – click “attend,” – message to go to retail for ticket + t-shirt gwp
  28. 28. 28 RETAIL DRIVERS Event invite: (Standard version 1) Pins can act as entry tickets and accessories. Event invite: (Standard version 2) Party goers can use this stencil invite to tag anything they like with the “ ___” icon.
  29. 29. 29 RETAIL DRIVERS Event invite: (Standard version 3) Sticker invite. Front peel off sticker Back
  30. 30. 30 RETAIL DRIVERS limited edition collectibles “ ____” t-shirts can be purchased at retail. community zine The zine is made of pre-printed materials, with cut-up local venue menus, calendars, newspapers. Users can go to different places in the community to get discounts and stamps.
  31. 31. 31 in-store “ ____” wall “ ____” can be filled in in stores. window displays Pre-printed newspapers/posters overprinted with local “ ____” RETAIL EXPERIENCE
  32. 32. 32 THE BLOCK PARTY-MOBILE Leading up to the party, transform local trucks into mini Block Party-mobiles, complete with BBQ, dancers, stencil station and mixtape music. Covered with “ ” messages announcing the party, they will hit up spots around retail and beyond, tweeting their whereabouts along the way. On the day of, they will cruise around stirring up excitement and attendees for the party.
  33. 33. 33 2. THE BLOCK PARTY The DNA of the original Block Party will be present in the street level location, the DIY local look, and hip hop sounds, infused with local street food, ballers, skaters, artists, community members.
  34. 34. 34 The location should be a place that feels authentic to the local street, skate and basketball culture. It could be a street ball court, skate spot, community center, or street corner where several venues intersect. THE PLACE
  35. 35. 35 The look of the event should feel DIY, and not overproduced or overbranded. Some visual elements can include: – Vinyl display/record album cover collection – Ghettoblaster/speaker wall – Chain linked fence with cups to spell out words, with lights illuminated at night – A mural that gets created at the event, depicting faces of the community THE LOOK
  36. 36. 36 The music should be inspired by hip hop, funk, and soul, with an international headliner paired with local DJ, MC, and bands. – Radio/live block party, streamed live online – Song dedications, live call-ins, text to get your song on the playlist THE SOUNDS
  37. 37. 37 For the basketball portion of the Block Party you need to have a court that fits the needs of your local ballers as well as help organize some local teams for a small tournament. 1. Identify local ballers and/or street basketball teams 2. Help the local players and teams to organize small informal tournament on the day of the Block Party. The games should be competitive and exciting to watch but in good spirit. 3. Pick the four most charismatic ballers to be team captains for a local community basketball game. Each baller picks their team from street dancers, musicians, street vendors, skaters and basketballers at the event, the teams will square off in front of their community. THE EXPERIENCE: Band of Ballers
  38. 38. 38 For the skate portion of the Block Party you will need to have a ramp for local skaters as well as organizing some of the local shops into a mini skate show down. 1. Identify four local skate shops to partner with. 2. Have the shops pick key riders as representatives. 3. Have the riders face off at the party for a panel of local judges to see which shop and which skater run the neighborhood. THE EXPERIENCE: KING OF SKATE
  39. 39. 39 Make DIY silkscreens and stencils of the different local “ ___” statements. Party goers can bring in their own stuff and have it overprinted with their local pride and brand. – Screenprinting of found, used, pre-printed paper and materials, such as menus, venue calendars, newspapers, t-shirts, canvas bags, vinyl records. THE EXPERIENCE: SCREENPRINTING
  40. 40. 40 Besides skate and basketball, there will be other party attractions to bring the local street culture in each community to life. These Block Party experiences are tied to local people and places, giving party goers a memorable experience to take home. – Grill off between street vendors, getting the community to pick a winner – Flea market – Breakdancing lessons “In different parts of Europe and Asia, you perform and people would just sit there. So we had to break it down. Go to Italy and grab people. ‘Get your butt up. Get up on stage, get down, shake it.’ Grab the kids, and make it seem fun.” - Afrika Bambaataa THE EXPERIENCE: COMMUNITY
  41. 41. 41 3. THE PARTY GOES ON
  42. 42. 42 THE PARTY GOES ON: MIXTAPE Limited edition mixtapes created for each market keep the spirit alive after the Block Party is over. CD’s can be picked up at retail, and a downloadable version will be available online. Mixtape CD
  43. 43. 43 THE PARTY GOES ON: ZINE In retail people can pick up zines commemorating the event with artwork, photos, people etc.
  44. 44. 44 THE PARTY GOES ON: COMMUNITY MURAL After the party, the mural can be printed for the community members to display in their venues. It can also be posted on the Facebook group page, tagged with people and places from the community.
  45. 45. 45 CONVERSE BLOCK PARTY ESSENTIAL LIST MUST HAVE Online - Converse Facebook event page Retail - “ ____” t-shirts - Window display - Mixtape CD Event - Skate - Basketball - Music - Fashion / Art - Flea market - Street food NICE TO HAVE Online - Anthem wall Retail - Block Party mobile - In-store “ ____” wall - Community zine - After party zine - After party community mural Event - Breakdancing crew - Grill off - Screenprinting
  46. 46. 46 DOCUMENTING THE EVENT It is important to document the event so that it can live beyond just the day that it takes place. All photos, video, and writing at the event should emphasize skate and basketball while feeling authentic, exciting, and in the tone and spirit of the Star Chevron Block Party. The party nor its participants should ever portrayed in a posed, forced or over-produced way. How to Zine The zine should feel DIY, overprinted on reused paper. It can contain the local Star Chevron messages, information on all of the local community partners, Block Party activity pages, places to put stamps from each vendor, blank pages to be tagged by local street artists and empty slots for polaroid pictures taken at the event. Blogging, PR, Editorial It is important to capture compelling images and videos from the Block Party featuring skaters, ballers, musicians, dancers, and community members in a fresh and authentic way. It should never feel overbranded, posed, or staged. Media It is important to spread the word through the right local media channels. This includes magazines, blogs, websites, and community groups that pertain to basketball, skate, music, and street culture. It is also important to spread the word to local influencers and tastemakers that pertain to the Star Chevron brand and the spirit of the Block Party.
  47. 47. 47 LEGAL CALL OUTS Usage and Clearance Permission and signed release of individual and group instigator are needed for any use of names, profile, photo in any form of communication and collaterals. Permission and signed contract is needed for music usage in all media and separate performance contract is needed for event performance. Grassroot Media Be mindful when stenciling, painting, posting in public and private property, proper permission and signed release is needed. Venue Permits Ensure all event location has proper venue permits and event license. When in doubt, contact Converse for legal guidance and assessment.
  48. 48. 48 TEMPLATE DELIVERABLES The Block Party Toolkit – Dec 20 1) Event Concept 2) Event Positioning 3) Event Seeding Strategy 4) Event Collateral 5) Country Color Palette 6) Font Guideline 7) Key Message Guideline 8) Non-traditional Media Reference 9) Social Media Direction (Facebook) 10) Teaser Video Direction and Local Copy Guideline 11) Retail Flow and Drivers 12) Retail Apparel Direction 13) Event Look Feel 14) Event Experience and Key Components 15) Event Location Reference 16) Post-event Content Ideas and Guideline 17) Legal Call Outs 18) Process Steps and Marketing Calendar Example Templates and Artwork – Jan 15 1) Font File 2) “ ____” Poster FA 3) Event Collateral FA 4) Apparel Spec 5) Block Party 60 Second Teaser Video Note: All final artwork are provided in English master for local language adaptation. International Music Tour provided by global – Feb 1
  49. 49. 49 BLOCK PARTY PROCESS STEPS - Set up a marketing calendar (Finalize an event date) - Identify local instigators, partnerships, media channels - Identify local city, neighborhood/ community, street, landmark, street influencers/ groups (for collateral) - Develop a local “get the word out” strategy and media plan - Send marketing plan to converse for review and approval - Identify and negotiate event space, collaborators (including international music acts if applies) - Confirm event space, performances, vendors, sound system, f/b and an event program - Create retail and event collateral (posters, giveaways, invites, event backdrop etc.) - Print production of all communication collateral and distribute - Get the word out – via retail/ street team/ facebook / social media - Brief and assign photographer, press to capture stories for post event content and recap - Block party event - Post event recap video and content after the party 3.5 months prior Each step should be approved by local country, marketing plans need to be approved by Converse as well. 3 months prior 2.5 months prior 2 months prior 1 month prior 2 weeks prior 1 day event (Sat/Sun) 2 weeks post-event Note: Above guideline is for reference only, adjust your local marketing calendar and process according to relevant logistics and planning.
  50. 50. 50 APAC CALENDAR OF EVENTS (PROPOSED) APRIL 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 -CHINA -AUSTRALIA -SINGAPORE -MALAYSIA -THAILANDINDONESIA -PHILIPPINESVIETNAM -KOREA -TAIWAN -HONGKONG -INDIA Note: China, Australia India as standalone events. Remaining markets in 2 groups, with artist/label tour linking markets together. MAY JUNE JULY
  51. 51. 51 MARKETING CALENDAR (FOR REFERENCE) JAN Create collaterals 1 month Event planning 1 month Confirm intl. music act 1 month Print production 1 month Block Party Post event content Facebook activation 1 month Street team/ PR 1 month Retail activity 1 month FEB MAR APR MAY
  52. 52. 52 APPENDIX
  53. 53. 53 BLOCK PARTY ARTIST REFERENCE/EXAMPLES Kid Cudi: Already has worked with Converse, represents laidback Brooklyn lifestyle could be a good representative for block party culture. Chail 2na(of Jurassic 5): Modern rapper with old school flavor and winning personality. Doug E Fresh: Featured in the JTP spot, ‘the original human beatbox’ is a legend from hip-hop’s early days, he has recently started to perform again. He is a direct line back to the days of the original block parties and could bring the spirit back to life. Mayer Hawthorne: Fresh singer/ producer/performer who blends the sound of motown with modern day influences like J-Dilla. Definitely harkens back to a time before block parties but brings that sound to the new century, previously collaborated with Converse for the Converse 45 series. Grandmaster Flash: Legendary pioneer of hip hop and DJing. Afrika Bambaataa: The man himself. Dam Funk: Dam Funk is an infectious funk revivalist who creates a modern twist on hip hop, funk and soul that is catchy to modern ears but sounds like it was born from a time gone by. DJ Rok One: New York dance party DJ who keeps the old school alive. His musical knowledge is immense, and his style definitely has a block party vibe.
  54. 54. 54 BLOCK PARTY ARTIST REFERENCE/EXAMPLES Aloe Blacc: Creating his own form of RB, this rapper turned singer is mixing the sound of the street with an innovative spin. Charismatic, intelligent, and wildly talented live. James Pants: A lighthearted purveyor of the “fresh beat,” an early-80’s sound with influences from 80’s soul, electro boogie, early rap. previously collaborated with Converse for the Converse 45 series. Eclectic Method: An audio visual live act that combines visual mixes of archival films, movies, and music videos with mixed party music that matches the visual genre. We could approach them for a partner ship in which they created a live A/V mix that brings 80’s hip hop and block party culture to life. Dumbfoundead: A great MC, charismatic rapper and host. Korea Thailand Regional Reccomendations Fools Gold Records: Multi genre, culturally relevant label that already throws killer NY block parties, responsible for the Ducksauce Barbara Streisand video phenomenon that captures so much of street culture today, most of this video was shot at their own NYC block party. Could be great potential partner for the Converse block parties. http://foolsgoldrecs.com Dudesweet: Party collective DJ Maft Sai: Purveyor of classic Thai funk and soul
  55. 55. THANK YOU