Adrenalin is a full-service branding agency that specializes in strategic branding and marketing for sports, entertainment, and consumer product companies, as outlined in their overview which details their mission, services offered, client list, leadership team, and proprietary Brand XP process for defining, building, and conveying powerful brands. The document provides an introduction to Adrenalin's approach and capabilities for developing brand identities, strategies, and marketing campaigns.

2. 54 West 11th Avenue
Denver, Colorado 80204
1.888.757.5646
303.454.8888
goadrenalin.com

3. Table of Contents
Adrenalin Overview
Introduction................................................................................................2
Mission........................................................................................................3
About Us.....................................................................................................4
How We Work.............................................................................................7
Services We Offer........................................................................................8
Client List....................................................................................................9
References................................................................................................. 10
Creative Approach
Defining a Brand........................................................................................ 11
Brand XP Process........................................................................................ 12
Case Studies...................................................................................... 16
Portfolio
Brand Standards.........................................................................................22.
Collateral....................................................................................................23
Event & Stadium Signs................................................................................25
Package Design..........................................................................................27
Brand Identity.............................................................................................29
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4. Adrenalin Overview
Introduction
Adrenalin, Inc., founded Our years of results-driven Adrenalin’s success goes
in 1997, is a full-service marketing experience, beyond our creative skills.
Brand Expansion agency combined with a deliberate, We pride ourselves on
with experience ranging straightforward approach, agency professionalism
from a multitude of uniquely enable us to that is second to none.
diverse clients within the develop, expand and To us, this means projects
sports and entertainment differentiate brands for are completed on time and
industries. Specializing organizations across the within budget, while offering
in strategic branding country. Adrenalin effectively a working environment that
and ma keting—over the delivers marketing platforms consistently builds
years we have worked with that efficiently allocate long-term relationships.
hundreds of high profile marketing resources
sports, entertainment, and maximize return on
lifestyle and consumer investment. Staying on top of
product companies on current trends in technology
projects ranging from and advertising mediums,
identity development to Adrenalin strives to offer the
full campaign production, latest in strategic marketing
planning and launch. consultation to match the
needs of our clients.
The Adrenalin Way: Creativity, Experience, Professionalism, RESULTS.
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5. Adrenalin Overview
Mission
To consistently provide a platform
for our clients to accomplish revenue objectives
through brand expansion, creative design,
strategic thinking and innovative solutions.
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6. Adrenalin Overview
About Us
Dan Price
Principal/President
A co-founder of and many others triumph in Since his graduation from
Adrenalin, Dan their marketing efforts. The Art Institute of Colorado,
has served as Dan has enjoyed a illustrious
Creative Director Dan honed is creative and career and continues to
since the agency’s leadership skills while share his experiences with
inception in 1997. serving as the Creative other marketing and sports
His sports industry Director for the Denver professional through public
experience, brand Nuggets/Colorado Avalanche speaking and mentoring
development and later, Ascent Sports. programs. He serves on the
methods and ability to During his tenure, Dan Denver Steering Committee
understand client objectives oversaw the branding of for the National Sports
are keys to Adrenalin’s the teams through the Marketing Network and the
clients’ success. Recognizing development of their Advisory Council for the
the branding needs of marketing campaigns. It Sports and Entertainment
Adrenalin’s extensive list of was during this time that Management program at
national and local clients, Dan gained a wealth of the University of Colorado,
Dan led the charge in the experience and contacts Denver Graduate Business
development of Adrenalin’s throughout the industry. School.
proprietary BRAND XP Those contacts would later
process — a three-step serve as the foundation Dan enjoys snowboarding,
process that starts with necessary to start Adrenalin. cycling, hiking and fishing
a detailed analysis of an with his wife and two
organizations needs and daughters.
concludes with a complete
campaign launch and
execution. Under his
direction, the talented
members of Adrenalin’s team
have helped the Los Angeles
Kings, Chicago Fire, Harlem
Globetrotters, Denver
Broncos, Phoenix Coyotes
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7. Adrenalin Overview
About Us
Rick Fillmon
Principal/Vice President
As a company With over 25 years Rick is a graduate of The
co-founder and experience in creative, Art Institute of Colorado
Vice President information technology, and continues to explore
of Business fiscal management and new technology,
Operations at supervisory rolls, Rick communication and
Adrenalin, Rick gained “in the trenches” marketing options for
brings a variety experience working with Adrenalin through
of strengths to the Denver Nuggets and educational classes
the agency. His Colorado Avalanche. There and seminars.
operations oversight ranges he discovered his passion
from strategic planning for sports and entertainment As a Colorado native, Rick
to creative, design and creative work, after having is an avid outdoorsman and
production, along with previously worked more than enjoys spending time fishing,
estimating, scheduling and a decade with companies hunting and camping with
management. He is involved specializing in customer family and friends.
in all facets of projects at retention programs and
Adrenalin. Either working direct mail marketing for
direct with clients, internally Fortune 1000 companies.
with co-workers or managing
vendor relations, Rick tries
to approach every task with
insight and visualization
needed to achieve the goals
of our clients.
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8. Adrenalin Overview
About Us
Bryan Kimbell
Director, Account Strategy & Business Development
As the Director of Bryan brings years of In addition to Bryan’s duties
Account Strategy marketing, strategic at Adrenalin, he is an active
and Business partnership, retail and member of the National
Development, management experience Sports Marketing Network,
Bryan introduces to Adrenalin. Before the Colorado Chapter of
and explores Adrenalin, he built up his the American Marketing
new business skills through sponsorship Association and a regular
relationships, and sales for a participatory speaker for the Rocky
directs the account sports organization. He Mountain MicroFinance
strategy and progression has also held roles within Institute.
from within the agency. His professional and non-
project management and profit sports organizations, Bryan enjoys spending
oversight is a vital part of providing a unique time outside with his
the success for each client, perspective that provides wife and dog, most of
maintaining the necessary insight into execution on the the time camping, hiking,
level of strategic perspective ground level as well as top- snowboarding, and sailing.
and coordinating with our line business sense.
creative team to connect Bryan holds a Bachelor of
all the pieces for the client. Arts in Communication from
Bryan also leads strategic the University of Arizona
insights and social media and a Master of Science in
consultation services for Management, specializing
Adrenalin clients. in Sports Management and
Values-Based Leadership
from the Daniels College
of Business at the University
of Denver.
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9. Adrenalin Overview
How We Work
ACCOUNT CLIENT ROLE IN
MANAGEMENT: CREATIVE PROCESS:
Adrenalin maintains an Although Adrenalin has the
open-book format to the expertise to develop and CLIENT
agency-client relationship. launch brand identities,
Working alongside key client much of the process relies
decision-makers, Account on the participation of key
Directors are the primary client team members along
contact for the client and the way. By combining
act as the internal project the knowledge from your
manager for Adrenalin, organization with our proven
working alongside the Brand Expansion process,
Strategic, Creative, Design, we create strong results that
and Production teams exceed client expectations. ACCOUNT
to deliver on-time and DIRECTOR
TION
within budget. Through
STRAT
developing truly enjoyable
DUC
relationships with our clients
EGY
PRO
we understand their needs
and anticipate their requests. CRE
ATIVE N
DESIG
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10. Adrenalin Overview
Services We Offer
At Adrenalin, we offer a in-House Partner Contractor
full range of services from
strategic insight through
final execution and delivery
ACCOUNT MANAGER •
of your brand’s message.
Because every client has
CREATIVE •
different needs, we often
assemble a team custom-
COPYWRITING • •
built to achieve the best
possible results. Every step
DESIGN • •
of the way, your projects are
overseen by our most senior
MEDIA PLANNING • •
people. We’ve found that this
allows us to bring top-notch
MEDIA BUYING • •
talent, in every discipline,
to every project, while
INTERNET STRATEGY • • •
delivering excellent value. SOCIAL MEDIA •
RESEARCH • •
MARKETING ANALYST • •
PRODUCTION
PRINT •
RADIO •
VIDEO •
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11. Adrenalin Overview
Our Partners
From California to New York Anschutz Entertainment Group Encore National Basketball Association U.S.A. Cycling
(and everywhere in between) Altitude Sports EnRisk National Congress of State Games U.S.A. Figure Skating
Adrenalin works closely with American Alpine Club Fort Collins Professional Baseball Club National Hockey League U.S.A. Hockey
organizations throughout Arapahoe Basin Ski Area FORZA Fitness & Performance National Lacrosse League U.S.A. Ski Team
sports and entertainment. Arizona Sundogs Hockey Club Fox Sports Rocky Mountain New York Titans Lacrosse U.S.A. Snowboarding
Provided is a partial list of Assoc. of Collegiate Water Polo Coaches Game Face Marketing Nike U.S.A. Triathlon
our past and current clients: Bandimere Speedway Gilco Sports and Entertainment Marketing Northwest Missouri State U.S.A. Volleyball
Bonfils Blood Center Gold Crown Foundation NYC2012 U.S.A. Wrestling
Bonneville International Harlem Globetrotters Pactimo U.S.A. Water Polo
Bozeman Icedogs Hockey Club International Hockey League Phoenix Coyotes Hockey Club University of Arizona
Broomfield Event Center JoAnn B. Ficke Cancer Foundation Pigeon Mountain Industries University of Colorado
Bicycle Colorado KeyBank Pikes Peak International Raceway University of Denver
Chicago Fire Soccer Club Laredo Bucks Hockey Club Professional Bowlers Association University of Nevada at Las Vegas
Chicago Red Stars WPS Laredo Law Arena Football Club Qwest Communications University of Texas at San Antonio
City of Longmont, Colorado Legacy Sports Reynolds Cycling Visit Aurora
Cleveland Indians Baseball Club Leisure Trends Group Seattle Mariners Baseball Club Wasserman Sports
College Hockey America Lincoln Financial Media Seattle Supersonics Basketball Western Athletic Conference
Colorado Avalanche Hockey Club London Knights Hockey Club Seeds For The Future Western Collegiate Hockey Association
Colorado Mammoth Lacrosse Los Angeles Avengers Indoor Football Sixth Man Marketing Women’s Professional Soccer
Colorado Sports Hall of Fame Los Angeles Dodgers Baseball Club SportsLink Work In Sports
Comcast Cable Los Angeles Kings Hockey Club Sportcraft XP Events
Continental Basketball Association Major League Baseball Players Alumni Stadium Management Company
Dallas Mavericks Basketball Club Major League Soccer Team Racing Auto Circuit
DAZBOG COFFEE Company MESCH Commercial Real Estate Texas Collegiate League
DAZBOG COFFEE Franchises Maricopa County Sports Commission The INTERNATIONAL Golf Tournament
DeBartolo Sports University Metro Denver Sports Commission The Mountain West Conference Network
Denver Broncos Football Club Metropolitan Football Stadium District TITAN GAMES (USOC)
Denver Nuggets Basketball Club Minnesota Wild Hockey Club Turnkey Sports
Dundee Resort Development Momentum Sports & Entertainment United States Olympic Committee
eBags Mountain Collegiate Baseball League U.S.A. Boxing
Edge Sports & Entertainment Munich Barons Hockey Club U.S.A. Bobsled & Skeleton
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12. Creative Approach
Brand
There’s more to a brand than
meets the eye. A brand is a
promise. It’s a feeling. It’s
the first thing that people
think when they think of you.
That’s why it’s critical that
your brand be as powerful,
as truthful and as captivating
at possible. At Adrenalin, we
understand all aspects of
building and strengthening
brands. Over the next few
pages, we’ll show you how we
put that knowledge to work.
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13. Creative Approach
BRAND XP TM
Brand XP is Adrenalin’s
proprietary process for
establishing powerful
brands. Through a three
step process: Analyze,
Build and Convey, we
help you reach your goals
BRAND XP
by defining the brand TM
foundation, developing
solid creative elements
and delivering your
message to your
target audience.
AN
We call it Brand XP. LYZ
Y
N
VE
CO
A
E
You’ll call it genius. BUILD
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14. Creative Approach
BRAND XP TM – Analyze
At Adrenalin, we don’t like to rely on guesswork. A brand is too important for that. So we’ve
developed a five-step process for understanding where a brand is today and where it needs to
be tomorrow. It’s how we develop a winning game plan for every client.
1 UNDERSTANDING
YOUR organization
+ 2 YOUR BRAND
UNDERSTANDING + 3 YOUR BRAND OF
INTEGRATION + 4 IDENTIFY FUTURE
BRAND GOALS
= 5 Defining
the gap
Taking a look at what makes you ‘tick’, We will explore the various tangible and Exploring how you currently integrate your With an understanding of your The Brand Analysis Report identifies the
we will study what is at the foundation intangible expressions of your brand, from brand and story throughout all channels of organization’s foundation, brand make-up, gap between current integration and future
of your brand. what you look and feel like to communication. and how it has been integrated, we will goals, and provides recommendations for
how you tell your story. explore future goals for the brand. adjustments to the enhancement,
• Marketing management and communication
• Mission Statement
Tangibles • Advertising • Equity of your brand.
• Vision Statement
• Positioning • PUBLIC RELATIONS • Image
• Position Statement - Target Market (Deliverable)
• Events • Personality
• Core Values - Value Proposition
- Key Messages • Promotions • Structure
• Culture - Key Differentiators
• INTERNAL • Growing Target Market
• Brand Extensions • Brand Elements • Positioning
- Name
- Logos
- Tag line
- Color palette
- Graphics
- Fonts
Intangibles
• Personality
- Associations
- Characteristics
• Brand Affinity
- Loyalty
- Awareness
- Recognition
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15. Adrenalin Overview
Creative Approach
BRAND
Brand XP TM – Build
Once we have a solid strategic foundation, we can create the elements that will convey the
essence of your brand to all of your audiences. We then ensure that we’ve achieved the goals
through testing. After all elements have been established, we show you how to use and
protect your brand for maximum impact.
1 BRAND
development
+ 2 TESTING
BRAND = 3 BRAND
STANDARDS GUIDE
Based on the Brand Analysis Report, Research using qualitative and quantitative A culmination of the organization’s
we will address any applicable changes methods to measure if the new elements foundation, brand elements, and
to your brand foundation, elements, convey the desired essence of the brand. personality provide the necessary tools
and personality. and direction to tell the story while
Positioning protecting the integrity of the brand.
foundation • Target Market
(Deliverable)
• Mission Statement • Value Proposition
• Vision Statement • Key Message Brand Standards Guide
• Position Statement • Key Differentiators • Organization foundation
description
• Core Values
• logo usage guide
• Culture
• ollateral development guidelines
C
Brand Elements • MessagE STYLE
• Name • Identity usage
• Logos • ersonality trait guidelines
P
• Tagline • Graphics
• Color palette • Fonts
• Graphics • Slogan
• Fonts • Tagline
Brand Personality • creed
• Message style
• Slogan
• Creed
• Communication traits
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16. Creative Approach
BRAND XP TM – Convey
In today’s crowded media environment, it’s more complicated than ever to make sure that
your message is heard by the right people at the right time. At Adrenalin, we put just as much
effort into delivering your message as we put into developing it.
1 Laying the Campaign
Foundation
+ 2 ConceptsCampaign
Creative
Development
+ 3 STANDARDS Guide
Campaign = 4 campaign
Execute
With a thorough understanding of your Matching the foundation of the campaign After we have reached consensus on a Once the various communication vehicles
organization’s past marketing suc- with effective creative, we will develop creative direction, a guide is created that are assessed and selected, media buys are
cesses and challenges, we will integrate the look and feel of a campaign with the outlines all of the unique elements, and the made and a schedule is set for the run of
our knowledge of marketing and identify objective of identifying and reaching rules to follow, specific to the campaign. the campaign, we get to work on the
an approach for a campaign that focuses on measurable goals for your (Optional Deliverable) execution of the campaign.
closing your Brand Gap. branding efforts. (Deliverable)
Campaign Usage Guide
Develop Measurable Present VIDEAS Traditional advertising
Campaign Goals • CAMPAIGN logo usage guide
• Awareness
Research/ testing • ollateral development guidelines
C • TV, Radio, Outdoor, Print
• Revenue Modify/Refine/Integrate • MessagE STYLE Print collateral
• Internal Culture campaign into creative • ersonality trait guidelines
P • orporate ID, Brochures,
C
• Photo treatments Post cards
Determine integration • Graphics
and reach of brand Public Relations
throughout campaign • Fonts
• composition Promotions
• Third Party
• Slogan • Guerrilla Marketing
• Community Relations
• Public Relations • Tagline Social Media
• Advertising • creed • Networks, Blogs, Groups
• Social Media
Virtual
• Web sites, E-Newsletters,
Online advertising, Mobile
Internal Communications
• emos, Print/electronic
M
newsletters, Handbooks
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17. Case Studies
Bandimere Speedway
WHO: Bandimere Speedway, a 52 year-old family-operated drag racing track located near Denver, CO. Goals Set: “Racing vehicles down the
1. Relevant quarter mile at speeds over 300
NEED: Although the marketing staff at Bandimere was currently active on the Internet and some social media spaces, they were not following a 2. Approachable
strategy nor did they set specific goals to obtain through their efforts. Their true need was a comprehensive internet and social media strategy to
miles per hour takes a team of
3. Accessible
become relevant, approachable and accessible to all drag racing fans, potential fans and corporate partners. skilled and educated individual
Situational Analysis: all working together to make
APPROACH: Adhering to the Brand XP process, Adrenalin began by analyzing Bandimere’s current online branding situation. Considerations were • Bandimere.com sure that maximum horsepower
made in regards to the amount of time and effort that was afforded each of the platforms previously set up. During this phase Adrenalin also worked • Facebook is achieved to compete at the
alongside Bandimere to determine achievable goals for the current and upcoming seasons to base the measurements of success for the strategic • MySpace highest level. The brand expan-
Internet and social media plan. • Twitter
• E-Mail Marketing sion team at Adrenalin working
BOTTOM LINE: Adrenalin made specific recommendations that could make an initial splash and build momentum throughout the remaining events • Texting Club closely with our marketing staff
of the 2010 season. After just 15 short weeks of strategic use of web based assets, Bandimere Speedway was able to accomplish quite a bit and • Digg has provided that same horse-
• Del.icio.us power to our internet and social
showed increased traffic, interaction and participation numbers on nearly all of the Internet and social media platforms which they were involved. • Flickr media marketing. Through
• YouTube Channel
Key differences and findings: partnership with Adrenalin we
• ncreased Web Site Marketing Effectiveness: An independent third-party website grader program from hubspot.com rated the overall marketing
I Tactics Set: have not only achieved measur-
effectiveness of Bandimere.com in the 74th percentile on May 19, 2010, just a few short weeks before Adrenalin made recommendations for some • Domain(s) able results, but have developed
changes. As of August 27, 2010 the grade increased to the 86th percentile. • Splash Page Look/Functionality strategies and goals to continue
Number of Google Indexed pages increased by 84%
- • Conversion Forms our success.”
• URL Page Naming
- What this means: As Google web crawlers index page content, there are now 143 more pages on Bandimere.com that are being
• Photo Management
searched. Google automatically scans for key words on each site that are now searchable, resulting in search engine optimization on an • E-Mail Marketing John Bandimere
organic level within the site. • Banner Advertising General Manager
- Inbound links increased 275% • In-Bound Link Management Bandimere Speedway
- Del.icio.us bookmarks now found on search results • ocial Media Management
S
- Bandimere.com Traffic Rank increased from the top 5.245% of sites to the top 2.03% of all web sites* Content
• ecommended Tools for Time Efficiency
R
• Social Media Sites show increased participation numbers: Measurement
- Facebook “likes” up 17% from July 1, 2010 to August 30, 2010
- Twitter followers up 23% - organically grown without auto-follow programs Measures Set:
- YouTube Channel views up 59% of the “BandimereSpeedway” channel • andimere.com conversion tracking
B
- YouTube video views up 34% • ncreased interaction through social
I
media sites
• re-event ticket sales increase for major
P
events in 2010 2011
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18. Case Studies
Arapahoe Basin
WHO: Arapahoe Basin Ski Area, a Colorado ski area. “Last season, Adrenalin played
a significant role in making ARAPAhoE BASIN
NEED: After helping to successfully brand and market Arapahoe Basin’s addition of Montezuma SKI THE SNowSPoRTS ANd
Bowl during the 2007-08 ski season, A-Basin needed continued support in establishing them-
the launch of Montezuma LEGEND RENTAL gUIdE
selves as an easily accessible, family friendly yet challenging, affordable way to ski Colorado. Bowl a tremendous success. Outdoor Billboard
Due to their creativity, experi- RENTAL EQUIPMENT
• Print advertisements • Pass design ence and the impressive impact
134 99
Adult/Child Ski and Snowboard Packages
$
Get your equipment slopeside. Our Rental Shop offers a great
selection of ski and snowboard gear for all ages, including helmets.
• Television advertisements • Web site design they made in the marketplace
Take advantage of our demo packages and try this year’s latest gear
from Rossignol, Volkl, K2 and Nordica.
Base n’ Edge Tuneshop
• Outdoor advertisements • Web site advertisements last year, this season we asked
A-Basin brings you state-of-the-art Montana tuning equipment in the
THE LEGEND
Base n’ Edge Tuning and Repair Shop, conveniently located slopeside,
LEGEND THE LEGEND THE LEGEND
downstairs from the rental shop.
• On Mountain advertising • POS signage D THE LEGEND THE LEGEND THE
Seasonal Lockers
3 sin
Adrenalin to THE LEGEND THE LEGEND THE LEGEND
spearhead the THE LEGEND THE LEGEND THE LEGEN
Rent a locker in the Winter Sports Building for the 2011–12 season.
Contact us at 888-ARAPAHOE for more information.
• Brochures and trail map • Shuttle bus graphics entire ski area marketing
APPROACH: Adrenalin and Arapahoe Basin rolled with the success of the 2007-08 Montezuma campaign.”
Bowl campaign, integrating specific creative elements to establish a new look and feel while THE LEGEND THE LEGEND THE LEGEND
THE LEGEND THE LEGEND THE LEGEN
ArApAhoe BA
THE LEGEND THE LEGEND THE LEGEND
FSC Placeholder
THE LEGEND THE LEGEND THE LEGEND
emphasizing what sets A-Basin apart from other ski resorts in Summit County. Leigh Hierholzer PEPSI_H1_4C_NB
Lift tickets
Director of Marketing and Communications, Brochures
Extensive market and consumer research revealed that A-Basin was generally thought of as a Arapahoe Basin Ski Area
local’s only mountain. One of expert terrain, and unlike most other resorts in terms of limited
lodging for destination skiers. Adrenalin and A-Basin worked to cultivate perceptions highlighting you ’ll love our disposition
the mountain’s terrain expansion with the addition of Montezuma Bowl in 2007, length of season Save up to 39% » Fully tranSFerable
Enjoy Arapahoe Basin, located 68 miles from Denver, for less than $45 a day. And with last
(the longest in CO), accessibility to and from Denver, diverse terrain, affordable daily lift tickets year’s addition of Black Mountain Express high-speed quad chairlift you’ll get to our groomed
runs, bowls, chutes and glades in less than three minutes. That’s half the time it took in the
past. Use all three lift tickets yourself or share them with friends.
and season passes, additional parking and shuttle services as well as new structural additions. To purchase: please take this package to the register and exchange it for the
quantity of tickets you wish to purchase. Do not remove this package from the store.
Through mediums including the redesign and creation of A-Basin’s new Web site, TV, radio, print
This package contains no tickets and is not valid for Arapahoe Basin Admission. experience the legend
» Arapahoe Basin voted
This package contains no tickets and is not valid for Arapahoe Basin Admission. Reader Resort Survey 2012 » Top Ten
LEGEND THE LEGEND
in “Character”
Valid for the 2011-12 season. No black out dates. Lift ticket is valid at Arapahoe Basin only.
the best of the best by SKI Magazine readers
D THE LEGEND THE LEGEND THE
Void if reproduced or restricted by law. Resale of lift ticket is unlawful. ©2011 Arapahoe Basin. All rights reserved.
and outdoor advertising as well as on-mountain signage, the 2008-09 campaign has begun to LEGEND THE LEGEND THE LEGEND
THE LEGEND THE LEGEND THE LEGEN
saturate the market. The consistency of all materials within the campaign has helped to give THE LEGEND THE LEGEND THE 888.ARAPAHOE
ARAPAHOEBASIN.COM
A-Basin more of a polished look while maintaining focus on the history and preserving the attitude Special Promotion Material Print Advertisements
of the mountain.
BOTTOM LINE: Arapahoe Basin received tremendous feedback regarding the success of the
2007-08 Montezuma Bowl campaign. As the relationship between A-Basin and Adrenalin contin-
ues to grow, along with the circulation and acceptance of the 2008-09 campaign, success will be
measured in overall financial goals, feedback from customers, Web site traffic as well as increased
visitors to the mountain. In January 2009, Arapahoe Basin experienced its best revenue day in
over 40 years. The mountain was also named among the Top 5 Telemark Ski Mountains
in Colorado.
Website
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19. Case Studies
LOS ANGELES KINGS
WHO: National Hockey League (NHL) Club “The Adrenalin team has NATIONAL HOCKEY LEAGUE
proven themselves as a
NEED: Strategically coordinate a multi-tier brand evaluation in order to help the Los Angeles The Time Is Now OFFICIAL
2012
Kings stand out in an over-saturated market by establishing themselves as a result-driven valuable part of the GUIDE
organization focused on their fans, community, corporate partners and players. RECORD
“We picked the perfect LA Kings season—it’s their best chance
LA Kings’ team, we
to win the Stanley Cup since Wayne Gretzky’s heydey”
mike richards #10 espN/Grantland.com, Bill simmons
Olympic GOld medalist
BOOK
Nhl all-star
• Brand Standards Guide • Season Ticket Collateral look forward to continuing Outdoor Billboard 10 MIKE RICHARDS
• Print advertisements • Web site branding elements
• Television advertisements • Digital advertisements the relationship with
• Outdoor advertisements • POS signage Adrenalin and the Enhance your lifestyle with a
• In-arena advertising • Brochures and sales materials
Crown Club membership
results they create.”
• Ticket design LOS ANGELES KINGS HOcKEy cLub
STAPLES center, 1111 South Figueroa Street, Los Angeles, cA 90015
23 DUSTIN BROWN 32 JONATHAN QUICK
Brochures
APPROACH: Adrenalin and the LA Kings got to work analyzing all aspects of the brand. Chris McGowen
Chief Operating Officer
Utilizing fan based focus groups, internal personnel interviews with staff, players and upper
Los Angeles Kings Hockey Club
management, researching the Los Angeles consumer and studying past and current marketing
strategies throughout the NHL market. Extensive research revealed that although the LA Kings
brand is embraced by loyal fans, it’s lost in the LA market. By establishing a set foundation, Media Guide
Adrenalin helped the LA Kings executive leadership define their Core Values, as well as create
meaningful, lasting Mission and Vision statements. Once the LA Kings as an organization had
direction, the creation of a new marketing campaign to change the team’s perception in the
Season Ticket Design
market was clear. Pride=Passion=Power was developed in an effort to emotionally engage the
team’s true believers... the fans. The campaign suggests that all members of the LA Kings team
(including their fans) represent the mental (Pride), emotional (Passion) and physical (Power)
necessary to achieve success in the NHL.
2011/2012
BOTTOM LINE: As the relationship between the LA Kings and Adrenalin continues to grow, the STUDENT
impact of not only the Pride=Passion=Power campaign, but the entire evaluation and branding of
the organization as a whole will come to fruition. In the short time since the campaigns’ develop- NighTS
17
ment, Pride=Passion=Power has been widely adopted by fans, media and corporate partners. The starting at
$
success of the campaign is already taking shape, with a 200% increase in season ticket holders
($34.50 value)
(year-over-year from 2008-9 to 2011-12 seasons) and overall attendance at all LA Kings games
on the rise as well.
(group Tickets start at $14)
for a full schedule or t0 purchase
tickets Visit WWW.lakings.coM/student
Brand Style Guide
Season Ticket Design
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20. Case Studies
DENVER BRONCOS
WHO: National Football League (NFL) team. “We chose Adrenalin
NEED: Develop a method to maintain the brand value and current position of the Denver Broncos because they take a truly
without relying on the on-field success.
comprehensive approach to
APPROACH: Utilizing the passion of Broncos fans, Adrenalin developed a fan-centric extension
of the Broncos brand; “Broncos Country.” Our Brand
building sports brands...
Expansion process determined the following steps: Adrenalin has succeeded in
1. Analyze the current position of the Broncos in the region. designing a campaign that Logo
Outdoor Billboards
2. etermine the appropriate method through which the organization would have great
D enables each of our
results within a set budget.
constituencies – fans,
3. Build the idea of “Broncos Country” through capturing and expressing a prevailing
attitude that was already in existence. Executed through simple partners and the team
statements and a matter-of-fact tone that was incontestable within the itself – to feel at home in
Denver market. Broncos Country.”
4. reate an entire campaign image and messaging with related accompanying brand
C
standards guide for Broncos’ corporate partners to use in their Steve Harbula
marketing efforts. Deliverables included: Director of Marketing
• Logo design Denver Broncos
• Brand standards guide
• Television advertisement creative direction
• Outdoor advertisements
• Development of “Broncos Country” creed
BOTTOM LINE: The campaign’s launch was immediately accepted and appreciated by the fans,
as it was woven into almost all elements of the team’s marketing efforts, including everything
from advertising, corporate marketing activation, to game presentation. Further, the grass roots
aspect of the campaign has enabled Broncos fans everywhere to participate at multiple levels in
a viral fashion. Outdoor Flag Banners
Outdoor Bus Stops
Outdoor Bus
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21. Case Studies
DAZBOG COFFEE
WHO: Twelve-year old, regional coffee company in Denver, CO “...Adrenalin knows how to
NEED: Complete Brand Development for a start-up company launched in 1997 in a highly build brands and marketing
competitive industry: strategies that drive revenue.
• Position • Merchandise design Adrenalin is a valued
• Name • Web site design DAZBOG partner and
Logo
• Logo • Advertising creative
• Brand standards guide • Package design its services will directly
• Vehicle graphics • Public relations support the success of
• POS signage • Store graphics
our franchisees.”
Outdoor Billboard
APPROACH: Adrenalin developed a brand that separated DAZBOG from the competition. In a
Anatoly (Tony) Yuffa
coffee industry of comfortable and whimsical themes, we introduced DAZBOG as a strong coffee Chief Executive Officer
brand with an intriguing story that sparks curiosity amongst coffee drinkers: World Grown Russian DAZBOG COFFEE COMPANY
Roasted Coffee™. The approach included:
1. reating an image that illustrated the unique story of the owners, Anatoly and Leonid
C
Yuffa, two brothers who fled Russia to embark on the American Dream.
2. eveloping a truly unique brand standards package that unified the
D
image across all media.
3. Execution of the story throughout all customer interaction.
BOTTOM LINE: DAZBOG is a sustainable brand that has been built into a great American Vehicle Graphics
success story.
1. Approaching 13 years as a successful coffee roaster and franchise operation.
2. Over 25 locations in Colorado, California and Arizona.
3. Franchise area operations have been sold across the country.
4. AZBOG Coffee is now ranked among the top 3 brands sold in King Soopers
D
locations throughout Colorado.
5. hosen to be featured in a Paramount Pictures feature film, “Imagine That”
C
starring Eddie Murphy.
Package Design
Posters
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22. Case Studies
USA TRIATHLON
WHO: The National Governing Body (NGB) for triathlon in the United States. “USA Triathlon underwent
NEED: An overall USAT brand platform that unifies various internal departments and multiple a significant overhaul to its
agendas to maximize marketing resources and triathlon participation. branding campaign a few
years ago. It would not have
APPROACH: After conducting numerous internal brand exploratory sessions, USAT and
Adrenalin honed into the critical brand elements that collectively make for an ongoing, consistent been nearly as successful
campaign. Further, a set of processes have been established to prevent departmental deviation without Adrenalin leading
from the brand. Key elements of our efforts included: the way for us. Not only have
• evelop a truly unique branding platform that unified the unique position of USAT and
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their dedicated membership across all media.
they designed new logos but
• xecute the story throughout all customer interaction - in-event, print, outdoor, online.
E they have created script for
• reate a stronger internal process for all departments to filter their projects through,
C advertising and supported a
thereby creating a consistent look and messaging for all events and efforts. plan that includes a myriad
BOTTOM LINE: USAT now has an effective and cost-efficient “palette” of marketing tools to of design elements that have
consistently convey one message across all USAT marketing initiatives. hit the multi-sport world by
1. hrough five years of working with Adrenalin, USAT grew in membership from 50,000 to
T storm. Adrenalin has been
well over 90,000. Logos
a significant part of USA
2. embership retention percentage among the highest it ever had been in the history of
M
the organization. Triathlon’s growth over the
3. SAT was able to bring their creative in-house by using the palette and processes
U past decade.”
developed by Adrenalin.
Tim Yount
Senior Vice President,
Marketing and Communications
USA Triathlon
Print Ads
Publications
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