Practical Idea Development

What's the brand about?
The heritage.
- Squash trainers
- Official shoe of Wimbledon tennis championships, 1995
- Worn by Nelson Mandela as he walked out of prison
- Introduced a revolutionary new multi-activity event in the USA, The Adventure Racing Series, 1996
Who are you appealing to?
16-24 year olds.
- Younger audience, looking for a way to express themselves - research shoes people chose to purchase brands they identify with, lots of self expression happening within this age range. Also research suggested as teens move away from home they begin to identify with new brands, not just what their parents buy. Gap here for this. 
What are you producing?
Brand strategy.
- Incorporate the heritage of the brand through visuals that can be communicated across a wide range of contexts.
- Appeal to a younger audience through techniques mentioned in second essay.

• Flip book idea of famous people who worn hi-tec shoes, top in the celeb, bottom is the shoes so can see all those who worn hi-tec shoes. 
• Have a list of names of people who've worn/bought hi-tec shoes (inc celebs) then add random peoples name of people who bought the shoes. Could be running along the side of the web page.
• Use the squash court as a visual to transfer across mediums. Could be interpreted as a timeline of the bran, running across the store as well as ads etc.
• Use colours/textures of squash to redesign the logo, keeping shapes the same but reinventing the colour schemes.

List of Names:

Link to the gif

The idea was quite successful, has names of celebs who bought the shoes but adds names of people who are on the web page/bought the trainers. Creates a sense of inclusion within the brand, brings the audience into the brand more make them identify with the celebrities.

Could incorporate the consumers names on any information sent, letters, emails etc. Bring in a more personal experience, think about Coca Cola share a coke campaign. Increased sales due to personalisation? 

Continuous Line:

Link to Gif

Having the red line of a squash court be a feature within the branding, could be used across advertising or within the shops and websites themselves. Transferable to the media type, has the option to be animated (see above).
Red successful? If used on the underground could be confused with the central line, as the colours are the same. Maybe need to re-think the colour palette.
Audience feeling as though they can be part of the brand, be part of the history?