How do you articulate
the Converse brand experience?
Problem:
Twice per year the Converse Global Brand Marketing team publishes global directives – large documents consisting of assets, tactics and narratives for seasonal product stories.
Each global region is responsible for implementation of those stories locally, dependent on regional strategies.
How do you set a global standard that empowers and inspires regional marketing and creative teams, without limiting them?
How do you set the bar for creative excellence and ensure global brand consistency?
Approach:
Serve. Celebrate. Never have to sell. Articulate the reason why by showcasing the very best in class the brand had created up to that point. Circulate amongst global stakeholders by involving them in that articulation.
An editorial approach paired conversations of global leaders with creative examples of all the various touch points exemplifying the brand look and feel.
Seasonal Directives provide a toolkit, regions can design to. The Brand Experience Document provided an inspiration or springboard the regions can design from, advancing the brand to be more dynamic region to region and in the audience’s life.
WORDMARK
•
WORDMARK •
Our logo is the logo.
Bold
Confident
Authentic
Untouched
TYPOGRAPHY
•
TYPOGRAPHY •
Bold
Confident
Classic
Considered
Versatile
COLOR
•
COLOR •
Product
Content
Strategic
Focused
SPACE & ARCHITECTURE
•
SPACE & ARCHITECTURE •
Inviting
Confident
Immersive
Story-Telling
Impactful
MATERIALS
•
MATERIALS •
Focused
Familiar
Humble
Honest
Authentic
PHOTOGRAPHY
•
PHOTOGRAPHY •
Real
Active
Youthful
Confident
Artful
MEDIA
•
MEDIA •
Creative
Engaging
Functional
Purposeful
Fluid
TONE OF VOICE
•
TONE OF VOICE •
Relevant
Inviting
Honest
Succinct
ART
•
ART •
Authentic
Diverse
Youtful
Progressive
Programmed
ACTIVATIONS
•
ACTIVATIONS •
Emotional
Interactive
Personal
Useful
Inspiring
Deliverables
Strategy
Creative Direction
Art Direction
Casting
Copywriting
Key Visuals
Special Thanks To:
David Carrewyn
Adam Cohn
John Osborne
Brent Gentile
Matthew Regonini
Converse Brand Design
Say Motion
Motion Graphics & Animation
Anomaly
Advertising Agency