BRIEF

PARTIES INVOLVEDClient: Converse Designer: Charlotte Engerdahl Lecture: Lisa Molloy

INTRODUCTIONConverse Rubber Shoe Company was started by Marquis Mills Converse in 1908 in Malden, USA. It has been on the market for over 100 years, and it’s still one of the world’s most popular brands. In 1921, a basketball player by the name of Charles “Chuck” Taylor joined a basketball team sponsored by the Converse Company called The Converse All Stars.

And that’s where it all started. Throughout the years, Converse Chuck Taylor All Stars made a shift from athletic sportswear to casual footwear. Originally an elite basketball shoe, the Chuck Taylor All Star evolved into the shoe of choice for many subcultures. The shoes became popular among many groups throughout the decades.

REASON FOR BRIEFConverse already has a strong identity and celebrities wearing them all over the world, so what is going to be their new step? What Converse hasn’t done yet, is making a festival. They have only sponsored other festivals, so this will make converse an even bigger brand. This festival will be the event of the year, and the best of all – you will support a good case!

BACKGROUNDTogether with (Red) organisation, Converse will arranged a festival where the main focus will be on music, skating and basketball. They will hire some skate celebrities, who are going to entertain on ramps, meet the fans and be judging at competitions. They will hire the biggest bands and pop stars in the world, so the people will have the time of their life.Together with (Red), Converse will design a new shoe that will be realised at the festival. When people buying this shoe, they will also donate 10% to (Red) of the marked price. There will also be sold accessories that are limited edition because of this festival. So when you support Red by shopping these accessories you also buy yourself a souvenir, and it will be a memory for the rest of your life.This concept and event is all new for Converse, so the first 500 that buy’s a ticket, will also win a VIP meet up with the celebrity they want to meet the most.

(RED)We all have tremendous power. What we choose to do or even buy, can affect someone’s life on the other side of the world.In 2010, 1.000 babies were born every day with HIV. In 2011, that number was down to 900. By 2015 it can be near zero. We can stop the transmission of HIV from moms to their babies.

In the fight to eliminate AIDS, 2015 could be the beginning of the end – it’s the year we can deliver an AIDS Free Generation. When you DO THE (RED) THING, a (RED) partner will give up some of its profits to fight AIDS.

COMPETITORSNike, Adidas, Vans, Volcom, Element, DC, Circa, Emerika, Axion, DVS, Globe, VOX, Gravis, Path, Lakai, Dekline, Osiris, Fallen and Reebok.

TARGET MARKETPRIMARY: 18 - 25 years old Male and female

Social, party, student, networks, fun and active

The typical person in primary target audience is a social person that likes to hanging out with friends and partner. When the weekend comes, they would like to do something fun and meet other people. They are very active doing different kind of sport and fun activities like skating, dancing, bowling and go carting. Music is a big part of their life, so they love to go on a concert.

SECONDARY: 25 - 30 years old Male and female

Social, working, fun, active and humorous

The typical person in secondary target audience is a social person who likes to bring their time with friends, partner and family. They are in the stage in life where they have a partner and maybe 1-2 children, but they know how to have fun. When the weekend comes, they like you take something good to drink with their friends, and just to relax and have fun. They are active doing different kind of sports like training studio, walking and bowling. Music is also a big part of their life, weather it’s just listeningor going on a concert.

SINGLE MINDED PROPOSITION Converse 360 festival is the only festival that is made by a brand. The unique is that Converse is working together with Red organisation that works for getting a HIV and AIDS free generation in Africa by 2015. So everyone that comes to the festival and buy something from the Red collection will also support what they fights for.

This concept and event is all new for Converse, so the first 500 people that buy a ticket, will also win a VIP meeting with the celebrity they want to meet the most at the festival.

OBJECTIVESWhen you visit a festival, you want to create memories and have fun with your friends. And that’s exactly what this festival will deliver. It’s going to be the new event of the year! This will make a stronger connection between the audience and Converse as a brand.

DESIGN TASKName: The reason why the festival is named 360 is because 360 are a skateboard tricks, and it will also be a connection with the 360 view over the festival.

Tagline: “Highlight of all festivals”

Design outcomes: The design over the festival will have a modern and rough style. The logo is going to be builded up with typography, and have a tight layout. The connection between Converse and Red is going to be tight in the logo, so the audience can be tempted.

Customer journey: When you have walked into the festival area and you see the big scenes, ramps and tents, that’s when you get the festival kick! The only thing that’s on your mind is what a good time and memorable feeling this will be! When you and your friends have got the tents up, some good drinks in your hand and laidback in the tent chair – that’s when the festival starts!

TONE AND MANNER/BRAND PERSONALITYWhat the brand is: The concept is that Converse together with (Red) organisation will arranged a festival where the main focus will be on music, skateboarding and creating memories.

What the brand is not: Its not a boring place to enjoy life.

Personality: social, laidback, active, fun and memorable

If it were a person it would be: Ryan ShecklerIf it were a car it would be: Hummer If it were an animal it would be: kangaroo

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TIMELINEWeek 7 - Concept, styleguide & sketches

Week 8 - Develop sketches print & digital

Week 9 - Presentation on campaign

Week 10 - Start on manifesto

Week 11 - Have the manifesto layout ready

Week 12 - Work on manifesto

Week 13 - Manifesto ready

Week 14 - Final presentation