You want some fresh clothes bro.

The JourneyThe JourneyThe Journey

B R A N D I N G C A M P A I G N P R O J E C T B O O K

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The story of M.Nii begins in the 1950’s when a local tailor right off the beach in Makaha, Hawaii designed and built the bulletproof Makaha Drowners to withstand surfing the powerful waves. In 2012 surf industry veterans Randy Hild and John Moore revived the original M.Nii brand. The company is based in Los Angeles, CA. 100% of their products are created there. The exact patterns and methods of construction used by the tailor, are used now in a line of clothing that includes the trunks, as well as a full line of classic laid back casual clothing.

The company is currently using the label that was sewn into the original Makaha Drowners as the brand’s logo. While the company’s name, concept and products have been well received, the iconic brand needs a vision for the future. A focused rebranding of the revived M.Nii surf apparel brand will build brand awareness, elevate its image and exposure, and position M.Nii to be more competitive in commanding its share of the $13 billion surf apparel market sector.

Introduction

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Research 7Brand Brief 8Target Demographic 10SWOT 11Research Paper 12

Development 24Logo Development 26Mood Boards 28

Style Guide 30Logo Use 32Images & Texture 34Color Palette 36Typography 37

Execution 38Website 40Social Media 42Motion 43Swag 44Product Placement 45Print Media 46Outdoor 47

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Vision M. Nii’s design concept is based on the M. Nii boardshorts of the 50’s. Very simple, pure items for true surfers. It’s the antithesis of the current surf industry brand.

Authenticity In the golden age of

the surfing culture, the

shorts were a status

symbol, proof that you

were a real surfer.

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Coherence M. Nii’s design inspirations are vintage photos of classic surfboards and T-shirts with stripes. The lineup focuses on tradition and a connection between the surf culture and stripes.

Differ entiation

M. Nii is the only surf apparel brand that is legendary, pure and simple and made for true surfers

Brand Brief 9Value Recognizing the need for durability and comfort, M.Nii built simple trunks for surfing that became legendary. After 44 years, the brand is revived.

Commitment

M.Nii is focused on recreating the same quality as was had back in the 50’s staying true to the details.

Meaning Local Hawaiians know Makaha, Oahu as a paradise. In 1951 in a local tailor shop M. Nii developed the famous “Makaha Drowners.”

Differ entiation

M. Nii is the only surf apparel brand that is legendary, pure and simple and made for true surfers

10 Target Demographic

25-45

SWOT 11

“A logo, color palette, typography, graphic motifs and imagery style are all threads of the visual system, but it’s your underlying brand strategy that weaves them together as a cohesive, consistent expression.” (Belk 2013)

Strengths:• Legendary History• Quality Construction• Simple Design• Made in USA• Surfrider Foundation

Weaknesses:• Limited Product Line• Low Social Media Presence• New to Market Sector• No Brand Recognition• Limited Budget

Opportunities:• Industry Growth • Recent Market Upheaval• Retro Fashion Trend• Healthy Lifestyle Trend• International Appeal

Threats:• Large Brands• More Products• Lower Priced Products • Lots of Competition• Recession

Makaha DrownersThe story of M.Nii begins in the 1950’s when a local tailor right off the beach in Makaha, Hawaii designed the bulletproof “Makaha Drowners” to withstand surfing the powerful waves. In 2012 the M.Nii brand was revived. The exact patterns and methods of construction are now being used to construct a line of clothing that includes trunks, as well as a line of laid back casual clothing.

This project book discusses how a focused rebranding of the revived M.Nii surf apparel brand will build brand awareness, elevate its image and exposure, and position M.Nii to be more competitive in the $12.6 billion surf apparel market sector. The brand’s target audience is clearly defined. Relevant current social and fashion trends are discussed. The elements of typography, color scheme, image and graphic design choices made to sharpen the brand’s visual image are presented and discussed. A cohesively integrated brand identity with exposure spread across multiple media platforms is also presented.

Research Paper12

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The Sport of KingsOnce a sport reserved for Hawaiian royalty, or alii in Hawaiian, surfing or hee nalu, is often called the sport of kings. King Kamehameha I was known for his surfing ability.

In the early 1900’s Duke Kahanamoku spread aloha by teaching visitors how to surf. In the 1950’s, when surfers began to ride the powerful winter waves of Makaha on Oahu’s west shore, a lifestyle was born. In a local tailor shop in Makaha in 1951, Minoru Nii developed the famous “Makaha Drowners,” which have a legendary existence in surfing.

Inspired by the dawn of the surfing lifestyle, a revival of the original M.Nii brand was launched in 2012, offering the same simplicity of design and quality of construction that was found in clothing harking from that era.

A focused rebranding will build brand awareness and position M.Nii to be more competitive in the surf apparel market sector. The theme behind the M.Nii rebranding campaign is to build on the brand’s established subcultural credibility. While maintaining the vintage feel, the brand’s image will be tuned and sharpened to make it more relevant to today’s target audience.

Big Wave SurfingMakaha, Oahu is the birthplace of big wave surfing. According to writer James Harris, “Makaha's status as a legendary big wave surf spot is mostly due to a group of Californians who created the Hot Curl board to handle the waves, and a surfing contest to name a champion of the newly modified sport of kings” (Harris 2013).

When the waves got the better of their board shorts, the surfers went to a little tailor shop to have them stitched up. Minoru Nii, the tailor who went by M.Nii, began making twill shorts that were as durable and "bombproof" as the cutoff sailor pants many surfers wore, but fitted for surfing. These are what became known as M.Nii's Makaha Drowners.

Makaha Drowners were not only popular for their long-lasting construction; they also became a status symbol of hardcore surfing. Wearing a pair back on the beaches of California meant you had tackled Hawaii's monstrous waves and met with M.Nii. Because the Drowners were never sold

commercially, the shorts are rare and belong to a particular crowd and time.

In 2012 Surf industry veterans Randy Hild and John Moore brought the M.Nii brand back to life. Hild and Moore have recreated the M.Nii's Makaha Drowners down to obsessive detail. Speaking with fashion editor Karen Day, "We mimicked the original

as close as possible," explains Hild (Day 2012). They follow the same style of tight stitching and identical button flap back pockets, he explained to Harris. “This season's collection pays tribute to the Windansea Surf Club—a group of Southern California surfers who would travel to Makaha to charge the massive waves—with a surf club jacket that heralds this coming-of-

Research Paper14

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age era of surfing. There's also a Hang Ten-inspired striped tee as a salute to founder Duke Boyd, who was a huge fan of M.Nii, and modeled the Hang Ten trunks after the Makaha Drowners” (Harris 2013). It’s high quality clothing that anyone can have in his or her wardrobe. The clothes are casual, easy, and you don’t have to be a surfer to wear them.

International SwellOver the last decade the number people in America who surf has increased to just over 3 million. In 2010 some $6.3 billion was spent on surf-related clothing and accessories. Driven by trends toward healthier, more active lifestyles, with older demographics and women increasingly joining the lineup and with the sport swelling internationally, analysts predict that by 2017the global surf industry will generate more than $13 billion.

Competition in the surf apparel market is gnarly, with brands such as Quicksilver, OP, Vans, Oakley, Volcom, Hurley, Billabong, Rip Curl, and RVCA to name a few.

$3 Billion

$6.3 Billion

$13 Billion

20172010

Global Surf Industry

2000

Tailored to Fit To compete in this market, M.Nii needs to build brand awareness and establish their differentiation. A focused rebranding of the revived surf apparel brand will build on M.Nii’s established legendary subcultural credibility, while fine tuning and sharpening their image, making it more relevant to today’s target audience.

The vintage logo that the brand is now using has some recognition value, so it should not be abandoned, but as Hild notes, “The dormant label is so obscure, if you’re under the age of 70 and surfing, you kind of don’t know about it” (Day, 2013).

While maintaining the vintage appeal, the brand logo will be reworked to give it a little edginess and a clean, retro hip feel.

The main differences between M.Nii and the competitors are their style, attention to detail, and quality of construction. M.Nii is still building their Makaha Drowners with the same button-fly fold over tab and notched-corner pocket shape with double-button patch and flap construction that the originals from the fifties and sixties were built with. The flat-cut waistband and contoured side seam allows the shorter length to sit lower on the hips.

These features define the soul of the M.Nii brand. The shorts are constructed with 16 to 18 stitches-per-inch, making the garments impossible to rip. Most manufacturers don’t even want to do the stitches-per-inch requirements, because it’s time consuming and costly. M.Nii brings the same mentality into the rest of the collection. The same hands-on approach and attention to detail as the tailor shop did sixty years ago.

Made in the USA Another difference is that 100% of M.Nii’s product is built in Los Angeles. They don’t send anything to factories overseas. Promoting

Research Paper16

local commerce is good for the local, State and National economy.

A current trend in men’s clothing is a more tailored swim short than the boardshorts that have been popular in recent years. Bloomingdale's men's fashion director Josh Peskowitz explained, “Paying more for nicely fitting trunks is just a part of the larger trend of men spending more time and money on their wardrobes. If they're investing in the right jeans, the right tie, the right suit and the right sneakers, of course that's going to extend to swimwear" (Ortvid 2013).

“When focus and differentiation are powered by a trend, the result is a charismatic brand that customers wouldn’t trade for love nor money. It’s the difference between paddling a surfboard and riding a wave” (Neumeier 2013).

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Surfrider FoundationThe Surfrider Foundation is a grassroots nonprofit environmental organization dedicated to the pro-tection and enjoyment of oceans, waves and beaches through a powerful activist network. The core activities and campaigns that the Surfrider Foundation champion fall into the categories of Clean Water, Beach Access, Beach Preservation and Protecting Special Places.

“Customers today don’t like to be sold—they like to buy, and they tend to buy in tribes. Better advice for companies is to focus their communications not on a USP—Unique Selling Proposition—but on a UBT—a Unique Buying Tribe—that has a natural affinity for the company’s products or services. In a tribe, news spreads quickly, which gives brands extra traction” (Neumeier 2013).

Supporting the Surfrider Founda-tion by donating a portion of their proceeds, sponsoring local Beach Cleanups, and events like the Hel-en Woodward Animal Center’s An-nual Surf Dog Surf-A-Thon, held at Dog Beach in Del Mar would give M.Nii traction, and strengthen the M.Nii brand by building subcultur-al credibility, building the tribe.

Research Paper18

The Tribe M.Nii’s target audience is 25-45 year old people of middle to upper income who live the surfer lifestyle. They are easygoing, open minded, creative, productive, gen-erous professionals who work in a field or trade that they love. They have eclectic taste in music, love the arts, and are creative and well educated. They are family oriented, socially and environmentally con-scious. They value peace, integrity, kindness, spirituality, history and equality. They love to travel to exotic places where there is water. They are active, healthy, athletic and fit. And they have a lot of fun.

While at the core of M.Nii is a leg-endary historical base, the com-pany needs a strong vision for the future. “A company’s core purpose

gives it a heading, a direction to-ward the future. While a company’s purpose can be abstract, a compa-ny’s vision should be concrete. It’s an illustration of the future—a pic-ture shared by the entire company. ‘A soul never thinks without an image’,” said Aristotle, and a com-pany never acts without a vision” (Neumeier 2013). This campaign takes the legendary historical significance of the original M.Nii brand, gives it a fresh new life and makes it relevant to today’s target audience. At the soul of the brand are contrasting characteristics. The duality of being a line of clothing that has “bulletproof’ construc-tion, made to hold up surfing in thunderous waves; and very laid back, casual and comfortable for relaxing after the surf session. The campaign also weaves the classic nostalgic elements of the brand’s historic beginnings with the cool, clean, current vibe in the culture of today’s target audience.

Writer Peter Barber points out “Typography is about the way we form language into pictures. It is where the literary and visual arts rub together and make sparks. And those sparks are visible to

anyone who wants to see them” (Barber, 2012). Font choices, as well as how the text blocks are arranged will accommodate this duality of the brand’s characteris-tics and make sparks.

The promotional pieces will have plenty of open space balanced with beautiful imagery, and water. The text font is Avenir Next, a clear modern font that is easy to read. The new logo font gives a nod to the vintage logo, but has a more sophisticated feel. The sub-head font is fun free-spirited Joy Like Sunshine on my Windowpane.

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Research PaperGood VibrationsQuoted in Psychology & Marketing Marc Chagall said, “Color is all. When color is right, form is right. Color is everything, color is vibration like music: everything is vibration” (2013). The full color palette in this theme is mostly blue with the split complementary colors of green and red-orange. The intensity of the colors is slightly muted to give a soft effect

evoking vintage Hawaiian travel posters. The images include photos of surfers riding big curling waves, as well as beautiful images of folks relaxing and playing in exotic beach locations.

The design reflects the dualities in the theme of the campaign: The old and the new, charged and relaxed. The subjects in the photos will be active, hip looking people having fun, but the treatment of

the images will give the pieces a cool, laid back, vintage feelThe brand will have a cohesively integrated identity with exposure spread across multiple media platforms. “All brand innovation, whether for a website, a package, a product, an event, or an ad campaign, should be aimed at creating a positive experience for the user” (Neumeier 2013).

20 Research Paper20 Research Paper20 Research Paper20

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A strong web and social media presence is part of the vision. Creation of an attractive, engaging, interactive website, and mobile apps with beautiful imagery that are fun and interactive will build brand recognition and promote online shopping.

Print ads will be an integral part of the campaign. Journalist David Williams reminds us “Let's not forget that 21.6 million adults still read a printed newspaper each day. This is something we should not lose sight of as we journey through new technological advancements. Readers of magazines and newspapers have a unique relationship that is hard to replicate with other media. The digital journey we are now firmly on means that the additional opportunities for advertisers can be outstanding” (Williams 2014).

The rebranding campaign will also include outdoor advertising formats for billboards, public transportation media boards, and posters that will tie in with the other promotional pieces, bringing them all together into a cohesive brand image.

212121

22 Research PaperConclusionThe international surf apparel industry is expected to exceed $13 billion by 2017. The market is driven by trends toward healthier, more active lifestyles, with older demographics, women, and non-surfers adopting surf-inspired clothing style and aesthetics. A focused rebranding will build brand awareness, establish differentiation and position M.Nii to be more competitive in the industry. It will build on M.Nii’s established legendary subcultural credibility, while fine-tuning and sharpening its image to give it a fresh new life. Making it more relevant to today’s target audience.

The graphic design choices presented in this project book address the contrasting characteristics that are heart and soul of the brand.

advertising formats will bring it all together into a cohesive brand image.

The M.Nii brand represents an important part of our cultural history. It has a story to tell, and aloha to spread.

Weaving the classic nostalgic elements of the brand’s legendary historic beginnings with the cool, clean, current vibe in the culture of today’s target audience. As well as the clothing line’s bulletproof construction, which is able to hold up while surfing in thunderous waves, and it’s very laid back casual and comfort for relaxing in after the surf session.

A cohesively integrated identity with exposure spread across multiple media platforms is presented. Creation of a fun, engaging, robust interactive website, tablet and mobile app that is a positive experience for the user will build strong web and social media presence and promote online shopping. Print ads are an integral part of the campaign. Outdoor

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Logo Development 26Mood Boards 28

Brand Development

26 Logo Development

The tag that Minori Nii sewed into his Makaha Drowners is the logo that MNii is now using. While it has recognition value, it also has a lot of unnecessary detail in the graphic that is hard to duplicate.

As I was sketching a new logo, a lot of random ideas were floating around, and I explored them. It’s easy to get off on a tangent, and get excited about something that ultimately has nothing to do with the brand. Every design exploration teaches you something.

“It’s vital to keep an open mind and not limit yourself during the sketching process. Even if your ideas seem too far-fetched, it’s best to make a visual note of all the thoughts that cross your mind” (Airey 97).

27

MNii

MNii

The new logo conveys the brand’s identity clearly, with elements from the old logo, and nothing extra. The font has a retro feel to it, but is simple, modern and clean. An old school long board, with “stringers” down the center that echo the stripes in surf clothing style. The stylized hibiscus flowers dotting the “I”s are drawn in the classic Hawaiian style. The logo says retro, surf, Hawaii and fun!

Mood Boards28

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Logo Use 32Images & Texture 34Color Palette 36Typography 37

Style Guide

32 Logo Use

To ensure a strong, consistent visual identity the style guide contains a complete set of design guides and standards.

These standards are intended to provide building blocks and direction that will help us create materials that our tribe will come to recognize as ours.

The logo is the most visible and frequent reminder of what the brand stands for. (Wheeler 2013)

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A minimum clear space equal to the two flowers must be maintained at all times around the logo. No graphic elements or typography should impede this minimum clear space. Ideally, a larger clear area should be kept.

To insure optimum legibility, the ideal minimum size of the logo is one inch in length.

The logo should be discplayed in full color whenever possible. When limits dictate it can be displayed in the red or blue that are presented in the color palette, or B&W.

The logo should maintain the correct proportions, and not be distorted in any way.

Do this: Not this:

“In creating a versatile design, simplicity is key. Your design should ideally work at a minimum size of around one inch, without loss of detail” (Airey 2010).

34 Images & Texture

35

36 Color Palette “Color is all. When color is right, form is right. Color is everything, color is vibration like music: everything is vibration.” Marc Chagall

The brand utilizes a rich full color palette to create good vibrations,

The palette’s primary colors are a rich warm red, true blue, and a soft buttery yellow.

The palette is rounded out with its secondary colors of aqua, green, coral, golden and tan.

The intensity of the colors is slightly muted to give the soft effect of vintage Hawaiian travel posters and postcards.

R165G43B79

C25M100Y100K0

PMS186

R70G114B178

C85M50Y2K2

PMS7462

R248G228B194

C0M10Y25K0

PMS719

R168G119B87

C30M60Y75K0

PMS479

R191G146B76

C20M45Y85K0

PMS143

R209G128B103

C5M60Y60K0

PMS178

R53G132B93

C100M30Y85K0

PMS348

R128G187B200

C60M5Y20K0

PMS637

37Typography “Typography is about the way we form language into pictures. It is where the literary and visual arts rub together and make sparks. And those sparks are visible to anyone who wants to see them” (Barber, 2012).

The font used in the new logo is Serge Black. It gives a nod to the vintage logo, but has a sophisticated feel.

Serge Regular is used as the headline font.

The subhead font is the playful and free spirited Joy Like Sunshine on my Windowpane.

The text blocks are in the clear modern Avenir Next which is easy to read and complements the beautiful imagery.

Serge Black & Regular - HeadlineA B C D E FG H I J K L M N O P Q R ST U V W X Y Za b cd efg h i j k l m n o p q rst u v w x y z

Joy Like Sunshine Through My Windowpane - Sub HeadlineABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Avenir Next Regular - Body CopyABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz

MNiiClassic aloha styleBack in the day, a local tailor in Makaha created the first pair of board shorts. Made for chilling anytime. On the waves, or on the shore. You want some fresh clothes bro, so buy them from the original…MNii, yeah.

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Website 40Social Media 42Motion 43Swag 44Product Placement 45Print Media 46Outdoor 47

Execution

40 Website The MNii Website is the hub of the brand’s identity. It is a fun interactive website that is constantly growing and changing. A free mobile app helps tribe members keep track of the events, and find locations.

“’A website is a living, breathing brand tool that needs to be cared for over time’ Gavin Cooper Design Educator and Founder, www.work-in-process.org” (Wheeler 2013).

ShopWomen

Find a Store

Contact

Shop Men

Events

Blog

Shop Men

Shop Women

Blog

Events

Photos

Videos

Find a Store

Contact

Classic aloha style.

You want some fresh clothes bro.

Club Jacket

Drowner Pant

Double Overhead Sweatshirt

Button-up Pareo Makaha Drowner

Windward Dress

Polynesian BlazerSenator Trunk

Palaka Slider

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“Every moment of every day, millions of people send e-mail, talk on mobile phones, instant message each other, record TV shows on digital video recorders, and listen to music on MP3 players. All of these things are made possible by good engineering. But it’s interaction design that makes them usable, useful, and fun” (Saffer 2010).

42 Social MediaSocial media is social interaction in which people create, share or exchange information and ideas in virtual communities and networks. Social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content.

MNii’s Hawaii Giveaway Contest An annual Hawaiian Vacation Sweepstakes would built the tribe. Entry forms at local events, and online invite sign ups for a free trip to Hawaii. The events and the Hawaii giveaway are promoted on the MNii website, Facebook, Twitter and Yelp, LivingSocial, HiddenLA and DiscoverSD.

“Amassing large social-media audiences is tricky in crowded online spaces, but sweepstakes and contests can be used as powerful enticements. Done correctly, promotions can quickly and easily generate large followings of the right audience at an acceptable cost” (Konigsmark 2014).

Facebook is an online social networking service. In September 2012, Facebook had over one billion active users.

Twitter is an online social networking and microblogging service that enables users to send and read short 140-charac-ter text messages, “tweets”.

LinkedIn is a business-oriented social networking service. it is mainly used for professional networking. In June 2013, LinkedIn had more than 259 million ac-quired users.

Pinterest is a visual discovery tool that people use to collect ideas for their proj-ects and interests.

LivingSocial is a local marketplace that features discounted gift certificates us-able nationally or at 16 countries around the world., LivingSocial has more than 70 million members around the world.

Groupon “Gap teamed with the popular group-buying site to offer a nation-wide deal: $50 worth of apparel for just $25. By the end of the day, 441,000 Groupons were sold bringing in a little more than $11 million” (Sniderman 2010).

Yelp “Review sites like Yelp are enor-mously helpful for consumers when they’re looking to see if a business is indeed legit, and such sites can be ben-eficial for the businesses themselves if they build up a history of feedback from satisfied customers” (Wheatley 2013).

43Motion & Sound The motion and sounds also convey the brands contrasting characteristics. Classic surf rock and roll music has an upbeat sound that is kind of mellow, but happy, snappy and fun. Motion is set in time to the music.

Other sounds are the sound of waves gently lapping on the sand, seagulls, and people softly laughing. Very laid back, casual and comfortable sounds of relaxing after the surf session.

44 Swag

45Product Placement Product placement on movies like The Descendants and TV shows like Hawaii 50 and Graceland, that are filmed at beach locations will have the characters wearing MNii shirts and hats.

“Brands realized early on that they could benefit from their products being integrated into plot lines and associated with popular shows; production companies understood that these deals meant both equating themselves with valuable brands and, in most cases, money. Today, as advertisers worry about fragmented audiences and the DVR making their commercials obsolete, more brands are trying to broker deals with popular shows” (Russell 2012).

46 PrintMedia

Classic aloha style.THE SENATOR TRUNK On July 4th, 1959 JFK walked into the M.Nii Tailor Shop in Makaha, and had a custom pair of trunks built for him. The ship to address was: the United States Senate, Washington DC. !Order yours now. www.mnii.com

Surf. Chill. RepeatTHE MAKAHA DROWNERThey’re built to handle Makaha’s thunderous waves, and your comfort. They can surely handle anything you want to use them for.

Order yours now. www.mnii.com

THE SURF CLUB JACKETThis timeless style is meant to evoke the surf club jackets of the same era in which M.Nii the taior was doing business.

Order yours now. www.mnii.com

You want some fresh clothes bro.THE SENATOR TRUNKOn July 4th, 1959 JFK walked into the M.Nii Tailor Shop in Makaha and had a custon pair of trunks built for him.The ship to address was:the United States Senate,Washington DC.

Order your now. www.mnii.com

Classic aloha style.

“Our society has a love-hate relationship with advertising. Pundits issue warnings about its ubiquity and the cynicism of an increasingly skeptical audience. But who can resist the latest catalog or ignore sumptuous magazine ads? Advertising is influence, information, persuasion, communication, and dramatization. It is also an art and a science, determining new ways to create a relationship between the consumer and the product” (Wheeler 2013).

Advertisements in local newspapers, and magazines promote the brand and highlight promotions and events.

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You want some fresh clothes Bro.MNii.com

OutdoorMNii will be a presence at fun social events. In Palapa styled booths surfing contests, farmer’s markets and beach cleanups… which tie the brand with the Surfrider Foundation. T-shirts, hats and other MNii items are offered for sale, with a portion of all proceeds going to the Foundation. Information on the environmental

causes that the Foundation is involved in, and lots of free MNii and Surfrider Foundation stickers will be distributed, with an invitation to join the Foundation and get involved.

Billboards, posters and flyers promote the brand and the events.

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Ortvid, J. (2013, July). Tailored Swim Trunks. Wall Street Journal. Retrieved from http://online.wsj.com/news/articles/

Report Linker. (2014). Sport Clothing and Accessories Industry: Market Research Reports, Statistics and Analysis. Report Linker. Retrieved from http://www.reportlinker.com/ci02121/Sport-Clothing-and-Accessories.html

PR, N. (2013, August 30). New Surf Dog Hall of Fame Announced at 8th Annual Helen Woodward Animal Center Surf Dog Surf a Thon, Sponsored by Blue Buffalo! PR Newswire US. Retrieved from http://search.ebscohost.com.oclc.fullsail.edu

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Saffer, Dan. (2010). Designing for Interaction: Creating Innovative Applications and Devices, 2/e Vitalsource eBook for Full Sail University. Pearson Learning Solutions. VitalBook file.

Sniderman, Z. (Sept 14, 2010). 5 Winning Social Media Campaighns to Learn From. Mashable. Retrieved June 14, 2014 from http://mashable.com/2010/09/14/so-cial-media-campaigns

Thibeault, J. (May 5, 2014)Is Transmedia Storytelling the New Digital Marketing? Rethink. Retrieved June 14, 2014 from http://www.rethinkeverythingblog.com/2014/05/05/is-transmedia-storytelling-the-new-digital-marketing/

Wheatley, M. (Jan 29, 2013). Virginia Builder Sues Customer Over Negative Yelp Review. Retrieved June 15, 2014 from http://realtybiznews.com/virginia-builder-nega-tive-yelp/98718926/#sthash.BKeuD8hu.dpuf

Wheeler, A. (2013). Designing Brand Identity: An Essential Guide for the Whole Branding Team, 4th Edition. John Wiley & Sons P&T, 10/22/12. VitalBook file.

Williams, D. (2014). The Year Ahead For the Surf Industry. Press. Campaign (UK), 28-29. Retrieved from http://web.b.ebscohost.com.oclc.fullsail.edu

Images of Surfing. (2014). Google. Retrieved from https://www.google.com/#q=images+of+surfing

Images of Hawaii. (2014). Google. Retrieved from https://www.google.com/#q=Hawaii%20images

Images of Hawaiian objects. (2014). Google. Retrieved from https://www.google.com/#q=Hawaii%20images

Images of old Hawaii posters. (2014). Google. Retrieved from https://www.google.com/#q=old+Hawaii+posters+images

Images of M.Nii Clothing. (2014). M.Nii. Retrieved from http://www.mnii.com

Images of the Beach. (2014). 123rf. Retrieved from http://www.123rf.com

The design choices presented in this Branding Campaign Project Book address the contrasting characteristics that are the heart and soul of MNii. Weaving the classic nostalgic elements of the brand’s legendary historic beginnings with the cool, clean, current vibe in the culture of today’s target audience. As well as the clothing line’s bulletproof construction, which is able to hold up while surfing in thunderous waves, with it’s very laid back casual comfort for relaxing after the surf session.

A cohesively integrated identity with exposure spread across multiple media platforms. Creation of a fun, engaging, robust interactive website, tablet and mobile app that is a positive experience for the user will build strong web and social media presence and promote online shopping. Print ads and outdoor advertising formats bring it all together into a cohesive brand image.

The M.Nii brand represents an important part of our cultural history. It has a story to tell, and aloha to spread.

Mahalo

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marcialcoles@gmail.com