INTRODUCTION

“Ecko is the Reflection of the Rhino in You”

This campaign book is a tool that focuses on the concept of brand management and the elements and processes that brand management entails to build upon an already success-ful brand. Since its inception in1993, Ecko Unlimited has been influencing street fashion, giving rise to the hip-hop culture, influencing street fashion, giving rise to the hip-hop culture, graffiti art and subculture trends associated with urban wear. Its rhinoceros logo has since been a recognizable label in street fashion and the rhino empire has since continued to grow from its humble beginnings. The following pages will reflect the building blocks to brand management for Ecko Unlimited and their new sports line of clothing Ecko Extreme. Same Rhino, Same Flair, Same Quality…Same Rhino, Same Flair, Same Quality…

1.0 Brand Research

1.1 Abstract1.2 Brand Objective1.3 Target Market1.4 Creative Brief1.5 SWOT Analysis

2.0 Creative Concepts2.0 Creative Concepts

2.1 Toolbox2.2 Mood Boards2.3 Logo Development2.4 Print Ads2.5 Web

3.0 Style Guide

3.13.1 Logo Design3.2 Color3.3 Textures3.4 Typography 3.5 Imagery3.6 Application

4.0 Design Solutions

4.14.1 Social Media4.2 Print Media4.3 Television4.4 Website4.5 Product Placement 4.6 Direct Mail4.7 Conclusion4.84.8 ReferencesTa

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1.0

1.1 Abstract

1.2 Brand Objective

1.3 Target Market

1.4 Creative Brief

1.5 SWOT Analysis

RESEARCHBRAND

“A look at whatsnew with

Ecko Unlimited”1.1

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Brand Research

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AbstractIn researching various brands and companies within the apparel sector, Ecko Unlimited stood out from the rest within the urban, hip-hop fashion industry. From six t-shirts and spray cans to the great empire it has be-come now, this company is sure to spell success in such a competitive industry. However, to stay on top of trends, Ecko unlimited is willing to make some changes to their brand while remaining genuine to the brand’s loyal customers. The founder feels that the company should brand’s loyal customers. The founder feels that the company should still target young audiences, but wants to offer its forward thinking consumers and sports enthusiasts a line that they can wear while making a statement. The brand will target diverse audiences within various age groups and sports enthusiasts who want to wear the brand and feel a sense of individuality and toughness while still feeling comfortable. Many, including famous celebrities, who in turn will capture worldwide audiences, will wear the new sports line as well. The infamous Rhino will continue towill wear the new sports line as well. The infamous Rhino will continue tostomp of the grounds of the fashion industry,but with its new sports line called Ecko Extreme. There will be a change in color scheme for the linerepresenting a rugged look that in turn will be pleasing to the eye. The company will introduce its brand using various forms of media, giving accessibility to the brand to diverse audiences worldwide, while also raising the awareness of rhino extinction.

The objective is to add a sports line to the urban hip-hop brand specifically targeting diverse markets using various forms of media to meet the needs of forward-thinking consumers. These changes will reflect the company’s position, remaining consistent with the company’s values that have been established in the past and staying true to their graphic identity that has past and staying true to their graphic identity that has allowed the company to become and infamous label.

Ecko will be able to keep its loyal customers satisfied while gaining the business of new and diverse target markets that will find the brand suitable for their needs. The brand will continue to be a recognizable brand and continue to stay on top of the apparel industry and separate their brand from the rest with their newly separate their brand from the rest with their newly added sports line.

Objective

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Brand Research

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Target Market

The Ecko Extreme brand will target diverse audiences in various age groups who want to wear the brand and feel a sense of individuality while still feeling comfort. The casual sports line will be worn by many including famous celebrities, which will in turn capture audiences.

The brand will target various markets including sports and fitness and compete with other urban wear competitors in an industry where trends change frequently. Ecko Extreme will gain popularity with young men change frequently. Ecko Extreme will gain popularity with young men and women, older adults and fitness and sports enthusiasts with distinct needs.

Key Tenets

Extreme Individuality Tough

Tagline

“Wear Your Tuff Skin”

Campaign Project Objectives: The campaign objective is to focus on their promise to meet the needs of audiences worldwide providing a look that is comfortable, sporty, and casual. Targeting diverse and casual. Targeting diverse markets worldwide, especially fitness enthusiasts, Ecko Extreme will be the brand to trust to give you individuality and allow you tomake a statement. Ecko will allow you to feel the strength while wearing your “Tuff Skin”while wearing your “Tuff Skin”

Positioning:

Ecko Extreme, a sports line under Ecko Unlimited meets the needs of audiences worldwide. Ecko is one of the only urban hip-hop apparel brands introducing a sports line to the target market. With this said it, the target market. With this said it, Ecko Extreme will focus on become a strong winning brand and succeed in a competitive industry.

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Creative Brief

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Opportunities

• Gaining and keeping loyal customers by

demonstrating its uniqueness

• Evolving into fashion sector

• Providing cutting edge designs in sports

wear

• Flexible and affordable prices

• Targeting audiences worldwide

Threats

• Competition will evolve and continue

to target audiences similar to Ecko Extreme

• Regain and keep profits to become a

leader in the fashion apparel sector

• Gaining trust from fashion enthusiasts

who are followers of the competition

Weaknesses

• Needs to catch up with competitors

• Lack of evolution with culture and trends

• Competition is intense in the fitness

apparel sector

Strengths

• Pioneer brand in the urban hip-hop apparel

• Gained success from humble roots

• Flexibility in affordable prices and diversity

in brands

• Only hip-hop apparel company to own a

sports line sports line

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Creative BriefS.W.O.T. Analysis

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Ecko is the Reflection of the Rhino in You…

2.0

2.1 Toolbox

2.2 Mood Boards

2.3 Logo Development

2.4 Print Ads

2.5 Web

CONCEPTSCREATIVE

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Toolbox

BRAND LOGO

SPORTS BRAND LOGO

TAGLINEWear your tuff skin...

This toolbox is a compilation of creative elements considered and used for the final creative actions, materials and inception for this campaign. Various type, images and logo styles were used in the completion of this rebranding process for Ecko’s new clothing line Ecko Extreme.

The mood boards used to represent material used for Ecko Extreme will enable the client to get an idea of what the brand is about and give the audience the “look and feel” of the company. Various photography, color palettes, typography, patterns, and textures give the overall feel of this campaign. The mood boards all represent individuality in an extreme form, conservative represent individuality in an extreme form, conservative form and more subtle form. Nevertheless, they all played an important role in the design for the brand.

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MoodBoards

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Rough Draft logos for the new Ecko Extreme sports line.

Logo DevelopmentThe original Ecko logo uses a pictorial mark with a standing rhino with the word mark Ecko Unlimited. However, I wanted to “keep the genuiness” of the brand and did not want to change it drastically. Therefore, the final logo still uses the infamous rhino pictorial mark, but in infamous rhino pictorial mark, but in motion to depict the action in sports.

The word mark now changes to Ecko X, to represent Ecko Extreme. The “X” consists of two arrows, which intersect into each other also showing motion. The bar over the typeface represents weights that are used in weight lifting weights that are used in weight lifting and fitness. The design’s color attracts the attention of the viewer because it represents coolness, security, confidence and individuality.

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Final 5 Draft choices

Final logo and tageline

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Print AdsEcko Extreme print ads are geared to promote the toughness and individuality of the brand and the statement it will make when you wear it. The goal is to target and convince audiences worldwide that the clothing line comes from a successful brand and that they can expect the same quality, affordability and service. The ads same quality, affordability and service. The ads are meant to draw the attention of the reader and to entice the viewer to want to purchase based on what they see.

Rough Sketches for Ecko Extremeprint cover and magazine spread.

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Ecko Your Own Flava

This tagline will draw in the reader because each individual has a unique style that they will like to express in their own individual way.

Rough sketch for Ecko Extremesports magazine ad.

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Web Application

Rough sketches of Ecko Extreme sports website application.

Ecko Extreme’s web will focus on simplicity and image display that focuses on the sports line and the target audience. The navigation on the web will also be simple and user friendly. The brand colors and logo will be incorporated throughout the site and video and music links will be accessible to consumers. Customer will be accessible to consumers. Customer service will be priority and accessibility to areas within the site will be kept simple and user friendly.

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Web Interface wireframe

web application prototypemenu, color scheme, links,copy and image area.

Web Interface menu bar

web application a look at logoplacement, the menu, dropmenu and color scheme.

3.0

3.1 Logo Design

3.2 Color

3.3 Textures

3.4 Typography

3.5 Imagery

3.6 Application

GUIDESTYLE

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LogoDesign

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Ecko has built upon their brand and they have established a well recognizable logo, it is always good for business to make small changes here and there in order to stay with the trends and sometimes redesigning might take place, however, the Ecko Extreme logo plays a very critical role in the marketing logo plays a very critical role in the marketing of the brand and will keep the infamous rhino logo. The color was changed and a signature was added to distinguish the “look and feel” of the line of clothing.

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LogoDesign

Surrounding SpaceSpace around the logo should always be taken into consideration and should be applied and maintained at all times. The clear space is displayed by using the “X” as a marker to illustrate the space where no other type or graphic images or elements should appear.or elements should appear.

SpecificationsEcko Extreme depicts a pictorial mark on their brand and a sequence of cognition, which is the rhino that has become a recognizable image. “The image itself may allude to the name of the company or its mission, or it may be symbolic of a brand attribute” (Wheeler, 2013). It also includes a brand attribute” (Wheeler, 2013). It also includes a word mark with distinctive font characteristics. This is very important to the company in order to carry on tradition while differentiating itself from the rest using their infamous rhino pictorial mark. This is what makes Ecko stand out from the rest. Everythingis visual and must be pleasing to the eye and recognizable to the brain.eye and recognizable to the brain.

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eColor Palette

“Color is used to evoke emotion and express personality” – Alina Wheeler

Color is a very important element in the subject matter of a logo. A logo cannot represent a brand without color. Color and consistency are key elements in representing a cohesive look and feel for Ecko Extreme. The colors chosen to represent Ecko Extreme for their sports line symbolize to represent Ecko Extreme for their sports line symbolize confidence, security and individuality. Black represents the conservative side of the brand while it goes well with any other color. Blue represents strength, importance and confidence, while gray represents the security and the stability and the feeling of a balanced existence in life. White represents the coolness and simplicity of the brand. Overall, the colors representing Ecko Extreme convey the Overall, the colors representing Ecko Extreme convey the toughness in you.

Color

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TexturesElements of art, such as textures are used to give a two-dimensional feel to the work of art. Textures for Ecko Extreme are being used to complement the designs used for the brand, but not overpowering the design. The textures representing Ecko Extreme are being used to representing Ecko Extreme are being used to complement the brand while allowing the viewer to feel the uniqueness of the brand and what the brand is about.

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eTextures

The rugged textures such as the brick wall, graffiti art, the chain link fence, the crumbled paper, the stucco wall and he cracked wall are representations of the urban, hip-hop look, allowing the viewer to feel the two-dimensional effect of the brand and the ruggedness and effect of the brand and the ruggedness and the toughness it represents.

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eTypographic Usage

“Typography has one plain duty before it and that is to convey information in writing with style” (Arfa, 2010).

Ecko Extreme’s corporate typeface is one that identifies and represents the brand’s identity clearly. Typography is one of the elements of success in any form of communication and therefore a very important element in Ecko’s brand to convey the correct information to the viewer. Typefaces from the Avant Garde font family are being utilized for a more subtle look, while other fonts such as Imagine, EL & Font, are being utilized for a more subtle look, while other fonts such as Imagine, EL & Font, Magic Marker, Paint Cans, Sear Font or Electrical could possibly be incorporated as well.

Typography

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AvantGarde -Book Bold / AvantGarde Gothic LT ExtraLight/ Avant Garde Font Family

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eImageryThe images chosen to represent Ecko Extreme should compel the viewer to want to read the content. The images will engage the customer while establishing the reputation of the company and its brand. Images used for Ecko Extreme will evoke emotion about the brand and establish and promote a connection between the reader, the viewer, the target audience, and Ecko.

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The following are examples of merchandise displaying the brand mark. Target audiences or consumers will be capable of wearing their “Tuff Skin” and sporting accessories.

Application

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Outdoor AdvertisementAdvertising on billboard’s vehicles and bustops

to promote the new Ecko X (Extreme) sports line.

Apllication

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Indoor AdvertisementAdvertising through televison and monitor’s

and campaign display’s with Ecko X

advertisement, marketing and promotions.

4.0

4.1 Social Media

4.2 Print Media

4.3 Television

4.4 Website

4.5 Product Placement

4.6 Direct Mail

4.74.7 Conclusion

4.8 References

SOLUTIONSDESIGN

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Social Media“Social media amplifies the consumer experience” – Jeffrey Summers

In a world where social media has taken over activity on the web and 93% of marketers use social media for their business, Ecko Extreme will use this means of marketing in order to reach wide audiences worldwide. Ecko Extreme will become a leader in the sports fashion industry using social media sources such as Facebook and Twitter and mobile apps. Social media will truly create mobility in the palm of the consumers’ hand.in the palm of the consumers’ hand.

SPORTSBRAND

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THE BLOG

SPORTSFASHION

MOSTTALKEDABOUTSTYLES

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Print MediaPrint media is an important element in marketing and a worthwhile endeavor for any brand. Ecko Extreme will use print media to meet the needs of those that prefer magazines, newspapers and print material. Also because it is visible and portable and very long lasting as opposed to electronic sources. Advertising is also an important element under print media, which Ecko Extreme will be element under print media, which Ecko Extreme will be using for brochures, flyers, pamphlets, catalogs, etc. Outdoor print media will also be an important means of advertising for Ecko Extreme to convey the look of the brand.

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TelevisionTelevision is an important advertising medium for Ecko Extreme since it creates a broad awareness of their new sports line and reaches audiences in mass numbers because of the properties television has to offer in sight, sound and motion, which sets it apart from other media assets. By using television, Ecko Extreme will reach diverse audiences by ages and gender in various networks, channels and programs and will be used to entice and networks, channels and programs and will be used to entice and capture the audience with sound and visual aspects of the design.

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WebsiteA website is one of the most important tools that a business can use for marketing. A website will reach audiences in mass numbers worldwide and will allow the user the independence to learn more about the business and order merchandise online. The benefit to having a website is that it is accessible seven days a week, twenty-four hours a day. Ecko’s seven days a week, twenty-four hours a day. Ecko’s user-friendly website will provide an online community and outstanding customer service.

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Product Placement

Ecko Extreme will draw many audiences to their sports line with the association of celebrities and professional athletes, instilling the feelings of trust in the brand. Ecko Extreme will generate audiences for sporting events and enter agreements so that the sports line will be endorsed. The brand will gain exposure and recognition with celebrity endorsements and celebrities will express the genuiness of the brand.celebrities will express the genuiness of the brand.

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Direct MailDirect mail is a must for any brand in order to draw audiences and to be able to touch a customer across multiple channels to increase a brand’s success. It is one of the cheapest and most effective marketing strategies and allows the company to form a bond with per-sonalized mailers and reminders to the client sonalized mailers and reminders to the client about their relationship with the company. Therefore, Ecko Extreme will be using this means of communication with their consumers and will also be using direct mail through text and email, offering coupons and promotions to entice consumers.

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“Iconic designs that stand apart from the crowd

have just one feature to help them stand out.

That’s it. Just one. Not two, three, or four. You

want to leave your client with just one thing

to remember about your design”

(Airey, 2010).

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References

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Stomp on over and visit us atwww.eckox.com