Branding a rolling work of art.
Previously named Burnt Hills Longboards based on their hometown of Burnt Hills, NY, Latitude Longboards sought to create a sophisticated brand of longboards for riders of all ages.
Competitive Report
The first thing the company needed was a clear understanding of their competitive set. An audit was done for all major competing longboarding companies encompassing logos, websites, board styles, color palettes, and key messaging points.
Metaphor Elicitation Research
Using the technique of Metaphor Elicitation, an image library of non-literal images was created along with a set of targeted questions to help the founders put into words what their brand stood for. This also helped in the creation of their positioning statement.
Positioning Statement
Using the qualitative research done in the previous phase we set up a collaborative workshop with the client to craft and finesse a working positioning statement for the brand moving forward. A set of brand attributes was also created to help judge future creative work for the brand.
Naming
From the research it was clear that the original Burnt Hills Longboards name was not the right fit for the brand. A list of over 500 names was created, boiled down to 15 finalists, and the name Latitude Longboards was selected.
Logo Exploration
A set of six logos was presented to the client revolving around the brand attributes and positioning statement. After this, a final round of revisions was completed to find the perfect color, symbol, and typeface combination.
Final Logo
The final logo, set in a confident all caps DIN Black, uses a bright green color palette to connect to nature and the feeling of freedom and rejuvenation riders often feel. The diagonal lines can be seen as latitudinal lines or hills of different gradations. The circle is also used in the symbol as it connects to the silhouette of the Earth in which the latitudinal lines cut across. The circle is also a common shape in longboarding, relating to the wheels, bearings, and bolts that are fundamental to every board's construction.
Deliverables:
- Metaphor Elicitation research
- Competitive Audit
- Brand Attribute Creation
- Positioning Statement
- Name
- Logo
- Logo Application
- Color Palette