CASE STUDY
Finalborgo Officine Running
They support and encourage people to be fully prepared and enjoy their beloved disciplines longer by providing gear, services, and classes.
CHALLENGE
Bringing the brand vision to life
OUTCOME
ACTIVITIES
Brand Positioning
Brand Identity
Art Direction
CHALLENGE
Bringing the brand vision to life
OUTCOME
ACTIVITIES
Brand Positioning
Brand Identity
Art Direction
ACTIVITIES
Brand Positioning
Brand Identity
Art Direction
CHALLENGE
Bringing the brand vision to life
OUTCOME
⏤ B R A N D
Assessment
⏤ B R A N D
Assessment
A WORKSHOP TO UNDERSTAND, ELABORATE & ALIGN THEM ALL
A WORKSHOP TO UNDERSTAND, ELABORATE & ALIGN THEM ALL
MAIN AREAS OF ANALYSIS
PROFILING THE PERFECT CUSTOMERS
We relied on the founder’s long-time experience within retail to work on their dream client’s identities, including personalities, tastes, interests, and behaviours.
PROFILING THE PERFECT CUSTOMERS
We relied on the founder’s long-time experience within retail to work on their dream client’s identities, including personalities, tastes, interests, and behaviours.
SCOPES & OBJECTIVES
This part of the workshop is about all the brand identity basics like goals, mission, vision, values, and differentiators to be elaborated and conveyed to the customers through the brand communication.
SCOPES & OBJECTIVES
This part of the workshop is about all the brand identity basics like goals, mission, vision, values, and differentiators to be elaborated and conveyed to the customers through the brand communication.
PERCEPTIONS
POSITIONING STATEMENT
Finalborgo Officine Running provides gears, services, and courses to eager runners in a friendly atmosphere adopting engaging communication. Motivated by passion we help our customers to feel acknowledged using our competence as a guarantee for their preparation.
D E S I G N ⏤
Process
D E S I G N ⏤
Process
STAGE 1: STYLESCAPES
Such collections are the translation of different groups of keywords generated during the strategy session and organized in groups by similarity. Each group of keywords can be significantly different from the others originating very distinctive styles.
This part of the process is fundamental to setting the creative tone the brand will take and getting aligned with the company stakeholder’s vision before start building any asset.
STAGE 2: CREATING THE VISUAL ASSETS
The design process for the icon started with an imaginary triangle joining the main three accesses to the ancient walls of Finalborgo, the medieval centre of Finale Ligure. This place was a quiet corner along the west Ligurian coast for centuries, but now it’s a vibrant community sustainably working with outdoor sports enthusiasts.
Finalborgo urban agglomeration is a network of paths that unravel among the village buildings. They all join with a central walkway which runs towards Porta Testa, the prime access through the medieval walls. Finalborgo Officine Running icon describes this vision by symbolism. A set of paths, experiences going towards one direction, one common goal: the great outdoors.
HAND-DRAWN LOGO
During the workshop, a contrasting pattern of keywords emerged, where words like technical and scientific were the opposite of natural and sustainable.
To visually condense this contrast was the challenge, and in the end, the choice went for a monoline-style hand-drawn logo. This style provides an aesthetic idea of equity with all the lines at the same thickness. The slightly rough edges associated with the hand-drawn font bring a visual feeling of the natural and sustainable character of Finalborgo Officine Running.
As a final touch we incorporated all the elements into a circle, which technically is the perfect geometrical form.
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BRAND IDENTITY
Logo, icons, patterns, colours, typefaces, imagery, layout, and personality elements like brand culture, brand values, tone of voice, slogans, and content messaging are all elements subject to guidelines. If followed constantly, with time they will build visual memory, recognizability, identification and awareness.
REAL-LIFE APPLICATIONS
