Finalborgo-Officine-Running---Main-Logo---Whyte
Finalborgo-Officine-Running---Main-Logo---Whyte
CASE STUDY

Finalborgo Officine Running

Bringing The Brand Vision To Life
Finalborgo Officine Running is a local shop dedicated to people with a passion for running. Alessandro, the founder and also a local hero within the sport, reached out to me because he was about to realize one of his long-time dreams. Transform his passion and athlete experience within the running industry into a focused brand and shop.
This is the story of how we accomplished his goal.
CHALLENGE
Defining the brand
Bringing the brand vision to life
OUTCOME
A new brand identity and full brand system that define Finalborgo Officine Running as the place to go to be fully prepared for your running passion.
ACTIVITIES
Brand Discovery
Brand Positioning
Brand Identity
Art Direction
CHALLENGE
Defining the brand
Bringing the brand vision to life
OUTCOME
A new brand identity and full brand system that define Finalborgo Officine Running as the place to go to be fully prepared for your running passion.
ACTIVITIES
Brand Discovery
Brand Positioning
Brand Identity
Art Direction
ACTIVITIES
Brand Discovery
Brand Positioning
Brand Identity
Art Direction
CHALLENGE
Defining the brand
Bringing the brand vision to life
OUTCOME
A new brand identity and full brand system that define Finalborgo Officine Running as the place to go to be fully prepared for your running passion.
⏤ B R A N D

Assessment

⏤ B R A N D

Assessment

Discovery Session

A WORKSHOP TO UNDERSTAND, ELABORATE & ALIGN THEM ALL

Twenty years of hands-on experience within the sports industry have taught me one main lesson: there is no winning without a goal and a plan. My practice’s design process resumes the same formula used by sports professionals working on their own goals: analysis, planning, and consistent application.

I start with the analysis phase by organising and facilitating a workshop where I help all the stakeholders involved with the project to clarify and expose their point of view, so that every side and aspect is heard and taken in consideration. Then we work all together on prioritising what is really important for their business and their customers since day one.

At the end of this phase we will have a better understanding of what direction needs to be taken to communicate in the best way possible what their business should look, feel, act and communicate.

Finalborgo Officine Running Brand Discovery Workshop Slides Preview
Finalborgo Officine Running Brand Discovery Workshop Slides Preview

A WORKSHOP TO UNDERSTAND, ELABORATE & ALIGN THEM ALL

Twenty years of hands-on experience within the sports industry have taught me one main lesson: there is no winning without a goal and a plan. My practice’s design process resumes the same formula used by sports professionals working on their own goals: analysis, planning, and consistent application.

I start with the analysis phase by organising and facilitating a workshop where I help all the stakeholders involved with the project to clarify and expose their point of view, so that every side and aspect is heard and taken in consideration. Then we work all together on prioritising what is really important for their business and their customers since day one.

At the end of this phase we will have a better understanding of what direction needs to be taken to communicate in the best way possible what their business should look, feel, act and communicate.

MAIN AREAS OF ANALYSIS

Finalborgo Officine Running Brand Discovery Workshop Target Wobble
Finalborgo Officine Running Brand Discovery Workshop Scopes Wobble
Finalborgo Officine Running Brand Discovery Workshop Perceptions Wobble

PROFILING THE PERFECT CUSTOMERS

CRepresenting the target customers is useful for addressing and reformulating any future decision towards the audience we want to interact with the brand.

For Finalborgo Officine Running, I relied on the owner’s twenty+ years of sales experience within the outdoor industry to get into his dream customers’ identities, personalities, tastes, interests and behaviours.

Finalborgo Officine Running - User Profiles

PROFILING THE PERFECT CUSTOMERS

CRepresenting the target customers is useful for addressing and reformulating any future decision towards the audience we want to interact with the brand.

For Finalborgo Officine Running, I relied on the owner’s twenty+ years of sales experience within the outdoor industry to get into his dream customers’ identities, personalities, tastes, interests and behaviours.

PERCEPTIONS

Brand perception it’s basically the sum of our feelings, attitudes, and experiences with a brand or product. These thoughts and feelings happen before, during, and after a consumer interact with the brand, physically or digitally.
Despite we cannot drive completely people’s gut perceptions, still we can give them consistent inputs so they can identify our brand from the others and build memory around it. At the end of the day, we all buy from who we remember the most.
PLEASANT
SCIENTIFIC
SIMPLE
HIGH LEVEL
SUSTAINABLE
PREPARED
HEARTY
ENGAGING
SUPPORTIVE
CALM
EXPERIENCED
TRUSTING
KNOLEDGEABLE
UNIQUE
FRIENDLY
EMPOWERED
ACKNOWLEDGED
RESPECTED
PROUD
SATISFIED
COMPETENT
EDUCATED
PREPARED
INVOLVED
PLEASED
PLEASANT
SCIENTIFIC
SIMPLE
HIGH LEVEL
SUSTAINABLE
PREPARED
HEARTY
ENGAGING
SUPPORTIVE
CALM
EXPERIENCED
TRUSTING
KNOWLEDGEABLE
UNIQUE
FRIENDLY
EMPOWERED
ACKWNOLEDGE
RESPECTED
PROUD
SATISFIED
COMPETENT
EDUCATED
PREPARED
INVOLVED
PLEASED

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.

Design Process

STYLESCAPES

Stylescapes are collections of visual elements like images, texture, typefaces and colours able to communicate the look and feel of a design project.

These collections are the translation of different groups of keywords generated during the discovery session and organized in groups by similarity.

Each group of keywords can be significantly different from the others, generating very different styles and look. This is particularly powerful to get as close as possible to what my client had pictured in his mind.

HIGH LEVEL
TECHNIC
SCIENTIFIC
SUSTAINABLE
NATURAL

THE ICON FINALBORGO

Finalborgo is the medieval center of Finale Ligure, a town positioned along the west Ligurian coast in Italy. For centuries has been a quiet corner of Liguria but today is one of the main outdoor centers in Europe, where a vibrant community of passionate people promotes its territory in a sustainable way by encouraging the practice of sports in contact with nature. Finalborgo is the beating heart of this brand.

The design process for icon started with an imaginary triangle joining the main three access to the ancient walls.

THE ICON FINALBORGO

The central urban agglomeration is a network of paths that unravel among the buildings of the village to then join and run towards one main direction, Porta Testa, the main wall access. Finalborgo Officine Running’s icon describes this vision in key symbolism. A set of paths, of lives, of experiences, that all go towards one goal, right out there the village walls: nature.

HAND-DRAWN LOGO

The logo is the first touchpoint for the consumer to recognize a company and get the first perception about it. Hand-drawn designs often have the ability to bring more personality to the look and feel of a brand, which suits a local shop very well.

There was a contrasting pattern of keywords where words like technical and scientific were opposite of natural and sustainable. So the challenge was on.

B R A N D ⏤

Identity

B R A N D ⏤

Identity

Being consistent with brand communication is crucial to the growth and success of a brand. Simply put, it’s a way to align any future use of your brand assets to a set of rules called “Brand Guidelines”. This manual includes visual elements: logo, patterns, colors, typefaces, and photography. And also, personality elements: culture, brand values, tone of voice, slogans, and content messaging.

Peak Collective asked me to have a brand identity ready to deliver their brand communication across a broad range of platforms, both print and digital.

Peak Collective - Brand Guidelines Book
Peak Collective - Brand Guidelines Book

COLOR CHOICES

In color psychology yellow is used to evoke feelings of positivity and optimism, while a darker shade of gray is often used to convey a sense of timelessness, and balance. 

COLOR CHOICES

In color psychology yellow is used to evoke feelings of positivity and optimism, while a darker shade of gray is often used to convey a sense of timelessness, and balance. 
Gallery not found.
⏤ A B O U T

Impact

Peak Collective is now able to spread its message coherently and uniquely across every type of platform used, be it print or digital. Reviewing the storytelling to provide users with more content in line with their requests, increased interactions with Peak Collective, positively affecting the reputation of the brand and accelerating the return on investment process immediately.

⏤ CONTACT

Let’s Build
Something Rad
Together!

Just send me an e-mail