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 the local benchmark shop for runners and hikers in Finale Ligure, the Italian outdoor mecca.
They support and encourage people to be fully prepared and enjoy their beloved disciplines longer by providing gear, services, and classes.
CHALLENGE
Defining the brand
Bringing the brand vision to life
OUTCOME
We defined and positioned Finalborgo Officine Running as the place to go not only to buy gear but also to improve the customers’ knowledge and fitness.
ACTIVITIES
Brand Discovery
Brand Positioning
Brand Identity
Art Direction
CHALLENGE
Defining the brand
Bringing the brand vision to life
OUTCOME
We defined and positioned Finalborgo Officine Running as the place to go not only to buy gear but also to improve the customers’ knowledge and fitness.
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
We defined and positioned Finalborgo Officine Running as the place to go not only to buy gear but also to improve the customers’ knowledge and fitness.
⏤ B R A N D

Assessment

⏤ B R A N D

Assessment

A WORKSHOP TO UNDERSTAND, ELABORATE & ALIGN THEM ALL

Our design process resumes the same formula used by sports professionals to conquer their goals: analysis, planning and consistent application. The first step in our brand development process was an in-depth strategy workshop to clarify the company objectives, wins or pain points of the business, their dream customers and the perceptions they want to create about the brand.
Finalborgo Officine Running Brand Discovery Workshop Slides Preview
Finalborgo Officine Running Brand Discovery Workshop Slides Preview

A WORKSHOP TO UNDERSTAND, ELABORATE & ALIGN THEM ALL

Our design process resumes the same formula used by sports professionals to conquer their goals: analysis, planning and consistent application. The first step in our brand development process was an in-depth strategy workshop to clarify the company objectives, wins or pain points of the business, their dream customers and the perceptions they want to create about the brand.

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

Profiling all target customers is handy to address and reformulate any future action towards the audience we want to interact with.

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.

Finalborgo Officine Running - User Profiles

PROFILING THE PERFECT CUSTOMERS

Profiling all target customers is handy to address and reformulate any future action towards the audience we want to interact with.

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

We all see many brands trying different roads at their beginning and struggling to position their company, often following divergent inputs and opinions. Analyzing the scope and objectives of the company help to align all stakeholders, prioritize their needs and have a clear direction to channel all the efforts from every angle of the business towards a common goal.

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

We all see many brands trying different roads at their beginning and struggling to position their company, often following divergent inputs and opinions. Analyzing the scope and objectives of the company help to align all stakeholders, prioritize their needs and have a clear direction to channel all the efforts from every angle of the business towards a common goal.

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

The perceptions we experience before, during and after being in contact with a brand are how we raise our evaluations of it. Constantly providing people with input about particular brand aspects or behaviours help them build awareness about it and develop memory. In the end, the truth is 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
ACKWNOLEDGED
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.

D E S I G N ⏤

Process

D E S I G N ⏤

Process

STAGE 1: STYLESCAPES

Stylescapes are collections of visual elements like forms, icons, images, textures, typefaces, and colours able to tell a style story.

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.

HIGH LEVEL
TECHNIC
SCIENTIFIC
SUSTAINABLE
NATURAL

STAGE 2: CREATING THE VISUAL ASSETS

FINALBORGO OFFICINE RUNNING ICON

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

The logo is the first touchpoint for the consumer to recognize a company and get the first perception of it.

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

Being consistent around brand communication is crucial to the growth and success of a brand. The way to do it is by aligning any future use of all brand assets to a set of guidelines.

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

⏤ A B O U T

Impact

Since February 2021, when the brand launched with the shop inauguration, is constantly building a community of returning customers. People are positively reacting to the in-line customer service provided, supported by consistent messaging through marketing events and social media communication.

⏤ CONTACT

Let’s Build
Something Rad
Together!

Just send me an e-mail