Inline Hockey New Zealand – Branding

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd Inline Hockey New Zealand – Branding

Brand Perception Current logo Inline Hockey is like ice hockey but is played on roller blades.

Inline Hockey is seen as an alternative sport. It has small numbers in NZ. This should not be seen as negative, but as a unique positioning because this could make it desirable to individuals who would like to express themselves in a creative way. It is a fringe sport which is edgy. The edge comes from the use of roller blades which give it a hint of ‘skate culture’ and provides a rush of adrenalin.

It also needs to be seen as a ‘real’ sport. The brand needs to be regarded as official and as having a NZ team. However, the curent branding gives the opposite impression. This needs to be changed.

Audience

The sport needs to grow. Work-on-the-ground has been done to address this but the brand is lacking. The primary audience must be the kids, yet also tick the boxes for parents. The target audience is:

Kids who: - have tried roller blading (or who may be attracted to it) - have not ‘connected’ with mainstream sport - see the sport is cool - see that the sport has heroes (market the star players?) - see it has future for them.

Parents who: - are open to alternatives - want their child to fair go (smaller sport means more inclusive feel?) - want a supportive community

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd Demographics

Cities - have good facilities but market reach is hard due to competition Rural - easier to market to by word of mouth Schools - a captive audience, but must be introduced in a cool way not a school way Media - some inline hockey mention in print and radio, ice hockey (parent-sport) gets some mainstream coverage Web - has a website, FB page, but no active campaigning using Google Analytics or tracking.

Unique difference

Words such as “competitive, team sport, speed, exciting” are good but not unique. Unique things are: Roller-blades Ice Hockey stick Puck featuring pegs Ice hockey equipment with baggy shirt Fringe sport with global connection.

Brand name

Current name is New Zealand Inline Hockey Association (NZIHA)

Suggested name that aligns with website URL:

Inline Hockey New Zealand (IHNZ)

Website URL http://inlinehockeynz.org.nz

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd Tag line

Suggested tag line to attract young newcomers:

Skate on the Edge The competitive Edge The Edge of sport We live on the Edge It’s the way we Roll

Key words: fast, speed, rolling, fringe, edge, inline, fun, adrenalin, rush, hockey, stick, puck, slide. There could be interesting jargon that appeals to newcomers.

Team names

Ideas for team naming:

1. Black Skates (men and women) Junior Skates (age grades) or

2. Black Blades / White Blades / Young Blades 3. Inline Kiwis / Inline Ferns / Inline Keas 4. Black Pucks / Silver Pucks / Junior Pucks

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd Research links

InlineHockeyNZ - http://inlinehockeynz.org.nz Ice Hockey http://www.nzicehockey.co.nz/http://hockeynz.co..nz/ NZ Senior Men – Ice Blacks Skate NZ - http://www.skatenz.org.nz/ NZ Senior Woman – Ice Fernz Then Age grades are all the same Skate Australia – http://www.skateaustralia.org.au/ NZ Netball – http://www.mynetball.co.nz/ Federation of International Roller Sports Silver Ferns Go to Discipline Inline Hockey and look at World Chapionships http://www.rollersports.org/news/news-firs/item/1020-another-step-towards- NZ Rugby tokyo-un-paso-mas-hacia-tokio Smallblacks Rippa Rugby http://www.narch.com/ NZ Rugby Union All Blacks AAU – American Amateur Union Junior Olympics is Hawaii 2016 Also http://www.aaujrogames.org/AboutUs/FutureDates.aspx Cricket - http://www.blackcaps.co.nz/ Team USA http://www.teamusa.org/usa-roller-sports/inline-hockey Men - Black Caps Woman – White Ferns Canada Inline http://www.canadainline.com/team-canada/ Land Hockey - http://hockeynz.co.nz/ …….Hooked for Life http://www.gbhockey.net/ Black Sticks Woman http://www.cerilh.com/en/home-2.html and Black Sticks Men http://www.iihf.com/iihf-home/countries/germany/ Future Black Sticks Junior Black Sticks http://www.online-instagram.com/user/ worldinlinehockey/1908898535/1012522833063395967_1908898535 Rowing Rowing NZ All the Clubs in NZ names are largely taken from the NHL www.rowingnz.kiwi http://penguins.nhl.com/ If you go into Team Sites you can access all American teams logo, uniforms in that site noting this is Ice Hockey as opposed to Inline Hockey http://www.rollerblading.com.au/ ( Very cool picture skating on the edge of a wall) http://skatebiz.com.au/ http://www.hyperride.co.nz/product/skate/104/landing http://www.cheapskates.co.nz/

Targeting kids for skateboarding http://www.miniclip.com/games/extreme-skater/en/ http://www.xtremeiceskating.com/

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd Research images

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd Concept Drawings

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd New Brand Elements

INLINE HOCKEY NZ

In typography this style Inline skate wheels. Inline hockey Fern of font is called an Koru shapes are used stick ‘inline’ font. to depict wheels. This font is called Phosphate Inline.

Inline Hockey New Zealand © Working-concepts are copyright Cluster Creative Ltd New Brand Colours

BLACK silver red

Black and White are Relates to the Silver Fern. Gives an ‘edge’. NZ sporting colours. Fire, speed.

Not green Not blue possibly yellow not a grass sport not a water sport alternative to red

A B C

Organisation logo Organisation logo Organisation logo

black skates black junior black junior skates skates skates skates junior skates

Team logos Team logos Team logos

Skate on the edge the competitive edge it’s the way we roll

Tag lines

light alternative