DANA SALINAS DE LA GARZA Summary and Brand Voice Summary

Process DANA SALINAS DE LA GARZA summary and brand voice summary

SUMMARY Moungear is a proud company that sells climbing gear that is secure and safe to use. We understand that safety is the number one concern involving heights which is why we also offer certification classes to teach the community the necessary tools to stay safe.

BRAND VOICE Moungear represents strength and adventure. Life should never be lifeless and with us it never will be. onlINESS statement

WHAT MAKES US THE “ONLY”? Moungear understands that safety is the number one concern involving heights which is why we are the only climbing gear company that offers ACCT certification classes to teach the community the necessary tools to stay safe.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION Moungear is a proud company that sells Social media trend where information is zag analysis zag WHO ARE YOU? WHAT WAVE ARE climbing gear that is secure and safe to YOU RIDING? fast and easily available to the population. use. We understand that safety is the Instagram is an effective platform to share most important aspect of heights. the beauty of climbing by sharing pictures of the wilderness and outdoors.

WHAT DO YOU DO? Sell climbing gear, such as carabiners, WHO SHARES THE Black Diamond Equipment — Climb, Ski, harnesses, rope, clothes and accessories BRANDSCAPE? & Mountain gear found by Yvon Choui- specifically made for climbing, and etc. nard in 1989.

Petzl — often thought of as the most design-conscious brand in the industry. Based in France.

WHAT’S YOUR To keep fellow climbing enthusiasts safe WHAT MAKES YOU Moungear understands that safety is the VISION? while allowing them to reach new heights THE “ONLY”? number one concern involving heights and always find new adventures. We stro- which is why we are the only climbing ngly believe everyone should have the gear company that offers ACCT certifica- opportunity to explore something new tion classes to teach the community the and never stay bored. necessary tools to stay safe.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION Moungear needs to establish itself in the Moungear. Our name represent the con- zag analysis zag WHAT SHOULD YOU WHAT DO THEY ADD OR SUBTRACT? commercial world, so instead of trying to CALL YOU? nection between gear and mountains. outsell itself to compete with Black Dia- mond and Peltz, earning the trust from its customers will be far more effective in building loyalty.

WHO’S THE ENEMY? Corporations who cut corners and won’t HOW DO YOU We are adventurous. We are safe. We train their employees the correct form to EXPLAIN YOURSELF? are strong. stay safe for the sake of saving money.

WHO LOVES YOU? Climbing enthusiasts who are motivated HOW DO YOU Moungear is heartily involved in the safety to explore and experience new activities SPREAD THE WORD? of customers by offering certification prac- on rock. Nothing is ever enough which is tices within our company. We as a compa- why we encourage our customers to push ny feel more accomplished when custom- the limits while staying safe. ers seek our help to teach them the best way to keep themselves and others safe.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION Moungear has stores that customers can By keeping our promise to deliver adven- zag analysis zag HOW DO PEOPLE HOW DO YOU EXTEND ENGAGE WITH YOU? visit and an easy to navigate website that YOUR SUCCESS? ture, safety, and strength in our brand and one can purchase our products in the our products. We represent the experi- comfort of their home. People are more ence of customers when they climb. than welcomed to also contact our company by phone or email that’s available in our website.

WHAT DO THEY Moungear is a new company that will HOW DO YOU PROTECT By staying true to our word. Our business EXPERIENCE? enter the commercial world against com- YOUR PORTFOLIO? is 100% safe so the customer doesn’t panies such as Black Diamond and Petlz. need to worry about failure of equipment. Unlike our competition, we offer certification practices that ensure the public of our commitment.

HOW DO YOU EARN We will keep transparency with our cus- THEIR LOYALTY? tomers. Always there to help and create a positive experience when it comes to climbing. We encourage and we do not set limitations to adventure.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION swot analysis

STRENGTH Moungear is heartily involved in the safety OPPORTUNITIES A clean slate means a no reputation, good of customers by offering certification prac- or bad. It is our job to create a positive tices within our company. We as a company experience between customers and our feel more accomplished when customers brand, so transparancy and assurance is seek our help to teach them the best way to vital to our brand. keep themselves and others safe.This helps us keep transparancy with our customers and demonstrates that we are loyal to their business and wellbeing.

WEAKNESS Moungear is a newly developed company THREAT Competition is big and strong. As a new and needs to establish itself in the com- company, competing with these big busi- mercial world. Gaining loyalty from cus- nesses will be a challenge and convinving tomers will be a great challenge but worth customers to change brands might be it in the long run. difficult but not impossible.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION brand pillars

PURPOSE Moungear’s goal is to satisfy the customer DIFFERENCE Moungear is the only current climbing with their climbing needs while keeping company that provides certification class- them safe to have new adventures. es for our customers.

VALUE Our loyalty to customer safety expands EXECUTION Moungear is heartily involved in the safety in our business by providing certification of customers by offering certification prac- practices for a resonable price. tices within our company. We as a company feel more accomplished when customers seek our help to teach them the best way to keep themselves and others safe.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION mood board

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION BRAND audit WE ARE WE ARE NOT

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION COMPETITIVE AUDIT

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION color palette

BOLD might RGB 234.148.35 RGB 234.148.35 CMYK 0.38.85.8 CMYK 0.7.15.54 HEX #EA9124 HEX #766E64

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION typography

BEBAS NEUE regular Moungear

AVENIR MEDIUM “Moungear is a proud company that sells climbing gear that is secure and safe to use. We understand that safety is the most important aspect of heights.”

AVENIR BOOK “Be adventurous. Be safe. Be strong.”

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION signatures BRANDMARK The Moungearbrandmarkisanabstract M forMoungearandmountains. oftwocarabinerslinked—stronglyform itors. The abstract form alsorepresentsitors. Theabstractform the strength anddurabilitythanothercompet- suggesting ourproducts havetwicethe MORPHOLOGICAL APPROACH

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION brandmark

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION wordmark

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION primary signature primary

MOUNGEAR

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION secondary signature secondary MOUNGEAR

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION brand identity element ROPE Rope playsanessentialpartinclimbing. Our pattern isinspiredOur pattern byMoungear’s dynamic rope. icons

CLIMBING

Icon for products that are best used for climbing.

ICE MOUNTAIN

Icon for products that are best used for ice mountain climbing.

ROCK CLIMBING

Icon for products that are best used for rock climbing.

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION usage

MOUNGEAR MOUNGEAR MOUNGEAR

MOUNGEAR MOUNGEAR

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION COMPETITIVE AUDIT

MOUNGEAR

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION THANK YOU

ARTC3304.001. BRANDING SYSTEMS. FALL 2019. SOLIS DANA SALINAS DE LA GARZA FINAL PRESENTATION