evolv rebrand

7/28/2019 Evolv rebrand

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who is evolv?

BRAND CHARACTERISTICS

- Broad color pallets- Comfortable/aggressive shoes- Grunge aesthetic- Shoes have increased odor- Professional Sponsor

PRODUCTS

- Climbing Shoes- Approach shoes- Crash pads- Accessories- Apparel

Evolv is a U.S.-based performance climbing and outdoor footwcompany dedicated to creating high friction technical rock boand outdoor shoes. Born in 2003 out of a dream to create the berock climbing shoes in the US, the rst Kaos and Bandit mowere hand-crafted and built in a 500 square foot garage by the twowners. Nine years later, Evolv is now one of the top rock climshoe companies in the world and is trusted by many professioathletes and weekend warriors to reach their full potential.


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FAILURES:

- Ineffective identity system- Narrowed audience- Perceived lack in performance- Fails to promote being green

SUCCESSES:

- Comfort- Local Availability- Nationally recognized ath- Attractive shoe design- Recycled climbing rubbe- Shoe longevity

VAR IAB LE TH IC KNE SS RA NDEvolv has produced a toe rand with strategically varying thickneto increase longevity and performance. With VTR3D, the high wzone of the rand is thicker, while low wear areas are kept threduce pressure points and hot spots around your foot.

VT R A DVA NTAG ES :Thicker rand in the high wear area around the toes to increase dbility. Maintains toe box structure and t throughout the life oshoe. Thinner rand in spots to reduce pressure points and hot sp

brand analysis


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the issue

the solution

The brands image, performance and shoe rubber is viewed asbeing inadequate and somewhat armature compared to com-petitors. The current target audience is narrow in comparisonto brands such as Five Ten, La Sportiva, Nike, or Adidas. Thecurrent website is very minimal in content and lacks an com-pelling interface.

The new evolv brand should be perceived as being a highlyinnovative, sustainable company that is involved in the commu-

nity and makes customer service their top priority. A redesignof the current website and visual graphics needs to be done tore-establish the brands product line, while further promotingthe idea of being Green.


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CHARACTERISTICS

- Professional- Sustainable- High-performance- Comfortable-Community driven- Innovative

PRODUCTS

- Climbing shoes- Hiking/approach shoes- Crash pads- Accessories- Apparel-Skate shoes

-Biking shoes-Backpacks-Mountaineering gear

AUD

- Clim- Hike- Outd- Bike- Skat- Run

- Free- Back

evolv in fve years


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The new brand should have a dynamic and advanced appearanto their visuals as well as their products. A tighter control on ucolor will help to unify the appearance of the brands shoes. Coand visuals should promote the idea of nature and sustainability. is currently the least recognized aspect of the brand.

visual tone


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sustainabilityTRAX RUBBEREvolv continually works towards being environmentally constious and sustainable. We realize that due to the nature of manufturing we can never be fully green, but we strive to do our besminimize harm to the environment. With this goal in mind, evolvTRAX Rubber have developed eco-TRAX, a recycled contenfriction rubber compound and started using it on products beginniFall 2008, making evolv the rst climbing shoe company to umore environmentally friendly rubber on climbing shoes.

The technology comes from decomposing selective pre & post co

sumer rubber waste and then reprocessing it to make a usable compound. Currently, 30% of the eco-TRAX compound used on separts of outsoles is recycled material, however we plan to use a higrecycled percent compound on other applications that dont requmaximum friction.


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typographicpallete


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logotypeI wanted to come up with a modern and sleek looking design evolv while retaining a similar shape to their current logo. Therent logo is heavily distorted with noticeable vector shapes wiit. I wanted to create a streamlined look that would aid the branwidening their target audience. I used futura std heavy as the bafont for the design, while slightly modifying the e and the l in oto create a consistent rhythm with the geometry.


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EVOLV CLIMBING STORE & GYMThe new evolv store would offer customers the chance to try oushoes they potentially plan on buying at an actual climbing gym. Mpoint of purchase displays are currently using a small rock shadisplay which mimic that of a climbing or hiking situation. Evotake that concept further and give the consumer a chance to reatest the limits of the shoe.

MORE THAN A STOREBecause the new evolv is focused on community, the space will

vide a comfortable and pleasurable experience for new and attunclimbers and hikers. The cafe on the upper deck of the building seras a space for people to relax and eat a meal or get refreshmewhile they spend time at the evolv store. The bouldering wall adjacto the cafe would serve as an exciting and adventurstic route totop of the building, encouraging the act of climbing.

environmental spa


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THE NEW EVOLV WEBSITEThe new evolv website would serve as an online hub for the cling community, providing users with live feeds of data and weupdates of news in the climbing scene. The online store would server as the main point of sale for t he company. Because evolvinternationally, it is key that the store would be simple, easy toderstand, and available in multiple languages.

ONLINE COMMUNITY The site includes online discussion boards and communicationvices to create a more integrated online community for clim

and out door enthusiasts alike.

online experience


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THE NEW MAGAZINEThe new evolv will feature their own quarterly magazine displthe latest advancements in climbing shoe technology and discuing the latest buzz in the climbing community. Ideally the zine wfeature beautiful hi resolution images of climbing locations accpanied by inspiration and though provoking quotes.

publication


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IDEAL LOCATIONBecause most shoe companies are now marketing directly throclimbing gyms, i found this to be a good design opportunity to cnect with the target audience on a deeper level than just advering. Evolv is about the appreciation of nature and the ability to lat ordinary things in different ways. This ideology is deeply rootclimbing culture. The ability to pick out a unde ned route on a is recognized by the community as an art form in itself.

poster series


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INITIAL STUDIESThe initial studies that i did were based off of the current shoethe brand is currently making. The color pallet seemed a bit band arbitrary, yet certain colors stood out to me. The shoes shon the right provided me with the initial inspiration for the branew color pallet.

GOING GREENI chose the green color scheme for mult iple reasons. Not only dthe brand currently use this color, I felt that it could accentuatthe idea of nature and sustainability. The fact that evolv is curr

the only climbing company recycling their rubber puts them aadvantage when marketing towards the environmentally conscio

color study


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logo study


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evolv rebrand

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