westbeach brand book

8/13/2019 Westbeach Brand Book

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HISTORYDNA

MISSIONBRAND PROMISE

PERSONALITY & ATTRIBUTESSTRAPLINELOGO

TYPEFACECOLOUR PALETTE

CONSUMER

DESIGNRANGE SEGMENTATION

GEAR ATTRIBUTESITS ALL IN THE DETAIL

STORESWEBSITELOOKBOOK

BLOGGAGESOCIAL MEDIA

AIRTIME TV

OUR TEAMFUTURE

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PAGE TITLE

CONTENTS


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It was all about the shorts- Paul Gaszofounded in 1979 by Dennis Chip Wilson and Cindy Wilson selling

multi-coloured reversible shorts, California style but in Calgary

Reversable shorts: between those and hooded sweats. That was thebrand.

1985 came the year of 4 season apparel

1980s it was all about being neon, shouting about Westbeach

1985 Scott Sibley joined the team with his Cal BC shop that sold surf

and skate boards and finally the store became Westbeach

The brand needed more for the four season collections and to makeprofit in the winter, thats where snowboarding came in.

The first snowboarding clothing piece was an all-in-one- but soon theWestbeach bomber jacket became the signature piece

Westbeach store began to carry snowboards and the brand evolvedaround it.

mid- 1980s The West beach classic was born, a competitive event or-

ganised by westbeach. It began with surf but moved to snowboarding in

1989 and became an iconic event. to ride, watch, and party

1987 they understood sponsorship and realised news letters on theCalifornia and snowboard culture

Westbeach began to diminish but Fred Royale bought the brand in 2006and now restored to its original goal and attitude. an authentic snow-

board brand that is in it for all the right reasons and for the long haul.

HISTORY


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DNAWestbeach are pioneers, we produce products for

100% snow sports. We lay paths for the individualswho push their craft to reach new talents. We insure

that whatever the conditions Westbeach canprovide, designed by snow sport riders, for riders.

MISSIONWestbeach aim to be the sole provider for any

snowsport participant, they will challenge andcompete against others and through technologies

and expertise become the chosen choice for allriders. They aim to ride out their global mission andbe available in every country. Westbeach want to

continue to spread their enthusiasm, knowledgeand above all fun to the rest of the snowboardingand freestyle community.

BRAND PROMISEWestbeach products are 100% made for riders.

Every nuance of every technical feature and designelement is focused on the sole purpose of makinga day on the mountain with friends that much more

enjoyable. We promise to deliver and cater for onething in mind, Fun.


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Westbeach has a strong sense of history andheritage. It knows its roots and previous players.

Westbeach never conform, they ride in open space,making playgrounds out of mountains. What weensure is that our riders are kitted out with the best

threads, that they are the trendsetters. Westbeachreflects an image of rebelliousness, original, cool but

above all inspirational craftsmanship. Westbeach isthe provider for any snow sport enthusiast.

COOL

ORIGINAL

EPIC

TECHNICAL

PASSIONATEREBELLIOUS

A CRAFTSMAN

PERSONAL ITYAND ATTRIBUTES


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STRAPLINE

Through our tagline we are able to

explain further who we are and what westand for, our tagline is who we are.

We our proud of where we come fromand what we do and therefore we

shout it on many of our products and

communication content.


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LOGOVARIATIONS


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TYPEFACE

WestbeachPrimary Typeface

Arial

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

THE CANADIAN SNOWBOARDING

ORIGINAL

Secondary typeface;

Bangla Sangam MNABCDEFGHIJKLMNOPQRSTUVWXYZ


bloggage

third typeface:

CourierABCDEFGHIJKLMNOPQRSTUVWXYZ



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Red, white and black have always been Westbeachs staple colours.The colours revert back to our Canadian roots, we want to clearly show

where were from and who we are; and those colours say it all. These

colours should be used for all logo or print name on our promotionalpieces to clearly define our brand. These colours should also appear

on our online advertising and website.

In terms of product colours, this changes season to season and re-

flects what we are currently taking inspiration from.

COLOURPALETTE


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CONSUMER

They like to live on the edge, generateadrenaline and feel freedom riding through

the mountains. They love to get out in thesnow and will happily get that early start for a

good days run. However, once the sun startssetting and last lifts are called Westbeachconsumers are the first for aprs ski. Theylike to work hard, play hard and to not take lifetoo seriously.

FUN

ENERGETIC

SOCIABLE

ADVENTUROUS

CAREFREE

REBELLIOUS

COOL

DIGITAL


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DESIGN

We believe that no matter how unkind mothernature is your mind shouldnt be on your gear.

Whether your in your back yard or half way roundthe world in untapped range, your gear shouldalways be on point, outperforming you every lap,

every day of the season. This is why we ensure thatwe evaluate, test and re-develop our designs so

that they become the most valuable companionout there with you; enjoying every turn, every diveand every jump.


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RANGE

SEGMENTATION

We devise our products by its fit and shape. Ascraftsman, we like to ensure that we can createsomething for everyone, and therefore we focusour attention on a few shapes that appeal to

all. Each type will then be diversified in print andfashion to further our products visual aesthetics.


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GEAR

ATTRIBUTES

ALTUS

Our Altus fabric is our durable performance

material made to last long after you are washedup. Our performance rating of 10,000mm by10,000gm means it tackles very wet and highwind conditions, however still able to accompany

you in city and on hill.

COCONACocona is our new waterproofing systemmade from activated carbon from recycled

coconut shells. The result; the pinnacle of

outerwear performance. Our Cocona range isour highest rated waterproof and breathabilityfabric, offering 20, 000mm waterproofing and30,000gm breathability. Its waterproof and

breathable properties means precipitationstays on the outside, wipes water away on the

inside and keeps elements sealed out.

SS

Our soft shell offers 6,000mm water proofing

and 6,000gm breathability, It offers a light feelwith high performance with its full DWR coatingto ensure that every ride is a dry ride.

We have some of the greatest wind and

waterproofing systems around! We ensurethat our products keep you warm and dry in

any condition through our technical proofingmethods. So all you need to do is focus on yourride.


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ITS ALL IN THEDETAIL

We obsess over every spec, every function andevery detail in our products and have done for

over 30 years. We ensure that we provide forevery occasion, situation and condition that you

experience on your ride.We strategically plan every zip, lining and thread tosafeguard that we have the highest quality

On every product we place our individual Canadian

stamp. We guarantee our products are fitted withthe details that ensure you have the easiest ride.

Goggle Wipe in thumb Custom printed lining Breast located music pocket Wadding insulation Critically seam sealed garments 100% Fully seam sealed

Distress whistle Powder Skirt Helmet compatible hood High waterproofing systems


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We sell our products through distributorsand give those sale channels pointers

on how Westbeach products shouldbe displayed. We believe our productsdeserve the best and therefore wesupply Westbeach hangers and colourareas to show off our products in theway they should. We ensure we provideour products to established, wellpresented and recognised stores toguarantee that we look our very best.

STORES


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WEBSITE

Through our website we can reach out to our

riders. We have created an online place whereour consumers can shop, experience and explore

Westbeach.Our website is a portal for many areas withinWestbeach.

We show off and sell our products within ouronline store, customers can browse and explore

products, with a constant guide of information tohelp that customer make the right decision.The site can take the consumer to meet our team.

It traffics our customer to our social media andinteraction pages, from our blog to our twitter

page.The site helps our customer understandWestbeachs company history and outlook with a

page on the website giving all the information.The website is a port of call for every Westbeach

consumer and its our main form to generateinterest, connection and sales from consumers.


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Every season we produce a lookbook presentingour new products. It clearly shows our products

details and ways to wear them. The lookbook issplit into three separate areas; ladies, mens andstreet wear. The lookbook captures Westbeachs

essence and highlights the attributes of our

products.The book needs to be signed up to by ourcustomers, which can be done online, to receive.

LOOKBOOK


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BLOGGAGE

SOCIALMEDIA

Our Blog shouts our news loud and proud, from

competitions to accidents, we tell our riders about it.We want to let everyone know whats going on with us,whether were in France or Canada we tell you.We give you our latest imagery, available for desktops

and sharing, taken on our shoots or just messing at ourlocal pipes.

We report on our competition participation, with focuson our team riders.We inform you of our activity, whether were at an

industry show or our regional news, we ensure that our

community, friends and riders know!

We want to always be reachable to our riders. Ourcustomers are our friends, so we want to ensure thatthey can reach out to us. On our social media pages we

continuously update, post and share our news, industryinformation and our products.

We answer product questions and give awaypromotions to entice our consumer.


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We can show off our gear in

stores, lookbooks or onlinebut nothing shows it off

like watching it on film in itsnatural environment worn by

our team. We produce videos,films and clips to highlighthow amazing we are. It could

be a silly prank or the biggestjump but we record it. Wecreate promo videos of our

newest collections that wepost on our Airtime space so

everyone can enjoy our styleand innovation.

AIRTIMETV


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OUR TEAMWe want to build relationships within the community of winter sportsand therefore we find those exceptional riders to represent us. We

source at the highest peaks or busiest cities to ensure, we find thosethat live our Westbeach motto to the full.

Our team is a mix from different areas of the world, coming togetheras one family


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FUTURE

Our mission is to become every riders partner.Westbeach is still making paths, exploring newterrain and making new friends on the way. We

aim to keep providing the world with innovativeand unique products that cater to customers

every need and ensure that they stay warm anddry in the coldest of temperatures. Our future isexciting, whether its a challenge or an open path

it will be worth it.

westbeach brand book

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