NORTHCAPE FOR HYUNGJI
• Research and Analysis
• Brand Strategy
• Brand Vision
• Design Guidelines
• Brand Concepts
• Graphic Design refinement
• Advertising Concepts
• Corporate Branding Specifications
Branding is a key factor for the Outdoor industry, in a sector where textiles, materials, manufacturing technologies are shared between major competitors only 2 factors makes a company stand out from the crowd, first is Design Authenticity and the and second is Brand Value.
In this project for Hyungji b-on creative was given the task to explore the reposition of the NothCape Brand with a design renewal.
We layout a project in 2 main phases, the first one to propose and identify new brand identities among different design options: what the story of the brand would be and how to convey the messages towards our customers, how new key values would renovate the whole brand.
Once the Value and Brand Scenario was build we moved on with the second part of the project transforming those unique inputs into several options for the Brand Identity.
In the whole process of rethinking the Brand for us is always central the key factor of the tangible impact on the true products and every options developed was constantly verified in its design adequacy towards the company production portfolio.
By the end of the project we were able to move the old perception of Northcape of an Mid-Range Affordable brand toward a totally new type of entity for the Outdoor Market shifting the dialog for extreme-performances from the typical Mountain Vertical Challenge towards an Horzontal edge of the World Exploration (the true meaning of NorthCape): providing a vision for a new way of designing and marketing hi-tech products, functional towards activities that are more suitable with everyday life and urban landscapes as well.
This Strategy would create a new category of Outdoor, something that is not existing yet that it would be the essence of the new Northcape brand "the everydayout brand" alias outdoor for everyday usability.
Research and observation initial activities to understand Brand dynamics
Understanding current brand values
Initial logos Layouts hand sketching
New NorthCape Brand structure and dimension
Built in Values
New Branding Color Layout
Brand Applications Guidelines
Concepts for Branding
Old and New NorthCape Brand
With a vision that would distance the Brand from the typical Alpine storytelling we provided a strategy also for the future design of the lines of hi tech gear to be made to protect from the elements that the majority of users encounter in everyday adventures (urban or not urban lifestyle).
Combined with clean cut design the new Brand values have been reshaped in the new Logo and Corporate ID, a concentration of values in a minimal pack that fully represents the Vision for the new Brand: extreme simplicity,
precision, knowledge, technical quality, minimal Nordic design.
The new NorthCape is the end of the road, the last point before the emptiness of the Pole, the extreme of all North directions; an horizontal experience built out of cold technology and Scandinavian heritage, a science lab stationed at the edge of men's land to develop the out-gear for everyday usability.
Previous Brand Analysis
Understanding the Market opportunities
Design development phase
Brand Values visualization
Repositioning Strategy for the New NorthCape brand