BAD ASS WORK GEAR
Challenge: Develop a New Workwear Brand
Concept: We Got Your Back
As part of Boot Barn’s efforts to grow sales in work boots and apparel, Boot Barn wanted to launch an innovative, new brand and line of work wear that targets males between the ages of 20-45 -- with a greater focus on the 20-30 age group.
Boot Barn expects this new brand to compete on a level at or better than the premier U.S. brands focused on the younger work customer (e.g., Keen, Timberland Pro, Ariat Rebar) and to resonate intuitively with his rugged, mostly outdoor lifestyle. They also expect the brand to be clearly differentiated from the competition and be distinctive enough in voice and/or imagery to cut through the marketing clutter.
WHITE SPACE ANALYSIS
BRAND POSITIONING CONCEPTS
REASONS TO BELIEVE & TONE OF VOICE
Independent Creative Director
Independent Environmental Design
Director and Custom Fabricator
Independent Environmental Design Director