XPLR
Caleb Hallock | Brian Pillar | Theo Hassim
Co-Branding Project | Year 3
Project Prompt:
Decide on two brands that could mutually benefit from a partnership. Research the brands separate identities, find ways to cross the two brands effectively, and conceptualize and design a product that fulfills these requirements. Oakley and Arc’Teryx were selected as the brands for collaboration.
Oakley Brand Image:
In the brand identity portion of this project, I was in charge of identifying the current product offerings, current collaborations, and different markets that Oakley was apart of. My partners looked into the storefronts, advertising and branding, and overall company history.
Arc’teryx Brand Image:
For Arc’Teryx’s brand image, my contributions came by way of the storefronts and current advertising strategies that they were utilizing for the company. My partners worked on the history of the company, the logo and branding of the products, and the variety and categories of products offered from Arc’Teryx.
Redefining the problem:
From the research and user persona creation to this point, Our group decided to utilize the proprietary contract over the use of the Gore-Tex all weather fabric that Arc’Teryx holds and the optic and polarization technologies that Oakley incorporates into their products to create a product that can be marketable to both companies current markets as well as prospective markets. In addition, Oakley has a large widespread market presence that can be utilized to further penetrate the market for both companies.
My concept was comprised of utilizing gore-tex fabric and oakley optics to create a gator/sunglasses combination that would connect together to prevent it from falling down your face. In addition, each of us designed refined logo concepts and packaging concepts.
These were the other two concepts each one produced by a different group member. We ended up going with concept 3’s product and concept 2’s logo and packaging concept. The final product was a hooded face shield that would allow the user to protect themselves from wind, cold, or sun while doing a variety of outdoor activities. The logo on concept 2 combined the stark contrast and clean look of the Oakley brand with the more natural edges of the Arc’Teryx imagery. Finally, the packaging created clean lines and an interesting unboxing experience for the user when they receive the product.
I was in charge of updating and finalizing the logo branding, as we finished the project, however, much of the work became simultaneous and we worked collectively on the finishing images.
Final Product offering:
Our final product is a product that matches our user persona’s needs as he can utilize it in a variety of situations in multiple aspects of his life. The product helps to incorporate both Arc’Teryx and Oakley imagery into different aspects of the product and the logo design works to fuse together the two company’s styles.