Wednesday, September 12, 12

Wednesday, September 12, 12

Wednesday, September 12, 12

BRAND MISSION

Wednesday, September 12, 12

As a form of rebellion young people found themselves migrating to an lifestyle independent of its east-ward brothers

REMAIN GENUINE

Wednesday, September 12, 12

KEY BELIEFS: By remaining genuine

RESPECT THE SURF

Wednesday, September 12, 12

and respecting the SURF

RESPECT THE SAND

Wednesday, September 12, 12

and sand

Wednesday, September 12, 12

ENJOY LIFE

Wednesday, September 12, 12

WE can begin to enjoy our lives

LOVE MOTHER EARTH

Wednesday, September 12, 12

embrace the beauty of mother earth

Wednesday, September 12, 12

FUNCTIONALITY

Wednesday, September 12, 12

and limit dependency of supercial needs

Wednesday, September 12, 12

Before the Christians reached the island of Hawaii there was no form of written language, all Polynesian knowledge was passed verbally.

Wednesday, September 12, 12

Therefore there is no unanimous start for surng.

Wednesday, September 12, 12

But, being a water worshiping people, it is no wonder the Hawaiians desired to have a spiritual connection with the inland rushing water.

Wednesday, September 12, 12

As technology and industry continued to develop into the 1950s suburbia soon became the standard response for a consumeristic society.

M I S S I O N S TAT E M E N T

Wednesday, September 12, 12

MISSION STATEMENT

Wednesday, September 12, 12

By being humble and appreciative of the world around us we can spread the joy of the life and continue to cultivate the celebration of surng and individuality

BRAND VISION

Wednesday, September 12, 12

eventually transforming into a world which consists of nothing but love

AUDIENCE

Wednesday, September 12, 12

Wednesday, September 12, 12

for those who hear the crash of waves and get genuinely emotional

PERSONAS

Wednesday, September 12, 12

William Gordan
Wednesday, September 12, 12

William Gordon is a 24 year old charismatic fella. His slicked back hair begged for female attention, as he walks down the beach of wiameya bay. His main ambition in life is to surf bigger and bigger waves. Bill has no full time job, instead he lives in a beach house with ten of his closest surfmates, and eats only things grown on the island. Bill loves his life because he is unconned by the material wealth he posses.

John Thatcher
Wednesday, September 12, 12

John Thatcher is a 22 year old male from San Diego, California. Before moving to Hawaii, John was a student at UCLA were he was fed up with trying to follow in his parents conventional footsteps. John is usually clowning around north shore or waikiki . You can always count on Johns ability to energize the most static of personalities.

Tom Hillton

Wednesday, September 12, 12

A former highschool basketball player, Tom Hillton, now crafts some of the best surfboards on the island. Made from berglass, these 10 foot plus monsters take about a month of hand labor to perfect. Without Toms expertise there would be a shortage of surfboards. He provides a vital source of income and is working towards legitimizing surng as an artistic lifestyle.

Wednesday, September 12, 12

Todays eastern-forty nine is not much different then we were in the 50s. We still lack a basic respect respect for the environment and tend to over-value our physical objects.

Wednesday, September 12, 12

and most contemporary mainstream surng brands align themselves with this popularized values.

Wednesday, September 12, 12

saturday surf is an New York based surng brand, which provides hard goods like surfboards and wet suits to east coast based surfers. but it is a brand based in opulence

Wednesday, September 12, 12

all of theyre clothing is marked up to a price much higher than it original production value. Their brand characteristics rooted in east coast values of classicism and respectability. The distribution of their products is limited to small upscale boutiques nation wide.
KEY COMPETITORS Vans - skateboarding and surng

Wednesday, September 12, 12

Vans started as a california skateboarding shoes company

Wednesday, September 12, 12

but quickly adapted to multiple markets of extreme sports such as surng and snowboarding.

Wednesday, September 12, 12

There products are distributed world wide and fail to align with the historical values of the surng culture. The organic appeal between surng and skateboarding is what vans can be attributed to most of the brands success.

COMPETITIVE EDGE

Wednesday, September 12, 12

COMPETITIVE EDGE

Wednesday, September 12, 12

By manufacturing and distributing genuine surf goods,

Wednesday, September 12, 12

which embrace historically minded surfers to celebrate the values of there predecessors

Wednesday, September 12, 12

there can be a realignment with the Pre-Gidget surfers of the 50s

Wednesday, September 12, 12

B R A N D AT T R I B U T E S

Wednesday, September 12, 12

FOREVER STOKED

Wednesday, September 12, 12

INDEPENDENT

Wednesday, September 12, 12

independent

E V O C AT I V E

Wednesday, September 12, 12

evocative

OCEANIC LIFESTYLE

Wednesday, September 12, 12

Wednesday, September 12, 12

Wednesday, September 12, 12