Rebran

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ting t

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Sports

addic

t.

SUMMER

2011 COMPEED

SPORTS

project brief

This studio took place in Berlin, Germany and primarily focuses on how the millennial generation

views health and wellness, an obvious decision when working for our sponsers Johnson & Johnson.

Our goal was to infiltrate Berlin sports culture, and develop a strategy on how we will create a new product and brand

experience that authentically speaks to them.

This was my first group project, and result of this project could not have been achieved without my partners, Terry Carr and Brandon Kim.

research

Sometimes it was as simple as watching them, looking for design opportunities, and taking in as much information as possible.This way, we can see how the people act without any outside influence.

observe it

WE HAD TO FIGURE out

what made these people

tick.

In order to do this, we had

to completely immerse

ourselves into their lives.

Do what they do, go

where they go, and play

what they play. We played what they played, drank where they drank, and watched what they watched. Actually participating was the best way to research sports, because we put ourselves in their shoes and created connections.

experience it

This included everything from grocery stores which sold medicine, sports

shops, and potential event locations. The park also became a weekly spot, for

research, and for hanging out.

site visits

Communicating with our user or Urban Sportser was also done through all

processes. This allowed us to hear their voice, gather information off of a truely

authentic source.

talk to them

processAfter 3 weeks of research and soaking in Berlin, the first step was dumping all that information we gathered into tangible form.

This took form through mind mapping, physical mapping, and creating a visual language around our topic

sketching

WE WERE GIVEN A

small room as our studio,

and we completely

emerged ourselves into

the Berlin world of sports.

We continued

designing through more

brainstorming, sketching,

3d modeling, physical

modeling, and more

research.

Physical and 3d models were used to get a quick feel for the form, and to take photographs for overlaying sketches.

modeling

Our strategy combines Compeed with Tylenol Precise which is a heat cream, applied to muscle aches and strains.

Combined, these 2 products create Compeed Sports, a high strength flexible and wearable kinetic tape which applies heat to sore muscles.

brand

the pitch

ii ii

OUR FINAL PITCH

was a rebranded

Compeed, along with an

advertisement campaign

leading up to an event

held throughout Berlin.

From a list of 9 brands, we chose Tylenol, Aveeno, and Listerine. Tylenol being the obvious choice, we also chose 2 wild cards. After SWOT analysis and talking to Johnson & Johnson, we ended up going with the brand Compeed.

brand decision

A warm up spray, or cream can be applied to muscles before an intense game, to help warm you up on a cold day to help prevent injuries.

A kinetic tape like bandiad will aid in compression and tension of your muscles, allowing you to more easily move your body while you are healing.

Finally, an after workout product will help soothe your muscles after a long day of playing, getting you ready for tomorrow, and the next day of games.

A quick repackaging of their existing colors and imagery shows the impact of our rebranding from a clinical brand, to a sporty one.

before during after

the pitch

Our advertisements utilized Berlin’s infastructure: the popularly used transportation systems of Berlin and we applied our product to 24 hours systems.

advertisements

THE STRATEGY WAS TO

create a 3 part plan which

would introduce our new

product to Berlin. This will

be done through the first

stage: Warm Up, a guerilla

ad campaign utilizing all of

Berlin’s landscapes: parks,

abandoned buildings,

commercial zones, and

public transportation

systems

Berliners don’t let anything stop them, whether its the time, or the weather, or their geographical location. Whatever they do, they keep moving and keep playing. Our ad campaign is based on this idea, of keeping the Berliners moving, allowing nothing to stop them, just as our new product will allow them to do.

Potholes and cracks in the roads were also covered up not just for functionality, but to convey the message of helping you get over obstacles.

Bikes are very widely used in Berlin, so speaking to them there makes the most sense. We placed these bike pit stops with pumps, and patches, to allow the Berliner to keep on going after a flat.

Our bus stop installation keeps Berliners moving at all times, even when sitting and waiting for the bus.

Users can ride the bike pedals to power a heat lamp overhead. This is perfect for an early introduction during the cold rainy season in Berlin before Summer

1

2

3

4

the pitch

BERLINERS WILL BE

exposed to each new

product throughout the

Berlin Marathon: a series

of events scattered

throughout Berlin. There is

no route from check point

to checkpoint, allowing

the Berliner to find their

best path

1

2

4

3

The first event is a warm up bike ride. It starts in the high profile area of Bikini Berlin, then moves deeper into the true Berlin scene.

The second product DURING is received at the bottom of the wall. It

helps you keep climbing even though your muscles get fatigued.

After scaling the wall, you can go through the building, and jump out the other end, onto a Compeed air mattress, then on to the next event.

The last event is a Compeed party, at Berlin Island. The finish line is a glorious

river jump, or a tight rope walk. This event is the final cooling off stage

starting line

first event

second event

last event

the pitch

WE WERE GIVEN A

space on the bottom

floor of the studio we

worked at and were

required to create an

environment for our final

presentation to J&J and

Berlin Partner developers.

This is a progress of our

installation.

plan

prep

install

The site was the ground floor of Bikini Berlin, a rundown coffeeshop waiting for construction. We painted the walls dark to make the panels pop, and installed projectors in the right places.

We tore up strips of a taught but slightly flexible fabric purchased at a local fabric store. This material would allow us to span a large distance but allow

test & final

The bands represented our product wrapping around the column of the building. These bands became individual projection screens. Coordinating 2 computers to run each side was a challenge, as well as making sure the sequence was in order