A concept brand built around Polaris Industries' internal creation culture with the intent on improving the connection of its many brands with the growing world of the power sports maker culture. This was done in 2014, as a brand strategy assignment at California College of the Arts.

2. In 1954, Polaris Industries was founded by makers.
60 years later, the internal Polaris culture still embraces the making
spirit.

3. POLARIS i.d. is a design driven brand that connects power
sports customizers off of their bikes with Polaris, through offering
limited edition apparel & accessories, holding special events and
sharing in their unique creations around the world.

4. Melissa Breitenfeldt Brand Strategy / CCA / DMBA / 2014
CURRENT PG & A OFFERING
Vehicle Specific
Basic & Inconsistent
Aesthetics
Limited in Design Variation
Due to Inventory Concerns

5. Melissa Breitenfeldt Brand Strategy / CCA / DMBA / 2014
COMPETITIVE SPACE

6. Melissa Breitenfeldt Brand Strategy / CCA / DMBA / 2014
COMPETITIVE SPACE
Differentiation from OEM Competitors:
• Connect with their customers off of their bikes
• ORV lifestyle brands are just being developed
• First of the major OEMs with ORV lifestyle brand
• First of OEMs to have a non-product lifestyle brand (ie. HD)
Differentiation from New Competitors:
• Large existing audience, presence, and reputation in the power sports
industry
• Larger budget and experience in launching products
• Existing infrastructure within the KLIM and internal Polaris org.
• More experience in product development than lifestyle brand start ups

7. Melissa Breitenfeldt Brand Strategy / CCA / DMBA / 2014
INTERNAL STRUCTURE
CUSTOME
R
CHANNEL
PG & A
AS - IS
ONLINE
Customer Pre-orders
DEALERS
Stocking orders
CUSTOMIZER

8. Melissa Breitenfeldt Brand Strategy / CCA / DMBA / 2014
DEVELOPMENT AND GROWTH
Product Development:
• Concept / Design: Polaris internal i.d. team manages
• Apparel – KLIM development
• Custom Parts - Current vendors
Partners:
• Event Management firms
• Small – custom vendor shops to make hand made limited runs
• Internal IT and Marketing according to brand fit
Organic Growth Strategy:
• Start small with one product line and slowly expand
• Limited test runs use revenue to expand
• Preorders only / funds itself
• No inventory: ability to price according to desirability and desired profit
margins

9. WHY? – STRATEGIC ALIGNMENT
Aligns with Polaris’ vision of enriching customers’ lives
and building customer loyalty
2014 Polaris Industries Inc.

10. GARAGE DESIGNER
FABRICATOR
NEED FOR SPEED
• Makers
• Connect with those who share their
interests off of their bikes
• Desire more aesthetically appealing
products that signal their lifestyle
CUSTOMER PERSONAS

11. FABRICATOR
http://media-cache-
ak0.pinimg.com/736x/77/e9/e6/77e9e6c3d70aee554ed189c38720a601.jpg

12. FABRICATOR
ON THE BIKE:
Lives to ride his one and only customized bike.
OFF THE BIKE:
Buys old vehicles, refurbishes them.
Likes to interact with fellow builders
Shows custom vehicles at events
IN THE GARAGE:
Modifies everything. Buys accessory parts for the
things that he can’t make.
STYLE:
Jeans, heavy duty boots, and his favorite bike tee.

13. GARAGE DESIGNER
http://media-cache-
ak0.pinimg.com/736x/77/e9/e6/77e9e6c3d70aee554ed189c38720a601.jpg

14. ON THE BIKE:
Rides but it isn’t his only passion.
OFF THE BIKE:
Goes to and participates in art events
Watches How to videos on web to learn new tricks
of the trade.
IN THE GARAGE:
Likes to upgrade and personalize to his individual
tastes.
Buys custom graphics online to up fit his bike.
STYLE:
Modern Aesthetic
Wears on and off the bike.
GARAGE DESIGNER

15. NEED FOR SPEED
http://media-cache-
ak0.pinimg.com/736x/77/e9/e6/77e9e6c3d70aee554ed189c38720a601.jpg

16. NEED FOR SPEED
ON THE BIKE:
Loves to ride anything fast.
OFF THE BIKE:
Appreciates the history speed.
Attends muscle car shows and races.
IN THE GARAGE:
Doesn’t like buying new.
Enjoys bringing new life to old vehicles.
STYLE:
Vintage heart and soul aesthetic.

17. C R E A T O R
Brings a fresh and unique perspective of the power sports industry

18. STORYTELLER
Connects people to the riding experience

19. R E B E L
Provides an open minded & experimental environment

20. MOOD & ATTRIBUTES
craftsmanship
Hands on
community

21. Daring
Nostalgic style
Progressive attitude

22. COLOR / FEEL
retro red, black chrome, matte metallic,
smoky grays, mixed with gritty textures

23. GRAPHIC STYLE CUES
Refined and detailed line work
Hand crafted and sketch elements
Reminiscent of vintage components
with a modern twist

24. BRAND OFFERING
Driven by these customer personas identified, i.d. will offer limited edition products,
hold and be present at events, and create new pieces of media telling the stories
behind the customers’ creations.

25. LIMITED EDITION APPAREL

26. LIMITED EDITION PRINTS

27. CUSTOM GRAPHIC WRAPS & KITS

28. LIMITED PARTS & ACCESSORIES

29. BIKE BUILDS
STORIES
& HOW TO’s
ART & MUSIC
EVENTS
BRAND ACTIVITIES

30. THANK YOU
https://www.behance.net/gallery/New-York-Bikers/2948901