4. LOCAL MOTORS
KRIS BRUYNSON
SUMMARY OF SITE:
Now is an exciting time for technology. But with the
options and pace of technology, understanding what
any tech company has to offer can be a daunting task.
Local Motors simplifies this approach by showing what
users can do with their products rather than illustrating
the features of their products. It is a much simpler and
goal oriented method of showing the product benefits
OBJECTIVE:
To appealing to the lifestyle of the new age car
enthusiast and engineers through a connection with the
types of things they can do with the products.
6. LEAFS NATION
KRIS BRUYNSON
SUMMARY OF SITE:
Leafs fans are not just Leafs fans, they are sports fans. During the hockey
season they don’t just focus on the Leafs. They watch socialize about
multiple types of sports.
Additionally, most of the Leafs content is created by the fans.
From these insights, the obvious thing to do was to build a hub where sports
fans could indulge in Toronto sports teams until filled with sports. The Leafs
Nation was so strong that it already existed, it just needed a place to happen.
The proposed site gathered all the important topics and conversations on the
internet and served them in one place.
OBJECTIVE:
I designed this site to appeal to the lifestyle of the Leafs fan and generate a
holistic connection with their common interests.
9. KRIS BRUYNSON
WHAT ARE WE HERE TO DO?
We want to take do-it-yourself men
back to their roots and inspire the
connection they have with building
something from nothing.
11. KRIS BRUYNSON
WOODLAND AGE DEMOGRAPHICS
54% of Woodlands demographic between
the ages of 45-64
65+
12%
55-64
29%
45-54
25%
35-44
16%
25-34
12%
18-24
6%
12. KRIS BRUYNSON
Married baby-boomer-men have the highest disposable income to
purchase hobby tools
The sweet spot to target is married men with a woodworking hobby and
those who work in forestry
https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-middle-boomer-demographic-profile.pdf
13. KRIS BRUYNSON
Woodland-men always know the weather
and they enjoy learning about tools,
construction, forestry, and used machines.
0% 2% 4% 6%
COOKING…
OFF-ROAD…
HEAVY…
AGRICULTRU…
ONLINE VIDEO
FORESTRY
CLASSIFIEDS
CONSTRUCTI…
NEWS.WEATH…
INTERESTS
Source: Analytics
14. KRIS BRUYNSON
When they dream about buying something
or are actually buying it, it is always for
Home improvements, tools, and used
vehicles.
0% 2% 4% 6% 8%
PICKUP…
HOME…
COMMERCIAL…
HOME…
RESIDENTIAL…
USED VEHICLES
TOOLS
HOME…
SHOPPING
Source: Analytics
15. KRIS BRUYNSON
Above all, they are real men who love
the reading the news, cars, and
watching TV
0% 2% 4% 6% 8%
OUTDOOR…
TECHOPHILES
DO-IT-…
SPORTS FANS
MUSIC LOVERS
HOME DÉCOR…
MOVIE LOVERS
TV LOVERS
AUTO ENTHUSIASTS
NEWS JUNKIES…
AFFINITY GROUP
Source: Analytics
29. KRIS BRUYNSON
A project is a promise that a man makes to himself. It is
something that he loves and does better than anyone else. Not
because of his skill level or his materials, but because it’s his
project.
30. KRIS BRUYNSON
Men feel like the majority of other’s don’t take the time to do
things properly. We are building on this concept and show that
things are better when you build them yourself.
THE IDEA
31. Drives down street Pan to other side of the
street. Movers can’t fit
a table into a house.
Husband: “we can
refund this if it doesn’t
fit right”? Mover: “No”.
Man smirks to himself
32. Pan to husband and
wife talking. Man: “why
does a bed come in 7
different boxes? You
still have the
instructions right”?
Man is stunned at their
disorganization
Man parks Truck
33. Man smiles at the
fourth wall, Says: “I’ve
got this”
Logo and Slogan
Build it Better.
37. KRIS BRUYNSON
NORWOOD OWNS HAS A BIGGER SOCIAL PRESENCE
Norwood is dominating with a stronger
social presence
This is translating into a stronger brand
presence through higher awareness
22%
67%
6%
5%
Norwood Woodmizer Woodland Clarke
38. KRIS BRUYNSON
NORWOOD OWNS HAS A BIGGER SOCIAL PRESENCE
Male boomers make up for 26% of male
population
Married men have the highest disposable
income to purchase hobby tools
The sweet spot to target is married men
with a woodworking hobby and those who
work in forestry
9%
10%
7%
74%
Male Population Size
45-50 y/o 51-57 y/o 58-63 y/o Other
39. DEMOGRAPHICS BY GENDER
CLASSIFIEDS
FOOD.DRINK,COOKING
AUTOS
HOME AND GARDEN
PETS AND ANIMALS
BOTH FEMALE AND MALE CONSUMERS ARE INTERESTED IN SIMILAR
TOPICS
82%
MALE
18%
FEMALE
TIMBER
40. KRIS BRUYNSON
NORWOOD OWNS HAS A BIGGER SOCIAL PRESENCE
Married baby-boomer-men have the highest disposable income to
purchase hobby tools
The sweet spot to target is married men with a woodworking hobby and
those who work in forestry
https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-middle-boomer-demographic-profile.pdf
