Leatherman Final Presentation by Jemimah Panganiban & Brooke Gansemer University of Oregon School of Journalism & Communication Fall 2013: J458 Writing Design Concepts

2. creative brief

3. Advertising Goal
Our goal is to inform the cycling community about Leatherman’s reliable multi-tool designed to simplify the everyday ride.
Communication Goal
When our audience thinks of Leatherman we want them to associate our brand with reliability. We produce durable, quality-constructed products that come with a 25-year warranty. Whether it be young child experiencing their first ride, a college student rushing to class or the eco-friendly hipster looking to lessen their carbon footprint, we want consumers to instill their faith in the Leatherman brand and rely on them anytime, anywhere.
Target Audience
Leatherman multi-tools are designed to prepare their consumers for both the expected and unexpected. In the instance of cycling, the Leatherman Mako Ti tool is specifically geared towards men in the 28-35 age group. These men are independent, outdoor-loving, family men who want to feel capable of being able to remedy any situation. To explain further, lets take a look at “Mike”.
Meet Mike: Mike is a 30 year old salesman residing in Portland, Oregon. Aside from being a husband and father of two, Mike is an experienced trail rider who loves engaging in the lush green scenery of the Pacific Northwest. Cycling is Mike’s way of relieving stress after a long week of work. While exploring the great outdoors, the last thing Mike wants to do is carry around a toolbox full of the essentials needed to keep his ride smooth.
Single Most Important Thought
Leatherman will help the cyclist simplify their ride and keep it stress-free.
Reasons To Believe & Why
- Leatherman is a high quality product. Lightweight and durable. the Leatherman is made out of a corrosive-resistant titanium that can withstand the toughest situations. In addition, the product is equipped with the essentials needed by cyclists to get them back up and running in no time.
- Leatherman is easy to use. Essential for on the go lifestyles due to its compact size, Leatherman multi-tools serve the same purpose as its full size counterparts.

4. Manifesto

5. WE ARE THE THRILL SEEKERS’ BEST FRIEND
AND ANSWER WHEN ADVENTURE CALLS.
WE ARE HOME IMPROVEMENT’S RIGHT HAND MAN
AND ARE CAPABLE OF REMEDYING ANY SITUATION.
WE ARE THE EVERYDAY INDIVIDUAL
AND MAKE THE MOST OF EVERY MOMENT.
WE ARE
WE ARE UNEXPECTED’S WORST NIGHTMARE.

6. Brand Guide

7. General Mood
Brand Language
Brand Imagery
Colors
Color swatches
•
independent
•
capable
•
efficient
#EAC117
#000000
#726E6D
#ffffff
#000000
#726E6D
#ffffff
#EAC117
Sleek
Sophisticated
Adventurous
Innovative
Thoughtful
No Nonsense

8. media executions

9. tv
Print
guerilla
Helps visually demonstrate the idea that Leatherman is available to cyclists anytime, anywhere. Also speaks to the idea that with Leatherman, cyclists are capable of facing any adventure.
Another way to visually showcase the Leatherman brand. Could be placed in targeted magazines such as Bicycling Magazine, Backpacker Magazine, Outdoor Magazine, etc.
By making the product available to cyclists along their route, it allows them to physically experience Leatherman.

10. Adventure with
print

11. Guerilla: repair station

12. television

13. Jem Panganiban
brooke gansemer
@JEMIMAHZONIO
I’M A JUNIOR MAJORING IN ADVERTISING AT THE UNIVERSITY OF OREGON. I AM A MEMBER OF THE OREGON PIT CREW MEDIA TEAM.
@BROOKEGANSEMER
I AM A JUNIOR AT THE UNIVERSITY OF OREGON MAJORING IN ADVERTISING. I AM A MEMBER OF THE ACROBATICS AND TUMBLING TEAM.