The document summarizes a design project for PUMA's Urban Mobility line. It describes PUMA's brand values and target market. The project involved designing a mailer invitation that folds out into a wristband to promote an exclusive party for the new product line. The mailer incorporates multiple interactive elements like a map and directions on the website to engage the tech-savvy target audience. The final solution was a die-cut mailer that folds into a wristband with an adhesive strip to provide entry to the event.

1. brand.deliver.experience // junior studio 2007 mcjunkin // michael gluzman

2. PUMA // URBAN MOBILITY
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
brand identity
brand positioning
target market
logo
DESIGN BRIEF
PROCESS
FINAL SOLUTION
Company
PUMA has the long-term mission of becoming the most desirable Sportlifestyle
company. The aim of Phase IV of PUMA’s long-term oriented business plan,
which was launched in 2006, is to reinforce its position as one of the leading
multi-category Sportlifestyle brands.
We will achieve our goals by continuing to do what we have always done –
harnessing our resources and experiences to provide our consumers with
innovative products that successfully fuse the creative influences from the
world of sport, lifestyle and fashion.
Values
PUMA plans to evolve the organization through the fostering of unique
company values, all compatible with the personality of the brand. These
can be best summarized in four words: Passion, Openness, Self-belief and
Entrepreneurship.
Passion
PUMA is not a business that manufactures and sells soap powder or ballpoint
pens or instant coffee. It is a business rooted in the passionate world of sporting
endeavour. The history of the brand resonates with the echoes of great athletes
and legendary performances, celebrated in stadiums across the globe. PUMA
makes products designed to facilitate the individual achievements that evoke
the most passionate responses.
Openness
Today’s marketplace is one of the fastest changing and dynamic on the planet.
To respond quickly and effectively in this environment demands a culture of
openness, where opinions can be shared without fear of blame and where
old wisdom can be questioned without the fear of antagonism. In this culture,
respect and understanding flourish naturally, teamwork flows seamlessly,
barriers dissolve and a much over-used word, empowerment, takes on real
meaning.
Self-belief
Global businesses face new challenges every day. It is the quality of the
people in these businesses and their belief in their own abilities that enable
these challenges to be overcome. PUMA’s recognition of this is reflected in
its determination that everyone in the company understands and embraces
the company values, as well as benefits from the experience and integrity of
their colleagues. Only with self-belief will individuals have the confidence to
make things happen, take the tough decisions and realize their ambitions for
themselves and, ultimately, for the business.
Entrepreneurship
Few businesses succeed without great ideas. PUMA has been built on them
and needs them to flow relentlessly hour by hour, day by day. This demands
a willingness to think outside the box, to zig where others zag and to seek
inspiration beyond the more obvious boundaries of our business universe. Such
creativity has inspired the PUMA brand strategy. It will also be needed to make
it a reality.
Urban Mobility
Life in the modern world is exciting - but it isn’t always easy. Urban Mobility is
PUMA’s collection of accessories designed to simplify life in urban environments
and wherever else life’s journey takes you.
01

3. PUMA // URBAN MOBILITY
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
brand identity
brand positioning
target market
logo
DESIGN BRIEF
PROCESS
FINAL SOLUTION
PUMA + Urban Mobility
PUMA’s target market are people engaged in an active lifestyle. PUMA’s
products reflect realms of activity ranging from soccer to motorsports. The
target market tend to be young and “hip.” PUMA tends to have the stigma of
“cool.”
The Urban Mobility line is targeted at people residing in urban areas that rely on
quick and efficient methods of transportation. The products offer many options
for the transport of accessories and personal items.
Logo + type + color palette
DIN Pro // 8 pt
CAPITALS
small caps
lower case
light
regular
medium
02

4. PUMA // MAILER
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
DESIGN BRIEF
define
design
deploy
PROCESS
FINAL SOLUTION
03
Out to party
PUMA’s Urban Mobility line of products and accessories were opportune for
a party to establish the brand and promote the products. PUMA often throws
parties or similar functions to promote their other products, so this fits in line
with PUMA’s advertisement culture.
Because PUMA targets a very specific audience with this new line of products,
the design is very much geared towards the young, hip, mobile crowd most likely
to engage with the Urban Mobility line of accessories. The mailer is an invitation
with multiple levels of interactivity:
The mailer fold into a VIP wrist band that grants entry into the exclusive1)
party; applying instant use and minimal materials for a mobile target.
The mailer includes a map; a theme from the line and fitting for a mobile2)
target.
The mailer requires accessing PUMA’s website to acquire specific3)
directions to the party venue; this level of interactivity promotes tech savvy
VIPs to engage with PUMA’s website to be exposed to the product line prior
to the event. This allows PUMA to further advertise their product.

5. PUMA // MAILER
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
DESIGN BRIEF
PROCESS
study models
sketches
storyboards
FINAL SOLUTION
04
multiple concept generation
concept refinement + testing

6. PUMA // MAILER
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
DESIGN BRIEF
PROCESS
FINAL SOLUTION
final model
user interaction
die-cut template
die-cut layout
05
unfolded wrist band showing envelope + adhesive strips
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08
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05
02
06
03
07
Use
Receive mailer // take out of mail box.1)
Remove contents.2)
Read over contents // follow directions.3)
Fold into wrist band.4)
Curve.5)
Fit over wrist.6)
Fasten wrist band with adhesive strips.7)
Wear to the party.8)

7. PUMA // MAILER
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
DESIGN BRIEF
PROCESS
FINAL SOLUTION
final model
user interaction
die-cut template
die-cut layout
06
Wrist band
Envelope

8. PUMA // MAILER
puma.com // urbanmobility.puma.com
PROJECT DESCRIPTION
DESIGN BRIEF
PROCESS
FINAL SOLUTION
final model
user interaction
die-cut template
die-cut layout
07
A B C D E F G H I J K L M N O P Q R S
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B C D E F G H I J K L M N O P Q R S
OUT AND ABOUT OUT OF TOWN OUT OF OFFICE OUT TO PARTY
VISIT PUMA.COM FOR DETAILS
YOUR COORDINATES ARE N3.
Visit PUMA.com using your map coordinates for exclusive directions to the venue.
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Peel adhesive strips to fasten.
YOU ARE MOBILE.
YOU ARE INVITED.
THE PUMA URBAN MOBILITY PARTY.
10.23.07 // 10.00PM
URBAN MOBILITY.
Life in the modern world is exciting - but it isn’t always easy.
Urban Mobility is PUMA’s collection of accessories designed
to simplify life in urban environments and wherever else
life’s journey takes you.
MAKE YOUR VIP WRIST BAND FOR ENTRY.

9. THANK YOU