Uploaded byMichael Gluzman
PUMA Wristband Process Book
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.
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- 1. brand.deliver.experience // juniorstudio 2007 mcjunkin // michael gluzman
- 2. PUMA // URBANMOBILITY 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 // URBANMOBILITY 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 04 08 01 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 A 1 2 3 4 1 2 3 4 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. 1 2 3 4 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.
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