creative brief

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 experienc-ing 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, any-where.

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 experi-enced 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-re-sistant titanium that can withstand the toughest situations. In addition, the product is equipped with the essen-tials 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.

Manifesto

WE ARE THE THRILL SEEKERS’ BEST FRIENDAND ANSWER WHEN ADVENTURE CALLS.

WE ARE HOME IMPROVEMENT’S RIGHT HAND MANAND ARE CAPABLE OF REMEDYING ANY

SITUATION.

WE ARE THE EVERYDAY INDIVIDUALAND MAKE THE MOST OF EVERY MOMENT.

WE ARE

WE ARE UNEXPECTED’S WORST NIGHTMARE.

Brand Guide

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

media executions

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. media executions

Adventure with

prin

t

Guerilla: repair station

tele

vis

ion

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.