volaro: a sporting brand for fencing

8/9/2019 Volaro: A Sporting Brand for Fencing

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Designer

BRADLEY BOWERSL.

Savannah Collegeof Art and Design

[2010]BFA Industrial DesignDeans List

[2011]MA Furniture DesignFull-Ride Scholarship

EDUCATION

Developed a brand audit and expansion guide for the luxury market for Old Spice

Conducted creative brainstorm sessions for Exploratory Design teams

Composed and mocked graphic and package design concepts for the Olay MegaBrand Design Team

BRAND MGMT.Jan.-Apr. 2009Proctor & Gamble

Personal Beauty Care Brands

Rhino 3D Mo deling

Adobe Creative Suite

Hypershot R endering

Hand Sketching

Hand Rendering

Form Development

Manufacturing Processes

Ethnographic Research

SKILL SET

Designed marketing material and website graphics [logo, promo video, etc.]

Facilitated guest lecture with SCAD for The Other 90 Percent includingcollaborations between students and design professionals

Consciously ReBuildingSustainable Urban Development

Mar. 2007-presGRAPHIC DESIGN

R h d d l d i k i hi h i dBRAND DESIGNSep.08-Mar.09

Eyewear ManufacturerThe McGee Group

Mar. 2008-presGRAPHIC DESIGNEco-Friendly Glass Jewelry

YB Green

Worked with brand owner to accurately reflect the mission of thebrand visually

Designed the brands graphic identity and marketing material

[logo, letterhead, leave-behinds]

D E S I G N W

I N N E R

I N T E R N S H

I P


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What does it mean tobe an athlete, a warrior, a hero or heroine? At what mo-ment does one cease and the other begin? These questions and many more helped tobegin my journey into the world of identity, the ego and the alter ego that existsI wouldcontestwithin all of us. I elected to use the sport of f encing as a case study because ofits peculiar tradition of having two anonymous masked combatants face off, void of any-thing that could speak to the self of either individual. I chose the brand Fila, in part fortheir experience in the field of niche-marketsthey pioneered the sport of tennis in the 1970sand 1980s, a sport that was largely unexplored by many sporting brands. The union of thesetwo entities, both obscure in their own right, I felt would not only be desirable but lucrative forboth. Fila would be able to emerge as a newer fresher version of itself, and fencing would receiverecognition and global popularity as a result of Filas patronage. Both fencing and Fila garnercryptic identities, fencing has received it s obscurity because of its perceived elitism, whereas;Fila is considered mediocre as a result of its recent inactivity in the sporting arena.

FILA

ourbrandequity

ourbrand

promise

ourbrand

character


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STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

S W O T A N A L Y

S IS

positioningBecause the sport offencing remains largelyuntouched Fila currentlyhas the opportunity

to create a market forgrowth and a boldname for themselveswhile simultaneouslyfurthering the sportof fencing.


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interviews

contextual researchI was not ready until I put on my headgear.Thirty seconds before my match it was takeoff sweats and put on headgear

Its like flying or running on green fields insummer. In fact I try not to think too much:All the work of thinking and trying you mustdo during training, for me, and during thecompetition you must only do, not think toomuch. Thats the way I feel.

Once the mask comes down I lose my smile. Inthe few seconds between mask on and the start

I breath deep and pay att ention to my posture,focusing on my legs.

Once the match begins it all feelsso comfortable.

Once the mask comes down over my face Iassume my fencing personality, which isaggressive, confident and strong... there isa certain power about wearing a maskthat brings out a different side of me.

O l y m p i c S i l v e r M e d a l i s t T i m M o r h o u s e

T o u r n a m e n t F e nc e r P a t r i c k B a i l e y

O l y m p i c

G o l d M e d a

l i s t

Ma t t e o Ta

g l ia r i o l

T o u r na m e n

t

W re s t le r

A n d re w Ge p

p i

T A K E

- A W A Y

S

F R O M I N T E

R V I E W S


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The logo for FILAfelt a bit dated; Iadded youth to it byremoving elementsthat wereregressive

Thebestway topredictthe future isto invent it.Alan Kay

The Insignia program of FILA Volaro focuses on developingthe brands image and presence in local, national andinternational t ournaments.

Volaro embodies precision, grace, and irreverence. It presentsthese qualities to its patron in a youthful and progressivefashion. All the products that belong to the Volarofamily push the boundaries of what it means to

be an athlete.

Volaro is broken intothree tiers: Prima,Mezza and Brava.Each tier correspondsto a specific fencingskill level with Primabeing the greatest.They share a vibrantcolor palette and

are distinguishedby their base color(variations ofwhite)


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concepts

T o be successful Ineeded to capture whatit means to be a f encer;to do this I wanted to

start the collectionwith an artifact thatis intimate to thefencer;I chose the glove.

REQUIREMENTS

T H E G

L O V E


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Seams accent the most engaged ngers

Elastic strap increases t andexcites the color palette

Vibrant hues are used to create points ocolor

The name FILA complimentsthe color palette

Denim is used or the thumor added durability


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Extra leather padding or longertournaments and added protection

Elastic straps create t without

needing extra material

Zipper on the underside helps createa custom t

Arm-guard provides support andwhile maintaining fexibility

Accent color rein orces vibrant

color palette


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concepts

The suit guards thewearer.The suit gives thewearer a sense of

self.The suit displaysthe wearersstatus.The suittransforms thewearer.

REQUIREMENTS

T H E S

U I T


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Vibrant color accentuates a whitecolor palette

Strategic seams ease lexibilityand agility

Pants create a taller silhouette andreduce attackable sur ace are via it

Elastic on the knees

ensures that the itremains constant andreduces bulk

Straps reduce bulk and allow or

mobility (attaches jacket to pants)

Side straps adjust the it o the jacket


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volaro: a sporting brand for fencing

Documents