The Crossfit to Coffee TableProject

  • THE ASK: Create a Creative Brief for a brand of choice.

  • OUR CHOICE: R.A.D Global

  • INSIGHT: R.A.D Global, a smaller, niche cross-fit shoe brand inspired by 90s skate/rave sit in an entirely saturated competitive shoe market in the land of shoes - Portland, Oregon.

  • IDEA: Lean into the nicheness and the small community aspect of the brand and make it even more personal, so much that we feature real people and are in-person

Methodology

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

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LET’S REWIND

Opportunity

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

Target

The Target for this brand is cross-fitters, etc

Insight

Our insight

Problem

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

Why this works

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

STRATEGY

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

TACTICS

Tactics included included all of the little things we did, from photoshoot planning. I planned a photo shoot based on R.A.D’s hyper-futurisitc vibe

creative campaign

Shoe brands are competing more than other in a very saturated market with the prices of shoes increasing like crazy. Researching how the underdogs can set themself apart required a lot of extensive research.

refelection

This was my first Strategy class I have ever taken with one of my favorite professors ever and mentor, Slavka.

I know that I am a maximalist and I did get excited about the creative direction of designing a magazine for this project, however I do wish that

MY ROLES

    • Strategy (Interviews, Industry Analysis)

      • Tools Used: Adobe Photoshop, Adobe Illustrator, Canva

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