UNIF SKATE
Brand Management, Product Development, Marketing Strategy, Art Direction, Styling by Celeste Miller
Logo design by Juan Montoya
a skate line for an up-and-coming "it girl" brand.
PROBLEM: To ideate a brand extension aimed at extending the company's customer base by introducing a new line of product while also maintaining the brand's aesthetic. UNIF is a uniquely creative, bold and colorful brand that takes inspiration from the 1990's and 2000's. Check out their website here: https://www.unifclothing.com/.
STRATEGY: Analyzing the current customer base for UNIF, a specific laid-back, tomboy, utilitarian style and lifestyle is projected. Most models, influencers and social assets feature active poses, often either skating themselves or among the skate community. Additionally, the skate-wear market has an identified gap in more colorful and unique styles, that UNIF could fill in a credible, cool way.
SOLUTION: UNIF Skate is a brand extension that not only appeals to its current active consumer base, but also draws in a new crowd of skate fans. Maybe not the top professional skaters, but those mid-level that are looking to make a name for themselves. Or those skaters that just feel especially expressive one day. UNIF’s message of terribly unique style for self expression matches the skate community’s rebellious, free-living lifestyle. Using the right PR and marketing tools with kitschy advertising assets and an epic launch party, this extension will be a a great success.
Photography by Adele Trefy
fun products for an exciting lifestyle
Products include:
Buttery Board
Screech n' Scratch Elbow and Knee Pads
Collateral Damage Helmet
Disaster Gloves
Scoot Scooter
Squeelys
Stickers courtesy of Rookie Magazine
Promotional Strategy
UNIF Skate park
Launch Party
Social Media
Wild Postings
A skate park that doesn't take itself too seriously
The location of all of UNIF's wild parties. The next Insta-famous spot where every "it" girl goes to have her photo taken. Where you and your friends go to relax on a warm evening. Fully functional, yet also inviting to all skill types and personalities.
A launch party that is what it's supposed to be: FUN
Includes a mini pre-party for influencers-ONLY to allow exclusive press shots and product information. Afterwards, party is open to RSVP'd guests, including a number of exclusive fans. Decor will be full of fun lights, throwback 90s and 2000s music, confetti, silly string, and, of course, food trucks.
An e-mail blast to our influencers, along with an invitation to the launch party.
UNIF SKATE is more of a lifestyle than anything else.
Featuring anything from funny videos to new product launches and photoshoots, the social media platform matches that of the rest of the company's--playful, unique, and relatable.
Taking it a step beyond the digital platform
Wild postings are a timeless marketing strategy that not all companies utilize, but with UNIF's young, urban customer base, they seem like the perfect medium to spread its influence.
You can check out the full marketing case study here.