Sequoia

Brand Identity

Target Consumers

Web Presence

Advertising

Products & Packaging

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mood board mission vision logotype and mark color iconography typography images textures identity system sample spread architectural drawings

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Dan and Tara Ryan Jefro Williams Anna Richards Manuel Vasquez Sarah Gilman

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Brand Identity

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MOOD BOARDIf it fits in a backpack then it’s part of the overall mood of the Sequoia brand. Nature is at the root of the mission, vision, values, and products at Sequoia. When you step outside, take a deep breath, and start your own path, we will be by your side the entire time.

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START YOUR OWN PATH

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UtilityRecommend products that are simple and useful

BalanceEncourage everyone to enjoy all aspects of life

NaturalAppreciate the connection between us and nature

ProfessionalServe customers with expertise and enthusiasm

QualityProvide trustworthy products and services

We serve and outfit those committed to a lifetime of outdoor adventure by providing sound advice and products that are guaranteed to better ones outdoor experience and further develop a world-wide respect for nature.

about sequioa

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LOGOTYPE & MARKSequoia’s logotype is Bebas Regular. A coniferous tree was chosen as the mark to relate back the brand name. When the logo is used without the mark, the letter ‘I’ remains in the shape of the tree trunk.

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Clear Space, all sides.125 in

3 in

2.75 in

1.5 in

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.75 in

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1.4 in

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2.9 in

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COLORSequoia’s color profile are primarily focused in the warm tones of orange, green, and tan. The secondary colors are cool and accent the warmer tones. By not relying too heavily on just one color, a more subtle and all encompassing effect is achieved.

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ICONOGRAPHYSequoia’s icons are based on hand drawn images that represent specific product amenities. Each icon will be printed on the corresponding product or service.

ICONOGRAPHYSequoia’s icons are based on hand drawn images that represent specific product amenities. Each icon will be printed on the corresponding product or service. Each icon is used in the product packaging and catalog

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CHART LABELHelvetica Neue LT Std57 Condensed11/16

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TYPOGRAPHYThe logotype of Bebas is used as the primary headline. For all other type styles, Helvetica Neue Lt Std is used in various weights and sizes. It suits this brand due to the versatile and timeless appeal of a sans serif.

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IMAGESTrees, trails, mountains, the target consumer, and lots of natural light are the primary subject of Sequoia’s images. They are primarily used in full color and are intended to evoke nostalgia and desire for outdoor experiences.

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TEXTURESStone, gravel, wood, and bark are the primary textures used in Sequoia’s layout. Tones of orange, grey, and tan relate back to the primary color profile for the brand. Textures give depth and dimension to the overall design.

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Identity SystemThe suite of stationary, envelopes, business cards, and mailing labels showcase the strength of the logo, mark, and primary color profiles. The combination of colors and styles makes the identity system fun and energetic.

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You’ve never really experienced Colorado’s back country until you do it in style!

Colorado holds a little more than 3,390,635 square acres of designated wilderness area. That designated wilderness is unpaved, untamed, and unbelievably beautiful. Translation: Colorado is to a backpacker like cake is to a fat kid.

Did you know that Colorado Parks and Wildlife maintains backcountry cabins and Yurts (wooden framed, canvas walled, furnished tents) that are available with a reservation/rental?

Colorado wilderness lodging

Colorado is to a backpacker like cake is to a fat kid.

— The Sequoia Team

A Remarkable ExperienceSome rentals require a lengthy hike/snowshoe/cross country trip to get to, while others are available near accessible roads with forms of transportation. In either case, a true Colorado cabin experience is worth a stop on your next backpacking trip!

Imagine watching the winter sunrise as you sip hot chocolate from the window of a wilderness cabin. Cook your afternoon catch on the grills outside your yurt, and play a board game with your best friends or significant other before you go to sleep in the serene wilderness.

Have you ever thought of snowshoeing? Imagine trekking into the great white wilderness with a warm, cozy cabin in the middle of nowhere as your destination.

These are just a few of the possibilities you can experience with Colorado’s wilderness lodging.

Cabins vary in location and amenities. They range from bare bones shelter to fully furnished chalets with hot showers and full service kitchens.

As for size, all yurts can accommodate up to six people, while cabins vary in size from 4 to 20 people. Pets are allowed in some of the yurts and cabins, depending on which ones you’re staying in. Check Colorado Parks and Wildlife for more details.

All backpackers enjoy tent camping far away from any roads. For a truly unique, wilderness experience, however, try a night in one of Colorado’s rustic wilderness lodges.

You’ll be glad you did.

Imagine watching the warm winter sunrise as you sip hot chocolate from the window of a wilderness cabin."

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Sequoia Has Your Gear2012 Product Picks

Endeavor Headlamp All-Purpose KnifeUltra Light Lantern UV Sunglasses Lumina FlashlightHydro Water BottleTut illa dit est, a dolecto eatum fuga. Itat molorem exped quuntin et vel illanim nobis in consequam, solore ad eatuscium latquo modis con rehent, ut odigendusda volor minvend ignatiorem faciet es sam qui dolo te velit, temporion re parisci isquat la vit omni nis si temporero et voluptur apis dios audam, vit, id que pa vid quiatquam, ut et quist ea nia.

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$60 $45 $29 $35 $15 $25

SAMPLE SPREADThe sample spread includes all of the type styles and colors from our brand. Content includes a well written article about backpacking trips to Colorado and the accompanying page outlines Sequoia’s top product picks.

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ARCHITECTURAL DRAWINGSA smaller and more accessible store was designed, carrying only the Sequoia brand and its products. From camping in your backyard to climbing up a mountain, Sequoia gives the consumers everything they need.

Target consumers

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Tara & Dan RyanLively, Centered, Faithful, Trustworthy, Resourceful,

Curious, Patient, Ambitious, Logical, Accepting

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Tara and Dan wake up to the baby crying. Tara feeds him Nature One formula while Dan showers using Aveeno body wash. Tara makes breakfast using ingredients from Trader Joe’s.

Tara and Dan leave the house in their Jeep Wrangler and drop the baby off at daycare. They stop at Staples to pick up Canon paper and ink before heading to their studio.

After working all morning on projects, Tara and Dan eat lunch at a Chinese restaurant down the street from the studio.

They return to work and finish some details of the branding project they are working on. They drink Tazo tea while they work.

They leave work and stop at the store to pick up organic chicken, gluten free pasta, and fresh basil to make homemade pesto. They pick up the baby from daycare.

Tara cooks dinner while Dan feeds the baby Sprout organic cereal. and Dan work together to prepare dinner. They listen to NPR and talk about their upcoming camping trip.

After dinner, Dan watches his favorite TV show on Hulu, while Tara plays with the baby. She puts a fresh Pampers diaper on him and they tuck him into bed.

After changing into the flannel pajamas they bought at Patagonia, Tara and Dan go to bed.

CreativitySolve problems and express your inner self

RespectListen to and be patient with others

Love Nurture the bonds that tie us together

FreedomEmbrace your individuality

Tara and Dan live in Durango, Colorado with their 10 month old son Carter. Tara is 26 years old and Dan is 25 years old. They have been married for three years. They are both graphic designers and together earn 6,500 dollars a month. They both studied at Colorado State University and received Bachelor of Arts degrees. They drive a four-door Jeep wrangler and own a three-bedroom house. They do not have any pets but they do have numerous house plants. They belong to the Colorado Arts Council and AIGA.

About Tara & Dan 6

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Jefro WilliamsCaring, Focused, Clear-minded, Cheerful, Artistic

Goal-oriented, Affectionate, Lively, Giving32

DisciplineDo things that benefit yourself and others

EnergyMaking the most out of every moment

GenerosityDo to others as you want done to yourself

DevotionBe there for your family and friends

Jefro lives in Denver, Colorado and loves living near the mountains. He is 35 years old and is in a long-term relationship. He works as a backpacking tour guide and makes 3,500 dollars a month. Jefro is also an artist and studied at the Art Institute of Denver. He owns a two-bedroom house that he shares with his girlfriend and dalmation, Ira. He does not have any children. Jefro previously was a volunteer in the Peace Corp. He belongs to the West Port Art Group.

About Jefro 68

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Jefro wakes and has a bowl of Kashi cereal. He takes his dog for a walk.

After getting back from walking his dog, he takes off his New Balance running shoes and gets ready for his job as a backpacking tour guide.

Before heading out with his group, he grabs his North Face backpack and Asolo hiking boots. After the hike, he leaves in his Chevy Malibu.

Jefro stops at the Organic Pizza Company to pick up a pizza he ordered. After getting back home Jefro eats his pizza and watches NetFlix.

He grabs his WhamO frisbee and heads out to meet his friends in the park. First he puts on his Carhartt jacket and stocking cap.

When he gets home he gives his dog IAMS dog food and water from his Brita Filter Pitcher. He gets on his HP laptop to check his Facebook and Hotmail accounts.

He then sets his Verizon Droid Incredible cellphone for his alarm and lays down on his Simmons mattress. He reads Backpacker magazine until he feels sleepy.

Jefro then turns his Lasko fan on for some white noise to fall asleep to.

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anna richardsDetermined, Independent, Solitary, Content, Happy,

Nature Lover, Resourceful, Enthusiastic, Healthy

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6Anna wakes and gets ready for her morning run in the woods. She wears New Balance shoes and a North Face sweat suit. She listens to her iPod though Skull Candy ear buds.

She takes a shower using Burt’s Bees gel and shampoo. After feeding her parrot, she grabs her iPhone and Aether 70 backpack and drives to work in her Subaru Outback.

At work she clips her carabiner to her belt, harness, and rock climbing shoes, all made by Black Diamond. She begins teaching climbing basics to a young group of climbers.

Anna heads home for lunch. She makes an omelette with ingredients from Whole Foods. She checks her email and phones her mom.

She returns to work and buys a Clif Bar from the vending machine. She heads out with a van full of students to climb a remote rock wall.

After work, she stops by a friend’s house. She visits with her friend and watches Netflix. For dinner they have smoothies and fried plantains.

At home, Anna uses her MacBook to work on the novel she has been writing based on her hiking experiences.

Anna lays down on her Tempur-Pedic mattress and falls asleep.

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BoldnessTake chances whenever possible

CommitmentFinish what you start and more

GratitudeFind reasons everyday to feel grateful

ConservationDo what you can to help out the Earth

Anna lives in Redway, California and is an avid nature-lover. She is 36 years old, is single and has no children. She has never served in the military and works as a rock climbing instructor. She spent three years studying English at UCLA but left school to focus on rock climbing. She makes 3,000 dollars a month as an instructor. She drives a Subaru Outback and rents a two-bedroom apartment that she shares with her pet parrot, Tully. Anna belongs to the California Guide Association and is an active Sierra Club volunteer.

About Anna

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Manuel vasquezLoving, Optimistic, Respectful, Focused, Punctual, Playful,

Dependable, Playful, Spiritual, Hardworking

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FaithWalk with God everyday

EntrepreneurshipBe innovative in business in positive ways

EducationNever stop learning

FamilyValue the bond between loved ones

Manuel is 22 years old and lives in Denver, Colorado. He is single and makes 3,000 dollars a month working as a Chef at Hector’s Deli and Cafe. He received his Culinary Arts degree from the International Culinary School. Manuel drives a Toyota Tacoma. He rents a two-bedroom apartment that he shares with a roommate. He does not have any children or pets. He belongs to the National Restaurant Association and is active in his church.

About Manuel Manuel wakes and takes a shower. He washes with Nivea for Men’s body wash and Suave shampoo.

He leaves for work in his Toyota Tacoma. He arrives at the restaurant he works at, “Hector’s Deli & Cafe” and unlocks the back door for the day’s delivery.

He works all morning, running the kitchen and preparing sandwiches for the lunch crowd.

Manuel eats a Cuban sandwich for lunch and drinks sweetened Lipton iced tea.

After lunch, he continues to prepare ingredients for the evening staff. He listens to his Bose boombox while working.

After work, Manuel drives to Safeway to pick up ground beef, buns and cheese for the grill-out he is hosting for his friends.

People begin arriving for dinner and Manuel opens a case of New Belgium beer. After dinner, they play on his Nintendo Wii.

He gets out his Martin guitar and practices for awhile. He figures out the chord structure of a new song. Manuel falls asleep in bed watching the Travel Channel on his Sony television.

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SARAH GILMANOrganized, Friendly, Compassionate, Outgoing,

Reliable, Smart, Resourceful, Intelligent, Determined38

LoyaltyStay grounded and be true to friends and family

HappinessBe true to yourself and think positively

HealthStay active and be mindful of your body

LoveShow others understanding and appreciation

Sarah is from St. Paul, Minnesota and is 31 years old. She is engaged to be married and works as an administrative assistant at Minnesota State University. She makes 3,200 dollars a month and has a Bachelor of Arts degree. She drives a Nissan Altima and is in the process of buying a house. She has no children but does have a red heeler dog named Olly. She belongs to Miramont Lifestyle Fitness and is a MSU alumni.

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Sarah wakes to the alarm on her iPhone. She feeds her dog Nutro dog food and then takes a shower using Organix soap.

She has breakfast of fruit and yogurt from Whole Foods. She takes her dog out again and leaves for work in her Nissan Altima.

She spends the morning answering emails on her Dell computer and returning voicemails. She finds photos for projects on Istockphoto.

Sarah goes out to lunch with coworkers at Noodles & Co. After lunch, she runs to OfficeMax to pick up office supply.

Sarah leaves work and heads to the gym. She stops at REI afterward and buys a pair of Marmot hiking boots for an upcoming hiking and camping trip.

She takes her dog for a walk around the neighborhood and does laundry. She then prepares dinner using fresh ingredients.

Some friends arrive to eat dinner. They watch Netflix on television and chat.

Sarah packs her gear in her Gregory backpack for the hiking trip. She gets ready for bed and reads an article in National Geographic before falling asleep.

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WEb presence

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WEBSITESequoia’s website uses strong imagery and simple navigation that offers consumers a friendly shopping experience as well as the opportunity to get involved in great outdoor adventures. The website is segmented into pages for kids, women, men, dogs, equipment, and about us.

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©2012 Sequoia, INC. | Denver, Colorado USA | Sequoia respects your privacy and is a secure site

Womens Mens Kids Dogs Equipment

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Headline

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advertising

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MAGAZINE ADVERTISEMENTPrint advertising for Sequoia needed to match the overall mission of the brand. It was kept simple and direct and used photography that would speak to the target consumer and was paired with a call to action, to “take it outdoors.”

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OUTDOOR ADVERTISEMENTSequoia’s target consumers always have the outdoors on their mind. While the outdoors call to them, they are surrounded by reality. Luckily they can be taken back, briefly, to their last great outdoor experience while waiting for their next bus.

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So, you know, I’m a lone person walking in the bush.

I’ll keep my eyes open.

But for the most part, especially with me talking to you, that noise is gonna scare them away, as well as black bears or anything like that.

So, it’s about walking with confidence.

"My Sequoia backpack is full and a heavy walk lies ahead. That should be fine."

(Les ascends a steep hill, covered with thick brush and slippery rocks.)

All right, uphill we are.

I’ve left behind everything but one camera, tripod, and my Sequoia jacket.

Moving locations and taking my life into my own hands–one slip, one poke in the eye, or an encounter with a dangerous animal, and my chances of survival are radically reduced.

Les has to maneuver his way through heavy

brush across the top of the hill, before he

can find a good vantage point.

Ohh, it’s getting thick. Shoot.

Communication is often cut off by areas of thick bush.

Okay, this way down, on my hands and knees, crawling. I’ll watch where I start putting my hands and feet.

Oh, but, my god, is this beautiful.

This is why people climb–views like this.

Unbelievable.

Okay, I’m just gonna walk around, enjoy the sights and get my sweat to dry off.

It’s beautiful up here.

"I have a feeling it’s gonna be chilly up here tonight. I’m glad I have my Sequoia jacket."

Becoming hypothermic on the top of a mountain would make for a miserable night but with the heat capture technology of my jacket, I will be fine.

The next day, Les makes another

treacherous hike to the location of his

helicopter rescue.

SURVIVORMANSEASON THREE, EPISODE ONE

Deep in the rugged Sierra Nevada’s, Les finds himself in the predicament of a lost hiker.

Travelling with his Sequoia “day hiker” pack - he only has provisions for an overnight stay.

Les needs to make the most of what he’s brought with him, and scrounge for the rest.

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PRODUCT PLACEMENTSurvivorman on the Travel Channel suited the product placement purpose well. Les Stroud has made a career out of travelling the planet and placing himself in various rugged situations. He uses his Sequoia products while shooting his show on location.

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productS & packagING

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grey with abstract green trees

orange with sun and tree

white with abstract orange trees blue with abstract green trees

brown with abstract orange trees

green with abstract blue

Tshirts

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Hoodies

brown with abstract circles

blue with rain drops

white with abstract snow white with abstract clouds

grey with abstract trees

brown with abstract trees

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Jackets

brown, grey, and green

abstract wood grain

abstract camo grey and blue

orange and white

white with abstract snow56

Sweaters

blue and brown with abstract trees

grey with wood logs

brown with abstract moon and tree brown with white aspen tree

white with abstract orange tree

blue with tent and fire

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PRODUCTS & PACKAGINGThe suite of tags are separated into different sections for men, women, and kids products. Specific Sequoia colors are assigned to each product line to help consumers better identify their section in the store and in our brand. The fashion drawings were hand drawn abstracted illustrations.

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Design CreditsKathleen Krohn Stephen Kavanaugh Raechel Achelpohl-Meyer

GRAPHIC DESIGN III 2012

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Sequoia

Documents

Transcript of Sequoia