Onitsuka Tiger Design & Branding THE SOCIAL PLAYBOOK by GPY&R Sydney, VML Sydney

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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Australia
Agency GPY&R Sydney
Creative Director David Joubert
Designer Nathan Dunn
Agency VML Sydney
Released April 2012

Credits & Description

Category: Publications & Business Communications
Product/Service: ONITSUKA TIGER
Agency: VML
Product Manager: Luke O'Shea (Onitsuka Tiger)
Social Media Planner: Katy Daniels (VML)
Social Producer: Alicia McFadzean (VML)
Managing Director: Aden Hepburn (VML)
Designer: Nathan Dunn (George Patterson Y&R)
Creative Director: David Joubert (George Patterson Y&R)
Media placement: Book - Copies Distributed To Global Stakeholders - 1st April 2012

Describe the brief from the client

As an innovative street brand of ASICS, Onitsuka Tiger were looking to craft a strong Digital Strategy for 2012, to set them in a niche market position away from their main competitors. Social media was identified as the impetus for all digital activity in 2012, and was thus positioned as the backbone of Onitsuka’s overall digital strategy. Being new to the social media sphere, the client required a document outlining the tools and processes necessary to execute their digital strategy successfully and to integrate with their global brand positioning of ‘Discovery’.

Describe the challenges and key objectives
Onitsuka Tiger required a strategy document that would outline the goals and objectives for their social channels, encapsulate their target audience and define their social voice. The document also needed to act as a thorough guide for the in-house management of their social channels, including best practice procedures, crisis management and measurement and reporting recommendations. The challenge lay in finding clear, concise definitions of Onitsuka’s social target and brand voice to ensure continuity across the company’s social interactions.

Describe how you arrived at the final design
The final design needed to represent the bespoke street feel of the brand, as well as showcase Onitsuka Tiger’s Japanese heritage and product range. Each section of the document was designed with its own style, in order to visually represent the brand’s global positioning of ‘discovery’. Different textures and colours were utilised throughout the book to elevate the senses, and chapter design was correlative with the written content therein. The white cover embossed with stitching, combined with the shoelace binding, added to the tactile nature of the book and its parallels to the shoes, becoming noticeably worn over time.

Give some indication of how successful the outcome was in the market
The Playbook has been distributed to key Onitsuka Tiger stakeholders globally. The book enabled the local Australian office to invest more in their social channels, to begin creating content specifically for Facebook and recreating global assets for local channels.