Ecco Performance pitch

 

To create an online brand experience that have users come back to again and again, you sometimes have to rethink the role of the brand. Are you ready to put your products in the background?

We were asked by the danish shoe brand Ecco to do a pitch for a new online brand platform for their Performance product line. The Performance products are well designed and technically advanced products for hiking, trekking, mountain climbing and the likes.

Are you ready to put your products
in the background?

The concept we pitched was a visually saturated online outdoor magazine filled with elements from social media sites to enable the users to interact with the content. The main goal was to turn the usual product communication upside down, showing the real life experiences with products in use as first priority and then feeding the products to match the experiences as secondary content.

One of the primary content concepts was to have Ecco’s sponsored athletes and adventures to share narrated stories, tips, routes, gear and traveling advice with the users. In another section of the website, the users would be able to share their own outdoor advice with each other.

As foundation for the concept development we conducted a quick analysis of the target users, based on phone interviews and ghost shopping. Although the analysis was done in just two days, the outcome was an real eyeopener and great inspiration for the rest of the design process.

Posted on
Wednesday 18. April, 2007
Category
Work
Tagged with
, , ,
Done while working at
1508 A/S
My role in the project
Concept development, Art Direction & Design
Copyright © 2009 Jakob Kahlen. All rights reserved.