It was a great opportunity to be appointed by O’Neill to work with the internal team to assist in defining and developing the brands DNA.
To begin with, we looked into the heritage of the brand, its history, the brand values as well as the developments of the neoprene wet suit, which they pioneered.
We also researched current competitors, its consumers and O’Neill’s market positioning at that time to provide some key insight on what to achieve to help the brand hit its target market.
To ensure that O’Neill’s future collections had a distinct identity, we provided a 110 page comprehensive visual document as a guide for seasonal directions to come. This included detailed research into the culture and environment of California, the state where O’Neill was founded, and linked it to the surf and snow and outdoor industries. We also provided a range of potential design concepts to explore and marketing ideas for strategy development.