Project Book Final

Re-Branding Campaign

Project Book

2

Project Introduction

Project Research

Style Guide

Project Solutions

Table of Contents 2-3Background 6-7New Brand Vision 8New Brand Mission 9Swot Analysis 10-11

Research Paper 12-13Client Brief 14-15Demographics 16-17Moodboard 18-19Hidden Brand Benefit 20-21

Colors 24Image Types 25Typography 26-27Logo Usage 28-29

Site Map 30-31Wireframe 32-33 Multimedia Campaign 34-35Business Attire 36-37Print Assets 38-41Promotional Assets 42-45

3

Table Of Contents

PROJECT INTRODUCTION

4

PROJECT INTRODUCTION

Background New Brand Mission New Brand Vision Swot Analysis

5

Skate and Shake is a skating rink that epitomizes the historic pas-time of the skating experience. It is the only indoor skating facility in one of Florida’s largest counties and is known for the many activ-ities it provides to its customers, both young and the young at heart. Unlike other skating facilities in the area, customers have the security of being guarded from the elements, are en-dowed with music of every genre, a pro shop to pur-chase merchandise such as inline skates, and a gaming area for the game lovers. However, the brand is less popular than its competition and could use a boost of visibil-ity in the minds of entertainment seekers.

IDENTITY

Loyalty

Brand

BACKGROUND

6

OldSchool

Owned by two families, Cher-yl and Kevin Gray and Marty and Penny Pauze, Skate and Shake was reopened with an objective to start anew. The owners invoke its tar-get audience to experience the fun, excitement, and safe atmosphere,

while enjoying the sport of skating. Unfortu-

nately though, their annual rev-enue suggests a lack of patron-age and loyal-ty to the brand.

This may be the result of a few factors: a weak brand identity, lack of advertisement, a weak web presence, or maybe even

unpleasant or distasteful facil-ity visuals. Whatever the case

however, it’s not too late for this company to start

anew again.

Brand7

Madison Hawthorne (2013) pro-claims that vision statements help to describe the organization’s purpose. Vision statements also include the organization values.

“Our vision is to be #1 in customer service, customer value, and consumer safety”.

8

Vision

A mission statement is meant for employees and leaders of the organiza-tion. Strategic plans may involve changing the mission statement to reflect a new direction of the organization. Highlighting the benefits of the change and minimizing the deficits will help employees and the public buy into the change.

Hawthorne, Madison. (2013). The Purpose of Mission and Vision Statements in Strategic Planning. Retrieved from http://smallbusiness.chron.com/purpose-mission-vision-statements-strategic-planning-13161.html

“We strive to instill and maintain the love of roller skating and positive sportsmanship in our skaters and spectators, while providing a health-conscious environment ”.

Mission 9

Quality Customer ServiceFamily-OrientedBudget-Friendly

SafeSecure

Weak brand nameRental products outdatedDated facilityCamp and business hours conflictMediocre food qualityPoor business standards

Profit increase with re-branding campaign

New menuDiversification

Technological InnovationName Change

Staffing increase

New entrants to the industryChange in customer loyaltyEconomic downturnHigher pricesCompetetive price pressure

STRENGTHS

OPPORTUNITIES

WEAKNESSES

THREATS

10

SWOT ANALYSIS

11

12

PROJECT RESEARCH

Research Paper........................................................................14-15Client Brief..............................................................................16-17Demographics.........................................................................18-19Moodboard ..............................................................................20-21Hidden Brand Benefit.............................................................22-23

13

PROJECT RESEARCH

Research Paper........................................................................14-15Client Brief..............................................................................16-17Demographics.........................................................................18-19Moodboard ..............................................................................20-21Hidden Brand Benefit.............................................................22-23

Although you won’t find skating rinks in every zip code, skating is still considered a favorite amongst entertainment enthusiast. Because so many skating rinks have closed their doors, owning and operating one is considered to be a recreational commodity. Skate and Shake is positioned not only as an all time favorite, but also as the only indoor skating facility in its community. Being positioned in this man-ner allows the owners to be aggressive in their pricing of admission, products, and services. However, because Skate and Shake was built on the foundation of family, fun, and safety, they choose to keep their prices in a realm that’s affordable to their customers. But al-though prices are low, the company’s record-ed revenue places them 4th in regards to lo-cal competitors. According to Manta (2012), Skate and Shake’s annual revenue is less than $500,000 and employs a staff of approximate-ly 5-9. Whereas other competitors such as Ormond Lanes and Skate City Dayto-na both gross any where from $1 – 2.5 million dol-lars each year and employs approxi-mately 10-49 staff members. This not only hinders company growth but also jeopar-dizes its existence.

Nevertheless, Skate and Shake has a culture of unconditional dedication to safety and secu-rity. The company believes in providing that to not only their customers but employees as well. Skate and Shake also believes that cus-tomer satisfaction is the key to its success. That is why being innovative, on the front line, and open to new trends will make the possibil-ity of growth more reachable.

Like most sports, inline-roller skating took its rightful place in society. It has most certain-ly evolved throughout the years and has been an American past time for quite a while now. Skating itself however, goes well beyond the boundaries of the rink and is categorized into several disciplines: Artistic, Hockey, Roller Derby, Roller Dancing, Outdoor, Speed, and Vert. All of these categories share several com-monalities. But the one common thread that’s most beneficial and rewarding is fitness.According to Nottingham and Fedel (1997): “Inline skating provides the most important compo- nents of a good all around fitness program cardiovas- cular or cardiorespiratory fitness (endurance), musclar fitness (muscular strength and muscular endurance), body composition, and flex ibility – you’ll be able to ac tually see and feel the benefits. (p. 4)

Skate and Shake has the advantage over most of its competition. Being in the recreation business, it offers entertainment as well as the invisible, fitness, thus positioning them much higher in ranks of benefits than their compe-tition. With society’s claim that obesity, espe-cially in children, is on the rise, this company can use the fitness aspect as a tool to boost rink awareness and the benefits it has to offer. Skate and Shake’s major competitors like bowling al-leys and the video game industry doesn’t offer the fitness benefit, thus giving them the lead-ing edge to profit well beyond their current state. Being the only indoor skating facility in the area, the company can monopolize on the fun and fitness aspect of skating and gain positive loyalty from its target audience and beyond. This further supports the ideas of this campaign, but how will the goal be reached?

RESEARCH PAPER

14

“foundation of family”

Before discussing the essentials of the project, it’s im-portant to understand the audience and the benefits for them and the company. According to Jenn and Ken O’Grady (2006), incorporating research methods into the design process can aid in meeting the demand of how to visually communicate a design (p. 11). Choos-ing an audience to target was simple in that the major-ity of Skate and Shake’s customers, although not large in number, are teens. Research indicates that within Skate and Shake’s geographical location, northeast and central Florida, 17.6% of the population, are teenagers. Qualitative research was conducted to gather insight of the target audience and the focus of the ad cam-paign segment of this project will be geared toward them. What has been discovered through this research method was that technology and society may change, but human behaviors are basically the same at pivotal points in life. Teens these days are all about impressing, being noticed, being a part of something big, and being sought after. Whether it’s the clothes they wear or the places they frequent, it all boils down to being noticed and physical attractions. About seventy kids all ranging from 12 through 19 years of age, were surveyed (a marketing research tac-tic) about their skating preferences and ex-periences. And what stood out the most was the fact that they all go skating for fun and to meet people of the opposite sex. The intention of this project is to explore how Skate and Shake Skating Center and its target market can benefit from a complete re-brand-ing of the company’s current state. Taking both parties into consideration, choosing the appropriate color scheme, image choices, font choices and layout are of importance as it will be the visual voice of the brand. The design ele-ments will include but not be lim-ited to two main colors (orange and turquoise), images that relate to the company and the consumer, fonts that utilizes the white space effectively, and layouts that are designed to capture the essence of the campaign as a whole.

Being as though the main focus of this project is to pro-mote awareness and increase profit, the deliverables will include creating a logo, developing an advertising cam-paign (target audience-focus), an interactive website, and creating professional print materials. Creating a logo will establish a positive brand identity as well as an increase in the brand’s value. Developing an advertising campaign will persuade the target audience to take action. The in-

teractive website will not only position Skate and Shake in the ranks of its competitors,

but will allow the consumer to interact with the compa-ny on a more personal level. Creating professional print materials will capture the at-tention of the consumer and add value and substance to what visually represents the company. In conclusion, Skate and Shake’s positioning offers much to its success. Being the only

indoor skating facility for miles within Florida’s northeastern and central region, should have customers flocking to enjoy the

sport that so many have loved for decades. However, it suffers visually throughout

the community, has a weak brand presence, and

ranks least amongst its com-petitors in terns of revenue. There is no doubt that a com-

plete re-branding of the company would render positive outcomes for

both the company and its audience. Using specific advertising and marketing

strategies will guide the project ensuring that the company’s needs as well as the tar-get audience’s needs are met and produced. From professional print materials to an in-teractive website, the company will now be positioned parallel to its competitors with a much greater chance to excel beyond them. Promoting the already existing

services, such as teen night, back to school night and the summer camp program, but on a

more professional level, is a recipe for triumph. Then implementing Prom Night at the Rink will put the brand at the forefront of innovation, causing an experience that will forever be stapled in the

minds of the consumers. By the same token, keep-ing the target audience involved and them wanting

more from the brand will lie partly in the compa-ny’s new reputation and consistent design mea-sures. And since the research suggests that the target audience values both physical and per-

sonal image, Skate and Shake has the ability to turn trends into a profit. 15

The intention of this project...

16

CAMPAIGN PROJECT

OBJECTIVE

To re-brand the company for the purpose of awareness, a positive brand identity, and revitalization of the facility in order to increase pro�t.

KEY TENETS

ECONOMIC

YOUTHFUL

ENTHUSIASTIC

Birthday Parties Summer Camp After School Program Pro Shop

PRODUCTS & SERVICES

17

CLIENT BRIEF

18

DEMOGRAPHICS

Parentswith Children

AGES 5-12

TeensAges 13-18

19

and SHAKE C=70M=15Y=0K=0

C=40M=65Y=90K=35

C=15M=100Y=90K=10

C=0M=75Y=100

K=0

C=0M=10Y=95K=0

SKATE

20

This mood board is a representation of how skating is not only fun, but also a fitness sport. The color pal-ette is sporty and fun. The font used is Teen, which coincides with the target audience of the campaign. The type is bold, legible and easy to read. It can be used as a head-er or body copy with no distortion or kern-ing needed unless pre-ferred. Diagonal line usage shows move-ment and the vertical and horizontal line combination symbol-izes stability and solid-ity (Jirousek, 1995).

Fit/Fun

and SHAKE C=70M=15Y=0K=0

C=40M=65Y=90K=35

C=15M=100Y=90K=10

C=0M=75Y=100

K=0

C=0M=10Y=95K=0

SKATE

21

Jirousek, C. (1995). Introduction to the elements of design: Point. Retrieved from http://char.txa.cornell.edu/language/element/element.htm

MOODBOARD

22

Roller skating is ranked among the best aerobic exercises according to the American Heart Association and the President’s Council on Phys-ical Fitness. Roller skating is a workout that involves almost all of the body’s muscles and in particular the heart. The National Institute for Fitness and Sports claims that roller skating works most of the major mus-cle groups – glutes, quads (no pun in-tended), abdomen, calves and arms. The AHA proclaims that roller skating is equivalent to bicy-cling and jogging as a cardio workout.

An average 143 lb. person skating at 10 mph can experience caloric burn of as much as 600 calories in an hour roller skating. Most people average in the 6 mph range and will burn an average of 350 calories or greater.

Let’s consider the mental benefits. There’s not much scientific data (none that I could find) to support the positive mental benefits of roller skating. I don’t think it takes a multi-million dollar government funded study to recognize the fact that you never see a person roller skating and frown-ing at the same time. Between the music, lights, social aspect, health benefits and fun; roller skating could simply be the best total body work-out there is.

Skating...A Fitness Sport

POW. (2007). Health benefits of roller skating. Retrieved from http://www.planetonwheels.com/store/Health-Benefits-of-Skat-ing.html#.USTjTkKlKfQ

HIDDEN BRAND BENEFIT

•Low-impact exercise for joints•High caloric burn•Aerobically as good as jogging or cycling• Involves all the major muscle groups•Mentally uplifting•Fun, hip and possibly glamorous

Skating...A Fitness Sport

Health Benefits of Roller Skating

Key benefits of roller skating:

23

HIDDEN BRAND BENEFIT

24

STYLE GUIDEColors.....................................26Image Types...........................27Typography......................28-29Logo Usage......................30-31

STYLE GUIDE

25

C 71M 3Y 17K 0R 25G 184B 208

C 15M 98Y 100K 5R 999G 39B 37

C 7M 66Y 99K 1R 228G 116B 37

C 2M 6Y 98K 0R 225G 227B 12

The colors orange and turquoise were theoretically chosen because of their significance in meaning. Ac-cording to QSX Software Group, orange combines the energy of red and the

happiness of yellow. It is asso-ciated with joy, sunshine, and the tropics. Orange represents enthusiasm, fascination, happi-ness, creativity, determination, attraction, success, encourage-ment, and stimulation (2010).

All of the attributes of orange can be associated with the company because it epitomizes the values, mission, and objective of the brand and the effects on their customer’s experiences. It’s also a reflection of Skate and Shake’s geographical location (Ormond Beach, Flori-da), which is nestled in one of the country’s most popular tropical states.

26

Color Palette

With the same calming effects, the nature of turquoise

is a blend of blue and green. And using tur-

quoise with orange creates a fresh, sporty

look (About.com, 2012).

These two colors combined, not only speaks volume, but value as well. Skate

and Shake along with the consumer, will be intrigued by the blend of the two

and consumed by their affects.

“significance”

“intrigued”

Not staged, contrived, posed, ordinary people.

NATURAL

Activities, engaging, telling a story, capturing a moment,

drawing you in.

INSPIRING

DYNAMICFresh perspective, well

cropped, leads the eye, depth of field, visually layered, rich

and vivid.

27

IMAGES

“intrigued”

abcdefghijklmnopqrstuvwxyz

0123456789

TYPOGRAPHY

28

You’ve been waiting all week for this.

Exercise! It’s your right to skate.

Headlines: Teen Bold

Teen font is bold legible and easy to read. It can be used as a header or body copy without being distorted or needing any kerning unless preferred. It also coincides with the target audienceand is appropriate for all age grouips.

Taglines: Teen Italic

Teen/Myriad Pro

It’s Fit. It’s Fun. It’s A Sport!

Make it lean. Make it rock. Let it Roll.

You can have your skates and eat here too.

A B C D E F G HI J K L M N O PQ R S T U V WX Y Z

Body Copy: Myriad Pro Regular

Myriad Pro Condensed is a sans-serif typeface is selected for this campaign be-cause of its readability. It has ten different settings to chose from: Condensed, Con-densed Italic, Bold Condensed, Bold Condensed Italic, Regular, Italic, Semi-bold, Semi-bold Italic, Bold, and Bold Italic. While keeping the look consistent, this typeface has a variety of weights to choose from.

29

abcdefghijklmnopqrstuvwxyz0123456789

x

x

x

xWhen placing the logo, use a minimum clear space equal to the height of the x surrounding the logo to maintain its integrity. The same would apply when a tagline is in place.

x

x

x

xWhen having fun is the “Wheel” opion.

Logo Don’ts

X

LOGO USAGE

skate & shakeXskate & shakeXX

30

Logo Dos

Logo Mark

Logo Type(Ethnocentric)

Tagline(Teen Bold Italic)

X

SKATE & SHAKE

Logo Exceptions

This logo with white type is to be used for adver-tisments on black or dark colored backgrounds.

LOGO USAGE

Logo bug can be used in motion graphics and other print ads when full-colored is not in use.

Do not squeeze the logo from its rectangular appearance as it changes the persecption of the brand.

Do not rotate the logo as it compromises the integrity of the design and texture.

Do not change the color of the text in the logo as it appears not as impactful as its original design.

Do not rotate the logo in any direction as it distorts and changes the dynamics and integrity of the logo.

Do not place logo on a busy background.

31

32

PROJECT SOLUTIONSWireframe...........................................................................................34-35 Multimedia Campaign......................................................................36-37Social Media.......................................................................................38-39Business Attire....................................................................................40-41Print Assets.........................................................................................42-43Promotional Assets............................................................................44-47

33

PROJECT SOLUTIONSWireframe...........................................................................................34-35 Multimedia Campaign......................................................................36-37Social Media.......................................................................................38-39Business Attire....................................................................................40-41Print Assets.........................................................................................42-43Promotional Assets............................................................................44-47

34

WIREFRAMES

The implementation of an interactive website, Skate and Shake will be sky rocketed into professional bliss. There is value in the face of a company and that face is more likely to be admired through a sophisticated web presence. The website is where con-sumers go to find information about a company and also to become one with it. Selecting the right ingredients, organizing the elements, and making appropriate provisions for viewers are most important. Navigation of the website is also an important factor. It is the movement that allows the viewers to travel from one aspect of the site to another. Skate and Shake’s website will have a sporty and fun tone. All viewers will be mesmerized by brand appropriate images, color harmony, the layout style and typography blends. Some elements of the site will include but not be limited to the following pages: home, about us, schedule, events, products, services, photo gallery, contact, social networking links, and more. Viewers will be quickly translated into users as they connect personally to the brand.

35

The mobile application is also simple in that the designer’s intention is to get the view-er right to the meat of the brand. The designer deliberately excluded images from the homepage with the intention to direct the audience in.

36

MULTIMEDIA CAMPAIGN

SearchLog In / Sign In

GALLERY

© 2012 Skate and Shake, All Rights Reserved

ABOUT US

What you see is only a portion of what you will experience in person.

We are the only indoor skating facility in one of Florida’s largest counties - Voulusia. And did you know that skating is a �tness sport? Visit us to �nd out more.

(386) 672-8500

HOME SERVICES PRODUCTS EVENTS GALLERY BLOGABOUT US DIRECTIONSCONTACT USFOLLOW US

BLOGGALLERYHOME PRODUCTSSERVICESABOUT US EVENTS

DID YOU KNOW...

THERE ARE KEY BENEFITS TO ROLLER SKATING: •Low-impact exercise for joints •High caloric burn •Aerobically as good as jogging or cycling •Involves all the major muscle groups •Mentally uplifting •Fun, hip and possibly glamorous

Learn More Facts

SignUp For Our Newsletter

Connect With Us

Learn the lastest tricks and moves

Web Homepage

The following media asset was designed to appeal to the target audience as well as standard customers and information seekers. The designer’s objective is to create a presence for the brand in order to compete with its direct and indirect competitors. The interactive website is simple, fun, and user friendly. All elements are bal-anced and appropriate.

The interactive website is simple, fun, and user friendly. All elements are balanced and appropriate.

37

SearchLog In / Sign In

GALLERY

© 2012 Skate and Shake, All Rights Reserved

ABOUT US

What you see is only a portion of what you will experience in person.

We are the only indoor skating facility in one of Florida’s largest counties - Voulusia. And did you know that skating is a �tness sport? Visit us to �nd out more.

(386) 672-8500

HOME SERVICES PRODUCTS EVENTS GALLERY BLOGABOUT US DIRECTIONSCONTACT USFOLLOW US

BLOGGALLERYHOME PRODUCTSSERVICESABOUT US EVENTS

DID YOU KNOW...

THERE ARE KEY BENEFITS TO ROLLER SKATING: •Low-impact exercise for joints •High caloric burn •Aerobically as good as jogging or cycling •Involves all the major muscle groups •Mentally uplifting •Fun, hip and possibly glamorous

Learn More Facts

SignUp For Our Newsletter

Connect With Us

Learn the lastest tricks and moves

Copyright © 2012 Skate and Shake, All Rights Reserved

SIGN UPLOG IN

HOME

ABOUT US

SERVICES

PRODUCTS

EVENTS

GALLERY

BLOG

CONTACT US

FULL SITE

Web Homepage

The following media asset was designed to appeal to the target audience as well as standard customers and information seekers. The designer’s objective is to create a presence for the brand in order to compete with its direct and indirect competitors. The interactive website is simple, fun, and user friendly. All elements are bal-anced and appropriate.

The following mobile app was designed

to appeal to the target audience as well

as standard customers and informa-

tion seekers. The designer’s objective

is to create a presence for the brand in

order to compete with its direct and

Mobile App

SOCIAL MEDIA

38

Connect with all the Social Butterflies

Facebook

39

Twitter Page

Connect with all the Social Butterflies

BUSINESS ATTIRE

40


250 N US Hignway 1 • Ormond Beach, FL. 32174 • (386) 672-8500 • www.skateandshake.net

250 N US Highway 1Ormond Beach, FL. 32174



250 N Us Highway 1Ormond Beach, FL. 32174

(386) 672-8500

Email: [email protected]

www.skateandshake.net

Front

Back

Stationery

41

Bill Board Ad

Curb Ad

42

PRINT ASSETS

Poster Ad

SKATE & SHAKE


MAKE YOUR WAY TO THE RINK

YOU’VE BEEN WAITING ALL WEEK FOR THIS

43

don’t let friends skate alone.

Friends...


Make it lean. Make it rock. Let it roll.

Door Hanger

44

PROMOTIONAL ASSETS

Towel

Wrist Band

Cap

45Water Bottle

Hot/Cold Bottle

46

WristletTransportation

Duffle/Skate Bag

47

Transportation

T-Shirt

Keychain

PROMOTIONAL ASSETS CONTINUED...

Image Sourceshttp://beansouptimes.com/storage/pariswhite.jpg?__SQUARESPACE_CACHEVERSION=1340444377122

http://www.fisher-price.com/en_US/Images/Roller%20skates%20–(2-2.5%20years)_tcm169-11908.jpg

http://makingitlovely.com/wp-content/uploads/2012/10/IMG_2684a640.jpg

http://redroserollerskating.co.uk/images/profile2_copy_1.gif

http://static.uk.groupon-content.net/dealarc/img/slider/153/roller-skating-3.jpg

http://fallmeeting.agu.org/2012/files/2012/09/Characterizing-Uncertainty-SWIRL-graphic.jpg

http://www.untitledflow.com/wp-content/uploads/2013/01/kaoir.jpg

http://1.bp.blogspot.com/-BleroRdvAaU/T0d8zVdoyPI/AAAAAAAACco/Gp4dJAP50KA/s1600/patins+0.jpg

http://woman.thenest.com/DM-Resize/photos.demandstudios.com/getty/article/81/235/76754911.jpg?w=600&h=600&keep_ra-tio=1

http://www.metrokids.com/MetroKids/July-2011/Family-Favorites/Indoor-Fun/WEB-ChristianaSkatingCenterreaderphotoKellyS-kating.jpg

http://img2.timeinc.net/people/i/2009/galleries/bodywatch/090518/lauren_conrad.jpg

http://cache-images.writersnetwork.com/sites/default/files/imagecache/destination_site_medium/fotolia/Fotolia_15903121_Sub-scription_L.jpg

http://wowsk8.us/yahoo_site_admin/assets/images/Five_Tweens.63130126_std.png

http://us.123rf.com/400wm/400/400/dejanj01/dejanj011106/dejanj01110600043/9813564-mixed-colors-on-dark-background-pouring-from-a-tube.jpg

http://www.dorsetforyou.com/media/images/5/g/Roller_Skating_DS1.jpg

http://kidsskatefree.com/images/slide1.jpg

http://www.rinxtoronto.com/images/hp_kidsparty.jpg

http://i275.photobucket.com/albums/jj313/kelsy_ox/miley-1.jpg

http://t1.gstatic.com/images?q=tbn:ANd9GcTPSnYq6PW4PFjxh4L3VkYsTmB3V3mLNMMXLV1hCap02riYmZm9Nw

http://capemay.com/magazine/wp-content/uploads/2013/01/roller-skating-2.gif

http://3.bp.blogspot.com/-RKYDktqzFVY/T0KS6chZyBI/AAAAAAAAI6A/25_f5qqss90/s1600/x02-18-2012%2B-Dane%2527s%2Broller%2Bskating%2B9th%2Bbday%2Bparty%2B125.jpg

http://images5.fanpop.com/image/photos/29400000/roller-girl-roller-skating-29454947-800-533.jpg

http://cdn1.bigcommerce.com/server3000/a315c/products/85/images/256/IMG_3775__38933.1322598215.1280.1280.JPG

http://www.download.ba/program-image/yellow-butterfly-theme.jpg

http://www.c-sharpcorner.com/UploadFile/83f858/desktop-fun-windows-8-wallpaper-collections-series-1/Images/windows8-wall-paper-collection-series-one-01.jpg

http://2.bp.blogspot.com/-boqhiqQ8t5s/T3e-2Ah8ImI/AAAAAAAAOjQ/T5-GZBb44SQ/s1600/skate4.jpg

46

http://24.media.tumblr.com/tumblr_m9slptE8Ln1qbquhno1_1280.jpg

http://www.spindog.net/wp-content/uploads/2011/07/Roller-skating-slalom-duo.jpg

http://25.media.tumblr.com/tumblr_mb2pwpj1Nb1qmxplto1_500.jpg

http://2.bp.blogspot.com/-OznWCU4JUGI/TWV-2JBmbCI/AAAAAAAABD0/AYk71EihE9Y/s1600/rollerskating.jpg

http://media.mlive.com/citpat/news_impact/photo/9219969-large.jpg

http://www.calderdale.gov.uk/nweb/NTRA.SportsAndFitness_Web_Pkg.Activity_Detail_Image?p_ID=163

http://3.bp.blogspot.com/_scd_kgk5Cys/S7MIIwfOJhI/AAAAAAAABak/S1PjxgmS4Pc/s1600/Skate+fitness.jpg

http://www.cooktimewithremmi.com/wp-content/uploads/2011/01/dreamstime_xs_6577181.jpg

http://4point4milliondays.com/wiki/Roller%20skating%20Ready.1000.jpg

http://barnaul.fm/wp-content/uploads/2012/07/1318365275_Master-klass-ezdi-na-rolikah-4.jpg

https://s3.amazonaws.com/luuux-original-files/bookmarklet_uploaded/Roller-Skating-On-A-Roller-Coaster-3.jpg

http://www.skatingplus.com/wp-content/uploads/2011/08/Lessons-2.png

http://media.cmgdigital.com/shared/lt/lt_cache/thumbnail/960/img/photos/2012/12/27/76/f3/roller-skate-1-REAL.jpg

http://northstateparent.com/wp-content/uploads/2012/10/art-1112-skate1.jpg

http://us.123rf.com/400wm/400/400/flippo/flippo1004/flippo100400006/6720577-a-group-of-smiling-faces-of-multi-racial-college-students-outside-with-the-blue-sky-in-the-backgroun.jpg

http://playlandskatecenter.net/wp-content/uploads/2012/09/Four-Boys-A-985x1024.png

http://smallbusiness.chron.com/DM-Resize/photos.demandstudios.com/getty/article/77/235/76754798.jpg?w=600&h=600&keep_ratio=1

http://s3.grouponcdn.com/images/site_images/2236/0990/All-American-Skating-Center.jpg

http://www.scoutingmagazine.org/issues/0803/art/a-skating00.jpg

http://cdn5.healblog.net/wp-content/uploads/Roller-skating-a-relaxing-way-to-burn-calories.jpg

http://s3.grouponcdn.com/images/site_images/2322/0627/IMAGE_Moxie-Rollar-Skates.jpg

http://us.123rf.com/400wm/400/400/pressmaster/pressmaster1108/pressmaster110800372/10305461-couple-of-happy-teens-on-roller-skates-looking-at-cam-era-outside.jpg

http://www.highrollerskating.com/images/scroll/Five%20Teens.png

http://img.ehowcdn.com/article-new/ds-photo/getty/article/129/203/76754910_XS.jpg

http://cdn7.downshiftmagazine.com/wp/wp-content/uploads/2012/07/katy-perry-roller-skating-birthday-party-600x392.jpg

http://family-points.com/wp-content/uploads/2011/08/rollerskating.jpg

http://www.glamour.com/sex-love-life/blogs/smitten/0923-guy-and-girl-rollerblading_sm.jpg

http://gothamist.com/attachments/jen/2008_05_obamaskates.jpg

http://media-cache-ec4.pinterest.com/192/5e/8c/2c/5e8c2c0c8f4293ee688d106ecd3303b3.jpg

http://2.bp.blogspot.com/-eAFz0dwjUXw/TZLMNKbtcSI/AAAAAAAABf8/R7VF2_f-gE4/s1600/Family%2BNights%2Bat%2BClas-sic%2BSkate%2B006.jpg

47

CELEBRATING THE CHANGE


Project Book Final

Documents

vision statements

purpose of mission

weak brand identity

skating experience

hidden brand benefit

skating rink

sport of skating

skating facilities