This topic fits quite a few forums (The Branding Iron, Footwear, Business Practices, etc.) but I’m posting here in the hopes to get the most views and comments…
Here’s the thing. I’m currently working with a client who is in the process of creating a start-up brand of new performance athletic footwear that seeks to challenge the conventional wisdom of the major athletic brands in both design and position (sorry, can’t yet elaborate more). This is truly a small-scale, from the ground-up project.
I’m doing it all from initial brand/product positioning, to branding, identity, footwear design, development, packaging, marketing, web, etc.
At this point we are at the beginnings of the process, having fleshed out the position of the brand, initial briefs for the identity and product and will be starting the identity and footwear design soon.
Normally, of course, this entire process is extremely controlled (and long), working direct with the client and keeping it all under wraps until a retail launch of the product… (likely SS12).
For this project, however, we’re considering something a bit different. I’ve suggested the idea (in keeping with the challenging of conventional wisdom) of opening the entire process up to the public eye.
The idea came from thinking about all the great criticism here on core, plus the interest I garnered from my First Pullover blog sharing the design process I experienced real-time at hummel.
This would mean almost ALL (perhaps except finance issues) design, content, discussion, would be done in a transparent, public way (ie. on a blog, etc.). This would include-
- back and forth discussions about branding and positioning
- all design work from concept to final art
- business development issues, (the ups/downs of starting a new business)
- future range planning
Essentially, the idea would be to capitalize on the many smart people out there (such as many projects posted on core benefit from a wide and varied critique). The possible pro’s-
- Consumer following and interest (possible praise)
- Increased awareness and potential sales
- Increased exposure (PR)
- An interesting business model that is totally different than the closed/secret athletic companies
- New contacts / opportunities / investors / partners / collaborators
- everyone can see the process, including the problems (and or crapy sketches)
- we’d be open to comments, but still obviously relying on my/client’s guidance and would not take every suggestion - could alienate some
- less “WOW” factor on launch
- We’re not particularly worried about competitors seeing the work before development, but it could be a potential concern
Any thoughts? idea? From my perspective this could either be the smartest idea ever, or the stupidest. Not sure which.