LEVEL

Crafting The Unstoppable Drive To Victory

For this project, the objective was to weave a narrative resonating with the apex of athletes—those with a relentless drive to transcend their athletic boundaries to a once unreachable state. It's about embodying the spirit of victory, about crafting a symbol for those who never settle, who are always in the pursuit of more. It is a narrative that's not just heard but felt, a story that speaks to those who breathe excellence, envisioning a world where limits are merely mile markers made to be pushed past in the relentless pursuit of victory.

After deep-diving into market insights, analyzing competitors, and aligning with authentic cultural cues, we forged a brand for those who aspire beyond the ordinary. In a market saturated with generic offerings, our audience sought a beacon that rose above the mundane. They yearned for distinction, to stand apart from the crowd, to be more than just another face in a sea of sameness. They wanted a brand that echoed their own drive to lead, not follow.

The end result was a brand crafted to surpass anything like it before. A brand purposely not made for the masses. Where performance, resiliency and impact are the lifeblood for every fiber of the brand. Made to reach the next Level. For Victory.

INDUSTRY

Fashion

Performance Athletics

D2C Products

eCommerce

SKILLSETS

Market Research

Competitive Analysis

Brand Development

Naming

Mission, Vision & Values Development

Messaging Strategy

Identity Design

Packaging Design

The Mission

Create and launch a fashion apparel brand tailored for the adventurous spirit of Southern US Coastal Outdoorsman.

The Strategy Challenge

We knew this story needed to be told in a very particular way. There existed a niche, a gray area, between brands such as Travis Matthews, Patagonia, Nike, and Columbia that was either lacking in compelling brand storytelling or experiencing a shortfall in product quality.

We needed to create a brand that spoke to this demographic while producing the highest quality product that catered to the lifestyle they subscribed to every day.

Consumer Profile

WHO ARE WE TALKING TO?

18-48 Males
Identify with contemporary “Southern US” culture

PRIMARY CIRCLE OF INFLUENCE

Outdoor Lifestyle (hunting, fishing, camping)
Sports (college football, golf)
Close-knit community (close family, friends, church members)

What Do They Do?

He's a seasoned professional, a dedicated family man, an active church member, and the" glue" for his tight-knit group of friends.
Every Saturday morning from August to December, you'll find the flag of an SEC school proudly waving outside his home.
He has a genuine love for the outdoors and occasionally joins his more experienced buddies for hunting trips (never ventures out solo). At least twice a month, you'll catch him spending Saturday mornings fishing or teeing off on the golf course alongside his closest friend.
Together with his wife, they host unforgettable, classic Southern lifestyle gatherings and BBQs for their friends, cherishing the connections they've fostered within their community.

What Do They Wear?

The core of the wardrobe centers around tops, chosen based on their fit, subtle graphics, and color. T-shirts should be comfortably soft and have a flattering fit, with graphics leaning towards understated. Colors tend to be brighter for social events but can vary widely for outdoor occasions, spanning earthy tones to pastels.
Bottoms are important in terms of fit.
Footwear can range widely, from athletic sneakers to leather loafers, boots, and sandals.
Headwear primarily consists of trucker hats and visors.

What Motivates Them?

His primary drive is to excel in his profession, be a devoted family member, and actively contribute to his community.
His secondary motivation is to savor the leisure time he earns through his hard work during the week.
He relishes this downtime by engaging in a blend of outdoor sports, spending time with friends, and participating in community activities.
He takes pride in his appearance and recognizes that his wardrobe seamlessly combines modern, Southern preppy, and outdoorsy elements.

Brand Name & Story Crafting

STORY CRAFT:

This is a breed of men with a thirst for adventure but have no interest in climbing Mount Everest because they have better things to do. They longed for the open plains and uncharted destinations yet cherished being home in time for family dinner because it's tradition. They battle Tarpon in waring wakes with lifelong friends, only to seamlessly transition into winning the next pitch at the office because both are a trophy worth fighting for.

What they cherished above all was a life unscripted, where they called the shots. It was the liberation of the mind, a treasure trove of experiences, and they needed a brand that could be their compass on life's journeys to the farthest reaches and back home before dark.

BRAND NAME:

NATIVE STATE

BRAND ETHOS:

What is Native State?

Is it a state of mind? Or it's a destination waiting to be discovered on a weekend road trip through the hills of Georgia, Louisiana's bayous, or the vast plains of Texas. What if it's both?

What if Native State is the voyage we embark on, the journey we all share? Life is too short to let the good times slip away. Shape your own path, live life on your terms, in your own time, for today, for your state, family, and community. Just the way you like it.

Vision, Mission & Values

VISION STATMENT:

Our vision is to create a world where unscripted adventures are a daily practice and never a pastime out of reach.

MISSION STATMENT:

We exist to create premium, multifunctional goods for adventurers to create unforgettable moments in backwoods, backyards and boardrooms.

VALUES:

Being There For Your Community Always Comes First
Ask For Forgiveness, Not Permission
Do What’s Right, Even When It’s Hard
Quality Is Better Than Quantity
Save Fridays For Friends, Fishing and Bonfires

Identity System Development

VALUE ELEMENTS:

NORTH

SOUTH

LOCATION

NO LIMITS

FINAL MARK:

ICON:

WORDMARK:

COLOR STORY:

SAND BEIGE

EMBER ORANGE

WOOD BROWN

TYPOGRAPHY:

BRAND PATTERNS:

WAVES

NATIVE REGAL

TOPOGRAPHY

PHOTOGRAPHY DIRECTION:

Collatoral

Digital Storefront

Packaging

Posters

Year 1 Product Development

TREND STRATEGY

We must carefully navigate the balance between staying fashion-forward while considering that our Native State Consumer has a strong connection to the outdoors. Our brand should exude a distinct masculine undertone, which is how we establish a unique and authentic presence in the market.

BRAND MARKERS IN PRODUCT DEVELOPMENT

When people embrace a brand and connect with its story, they not only recognize the logo, but they also carry the brand's entire story with them. By implementing brand markers or signifiers consistently throughout the product line, consumers will gain recognition for the brand without requiring a logo or wordmark to be present. This will allow for more versatility and adaptability in product development.

SPRING/ SUMMER COLLECTION

Spring/ Summer 2019

SPRING - SUMMER COLOR STORIES

SPRING - SUMMER COLOR TOOL KIT

Spring/ Summer Outdoor Collection

COLLECTION TECH

DECORATION

FLAT SILICONE

RAISED SILICONE

FABRIC

CUSTOM PERFORMANCE

SS Outdoor Tee - Steel (Copy)

SS Outdoor Tee - Lake Navy (Copy)

SS Outdoor Tee - Scorch Red (Copy)

LS Outdoor Tee - Steel (Copy)

LS Outdoor Tee - Lake Navy (Copy)

LS Outdoor Tee - Scorch Red (Copy)

SS Outdoor Elite Polo - Steel (Copy)

LS Outdoor UPF Hoodie - Inshore Blue (Copy)

All Terrain Featherweight Jacket w/ Water Resistant Finish (Copy)