Zune Harmony

the Zune as an instrument

I see the Zune sitting on a white background. Then someone puts the needle of a record player on the dial of the Zune, and the audience dives into the screen. One image with a type of music playing melts into another with up-beat sound. Everyone brings their taste in music and their instruments to create a original melody, a world-wide jam session. Zune harmony.

New Zune Branding Statement

• Instruments
• Harmony
• Sharing
• Inspiration
• Connection
• Jam Session
• Togetherness
• Organic
• Moments in time
• Sound behind your thoughts
• Your tool, your instrument

Zune is your instrument. It is the tool to express the sound behind your thoughts. An extension of your personality, the Zune celebrates diversity while bringing people together. The Zune bookmarks moments in time through music. It allows you to connect. Sharing music with other Zunes is like a jam session, everyone has a unique sound and together there is a new harmony.

Under Armour logo and type directions

Competitive

Real

Dedication

Relatable

Driven

Athletic

Innovative

The original Under Armour logo felt too aggressive for what I was trying to accomplish with my branding statement. Through sketching, I realized that I wanted to create a sense of movement in the logo. The original just seems so stable and heavy and mean. That is not how I would like the brand to be perceived.

Zune thoughts

http://gen-ygroup.blogspot.com/2008/09/generation-y-and-resource-sharing.html
http://www.readwriteweb.com/archives/why_gen_y_is_going_to_change_the_web.php

Throughout recent discussions in the class room as well as suggestions by Fiona, I got to wondering about the sharing aspect of the Zune. It really is what the Zune has against the ipod. With more research and existing knowledge, I realized that Gen Y is the sharing kind. Everyone seems to feel comfortable posting videos on youtube or uploading embarrassing photos on Facebook. As it read in one of the above articles, "Gen Y tends to rely on their network of friends and their recommendations, not traditional ads. "Ads that push a slogan, an image, and a feeling, the younger consumer is not going to go for,'' says James R. Palczynski, retail analyst for Ladenburg Thalmann & Co."

The younger generations don't care about what they are told or asked to do, they care about what their friends are doing. I remember falling victim to it when I was young and looking for a friend. If they listened to a certain radio station or watched a certain show, so did I. It was about having something in common. It seems nowadays having something in common doesn't fall far from having the latest in technology.

Under Armour

Innovative, Dry-Fit, Performance Enhancing sports apparel

Brand Positioning Statement

Under Armour is the sports apparel for any athlete. Under Armour believes in the strength of sport and the clothing that goes with it. The focus should be on the game, the outcome, and not the discomforts a suffocating uniform. As a company, Under Armour has risen to the top through perseverance and dedication. Under Armour understands athletes and their desire to win. Win or loose, you need to show who you are along the way to be able to look back and say you gave it your all.

Brand-Driven Tag line

Teamwork, Perseverance, Reliability

"Sports don't build character, they reveal it." John Wooden

Reveal the athlete in you. Reveal the drive. Reveal the heart of it all. Reveal you.

Under Armour Moodboard revised

Zune Moodboard