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Electrifying the Sports World.
Start-up company Electric Red came to Altitude with a great concept: electronic products tailored and branded specifically for sport fans. We helped the company define its audience and potential range of product offerings, provided branding input, generated product concepts, and crafted a business development plan. We gave Electric Red a firm foundation to make their idea real. In fact, Electric Red secured funding on the basis of Altitude’s work.
Delivering Value: Setting the Stage for Success
Altitude’s collaboration with this young company began with an assessment of its essential values and primary messages. We researched potential consumers, delving into the personalities and interests of fans from seven different arenas of competitive sports: baseball, basketball, football, hockey, soccer, golf and NASCAR racing.
Our research also helped determine visual and language-based guidelines. One of our first tasks was to come up with a new name for the company (its original working name was Digital Sports Media Electronics). We conceived the name “Electric Red” to suggest the excitement and energy of a hip company like Apple or Google while simultaneously conveying the kinds of professional-sports products the company hoped to introduce. The visual design palette we developed was equally bold. We tested our ideas in sample advertisements, business materials, and product concepts that ranged from mild to wild and from eclectic to sophisticated. Of course, the Electric Red presence would ultimately be secondary to any team licensing on a product. However, the company needed to attract the attention of potential licensees. The level of meaning that we instilled in the Electric Red brand was of a maturity rarely seen in a start-up.
Finally, Altitude created a strategic plan for what kinds of products to develop. We structured the plan according to different combinations of technology platforms, including radio, television, and multimedia. We also envisioned three levels of offerings: value, mid-range, and high-ending products like USB storage devices, miniature televisions, micro video players, radios, cameras, and music players.
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