KRIS BRUYNSON

WOODLAND MILLSCONCEPT PRESENTATIONDEVELOPING A BRAND THAT EMBODIES THE MILLING LIFESTYLE

1.

2.

3.

4.

AGENDA

THE INSPIRATION

THE ASK

THE STRATEGY

THE CREATIVE

KRIS BRUYNSON

THE ISPIRATION

KRIS BRUYNSON

Provide examples of the latest UX and creative

ideas on how to convey a brand image

LOCAL MOTORS

KRIS BRUYNSON

SUMMARY OF SITE:

Now is an exciting time for technology. But with the

options and pace of technology, understanding what

any tech company has to offer can be a daunting task.

Local Motors simplifies this approach by showing what

users can do with their products rather than illustrating

the features of their products. It is a much simpler and

goal oriented method of showing the product benefits

OBJECTIVE:

To appealing to the lifestyle of the new age car

enthusiast and engineers through a connection with the

types of things they can do with the products.

LOCAL MOTORS

KRIS BRUYNSON

LEAFS NATION

KRIS BRUYNSON

SUMMARY OF SITE:

Leafs fans are not just Leafs fans, they are sports fans. During the hockey

season they don’t just focus on the Leafs. They watch socialize about

multiple types of sports.

Additionally, most of the Leafs content is created by the fans.

From these insights, the obvious thing to do was to build a hub where sports

fans could indulge in Toronto sports teams until filled with sports. The Leafs

Nation was so strong that it already existed, it just needed a place to happen.

The proposed site gathered all the important topics and conversations on the

internet and served them in one place.

OBJECTIVE:

I designed this site to appeal to the lifestyle of the Leafs fan and generate a

holistic connection with their common interests.

LOCAL MOTORS

KRIS BRUYNSON

THE ASK

KRIS BRUYNSON

Why are we here today?

KRIS BRUYNSON

WHAT ARE WE HERE TO DO?

We want to take do-it-yourself men

back to their roots and inspire the

connection they have with building

something from nothing.

THE STRATEGY

KRIS BRUYNSON

What direction is the information telling us to

go?

KRIS BRUYNSON

WOODLAND AGE DEMOGRAPHICS

54% of Woodlands demographic between

the ages of 45-64

65+12%

55-6429%

45-5425%

35-4416%

25-3412%

18-246%

KRIS BRUYNSON

Married baby-boomer-men have the highest disposable income to

purchase hobby tools

The sweet spot to target is married men with a woodworking hobby and

those who work in forestry

https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-middle-boomer-demographic-profile.pdf

KRIS BRUYNSON

Woodland-men always know the weather

and they enjoy learning about tools,

construction, forestry, and used machines.

0% 2% 4% 6%

COOKING…

OFF-ROAD…

HEAVY…

AGRICULTRU…

ONLINE VIDEO

FORESTRY

CLASSIFIEDS

CONSTRUCTI…

NEWS.WEATH…

INTERESTS

Source: Analytics

KRIS BRUYNSON

When they dream about buying something

or are actually buying it, it is always for

Home improvements, tools, and used

vehicles.

0% 2% 4% 6% 8%

PICKUP…

HOME…

COMMERCIAL…

HOME…

RESIDENTIAL…

USED VEHICLES

TOOLS

HOME…

SHOPPING

Source: Analytics

KRIS BRUYNSON

Above all, they are real men who love

the reading the news, cars, and

watching TV

0% 2% 4% 6% 8%

OUTDOOR…

TECHOPHILES

DO-IT-…

SPORTS FANS

MUSIC LOVERS

HOME DÉCOR…

MOVIE LOVERS

TV LOVERS

AUTO ENTHUSIASTS

NEWS JUNKIES…

AFFINITY GROUP

Source: Analytics

THE CREATIVE

KRIS BRUYNSON

KRIS BRUYNSON

LOGO DESIGN 1

The Plank: This is the viewpoint that has inspired so many men to create

their masterpieces.

WOODLANDMILLS

WOODLANDMILLS

T REX TRAILERS

WOODLANDMILLS

WOODCHIPPERS CANADA

KRIS BRUYNSON

LOGO DESIGN 2

The chisel: Like a pencil it turns a blank piece of wood into a work of art.

WOODLANDMILLS

WOODLANDMILLS

KRIS BRUYNSON

BRAND CONCEPT

KRIS BRUYNSON

BUILD IT BETTER

KRIS BRUYNSON

A project is a promise that a man makes to himself. It is something that he loves and does better than anyone else. Not because of his skill level or his materials, but because it’s his

project.

KRIS BRUYNSON

Men feel like the majority of other’s don’t take the time to do things properly. We are building on this concept and show that

things are better when you build them yourself.

THE IDEA

Drives down street Pan to other side of the street. Movers can’t fit a table into a house. Husband: “we can

refund this if it doesn’t fit right”? Mover: “No”.

Man smirks to himself

Pan to husband and wife talking. Man: “why does a bed come in 7 different boxes? You

still have the instructions right”?

Man is stunned at their disorganization

Man parks Truck

Man smiles at the fourth wall, Says: “I’ve

got this”

Logo and Slogan

Build it Better.

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THANK YOUKRIS BRUYNSON

APPENDIXKRIS BRUYNSON

KRIS BRUYNSON

NORWOOD OWNS HAS A BIGGER SOCIAL PRESENCE

Norwood is dominating with a stronger

social presence

This is translating into a stronger brand

presence through higher awareness

22%

67%

6%5%

Norwood Woodmizer Woodland Clarke

KRIS BRUYNSON

NORWOOD OWNS HAS A BIGGER SOCIAL PRESENCE

Male boomers make up for 26% of male

population

Married men have the highest disposable

income to purchase hobby tools

The sweet spot to target is married men

with a woodworking hobby and those who

work in forestry

9%

10%

7%

74%

Male Population Size

45-50 y/o 51-57 y/o 58-63 y/o Other

DEMOGRAPHICS BY GENDER

CLASSIFIEDS

FOOD.DRINK,COOKING

AUTOS

HOME AND GARDEN

PETS AND ANIMALS

BOTH FEMALE AND MALE CONSUMERS ARE INTERESTED IN SIMILAR

TOPICS

82% MALE

18%FEMALE

TIMBER

KRIS BRUYNSON

NORWOOD OWNS HAS A BIGGER SOCIAL PRESENCE

Married baby-boomer-men have the highest disposable income to

purchase hobby tools

The sweet spot to target is married men with a woodworking hobby and

those who work in forestry

https://www.metlife.com/assets/cao/mmi/publications/Profiles/mmi-middle-boomer-demographic-profile.pdf

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