Brand Identity.

Brand Identity refresh. Style guide and brand palette. Logo marks and logotype updated to create a crisp and clean new statement from Royal Elastics. ‘The Original Elasticated Sneaker’ replaces ‘Modern Leisure’ as Royal’s tagline.

Advertising

Advertising imagery for Royal Elastics VS campaign. Shot in NYC with Harold Hunter, DJ Beverly Bond, and Lyrics Born.

Advertising

Advertising imagery for Royal Elastics VS campaign. Shot in NYC with Harold Hunter, DJ Beverly Bond, and Lyrics Born.

Advertising

Royal Elastics Vs...

The Royal Elastics VS... campaign was designed by Powerline 6 as part of our comprehensive effort to grow Royal's meager business in North America. The ads featured Lyrics Born, DJ Beverly Bond, Harold Hunter and other influential artists. The result of our work with Royal Elastics was a 500% increase in sales within a single year. Money! Please see what follows.

Brand Identity

Booth Concept

Booth concept sketch and elevation details for production. The new Royal Elastics booth concept breathes and stretches. Hard and soft. Elastic.

Collateral

Tradeshow Booth

Powerline 6 designed the Royal Elastics booth with elasticity in mind. In fact, with elastic fit systems being Royal's point of difference in their footwear product, we found it wise from a brand expression point of view to imbue everything we created for Royal Elastics with an elastic sensibility.

Collateral

Retail Shoe Stand

We designed the Royal shoe stand to help product stand out at retail. The stand utilizes a top slot for an interchangable header featuring imagery from the VS... advertising campaign.

Promotions

Launch Pack

We designed the card pack as a component of a larger promotional package to introduce retailers, media, and consumers to the relaunch of the Royal Elastics brand.

Street Marketing

Bus Benches

Powerline 6 designed these bus bench graphics to specifications required for display on benches in New York City and Los Angeles. We also did the startegic buy to ensure placement where we would capture the most eyes that represented Royal's target demographic in both cities.

Street Marketing

Posters

We designed these street posters to announce the re-launch of Royal Elastics. Powerline 6 also organized street teams in New York and Los Angeles to put them up.

Product

Footwear Design

Two more fresh styles incorporating new fit systems developed for Royal by Powerline 6.

Product

Icon

The ICON designed by Powerline 6 for Royal Elastics was an immediate hit. The ICON quickly became Royal's best selling shoe, accounting for 65% of total sales for more than seven years.