Landscape Structures is a leading US manufacturer in playground structures and the creator of the continuous play concept. In 2001, Landscape Structures introduced Skatewave, the world's first above ground modular skatepark system.

Goal

Observing the rapid growth in action sports, Landscape Structures saw an opportunity to develop a new recreational market segment, which would appeal to existing buyers (city officials) and a new, older youth audience. Their goal was to leverage existing buyer relationships and rapidly gain market share in a new and evolving space -- skateparks.

Challenge

Skatewave branding and approach to this new market was supportive of overall company goals, but needed to improve how it aligned with the youth audience which influences market adoption.

Solution

A thoughtful youth market strategy and branding update were needed in order for Landscape Structures to effectively engage a new audience while maintaining their existing market presence.

Immersive Execution

A new strategic plan was developed to be in alignment with the action sports style and mentality while respecting the business needs of city officials. The first step was a branding overhaul including logotype refinement and a new icon. Next, Premise directed the creation of a complete set of sales and marketing collateral that included; a brochure, planning and design guide, website, documentary style DVD, print advertisement, plus a full line of branded and limited edition premium products. To help authentically immerse Skatewave in the minds of youth communities, we built an elite brand ambassador program comprised of top action sports athletes who served as research and development product testers and a nationwide team of enthusiasts dedicated to creating a movement to get a skatepark in their city.

A promotional after-sale service program was designed and launched that rewarded a grand opening celebration that included appearances by recognized Skatewave athlete ambassadors to communities who purchased a Skatewave skatepark.

Impact

• Within weeks of launching this new brand positioning, the updated style resonated with young people
• Youth who influence cities purchasing of an above ground skatepark could relate to, and empathize with the Skatewave brand ambassadors who were involved in helping spread the word and improving the product
• City officials seeking an above ground solution for their skatepark needs now recognized Skatewave as the leader in skatepark equipment manufacturing
• 200% annual sales increase post launch, equating to over 85 parks sold in 12 months!