CREATIVE BRIEFING FORM
Project Brief Title: Fila Shoe Company
Overview: Fila was created in Biella, Piedmont,
Italy, by Giansevero Fila in 1911. It originally made
clothing for the people of the Italian Alps, primarily
underwear. In the 1970s it moved into sportswear,
with an endorsement deal with tennis player Björn
Borg. The brand became more popular after the
move into sportswear. Tagline: “Power Style”
Fila competitors: Nike, Adidas, Reebok, Puma, New Balance, Under Armor,
Dunham Shoes, Asics, Converse, Li Ning.
Audience Information: Core targets consumers aged between 25 years and 45
years and the middle-to-high income segment.
Information about the Project
Message: To brand good sports wear
Objectives and Goals: The Goal is to create a 5 second bumper that consist
of FILA’s logo that has their Tag line. It is to grab customers attention of
branding a good sports wear for shoes and clothes.
Fonts Used: Acumin
Logo:
Color Swatches:
Fila’s existing Branding: