The challenge
Street Wise was experiencing a revenue shortfall in a saturated youth market. They needed a brand that fosters connections, customer loyalty and social status.
The solution
Re-brand the company to “$treetwise”. Create a new logo and shift the target audience from 11 to 16 year olds towards 16 to 35 year olds. Also, create a premium brand feel with more refined and stylish offerings suited to adult tastes.
Streetwise refers to possessing the skills and attitude necessary to survive in a difficult or dangerous situation or environment. Skating is inherently dangerous. "No Risk No Reward" is the perfect tagline. I also wanted to incorporate the risk and reward concept into the logo.
This is done using bright red with sharp corners. The dollar symbol commonly known as a symbol for money. This should resonate with young adults who should be very familiar with reward at this age.
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