Dyno is a fictional rock climbing brand that targets 18-40 year olds and about 65% of their client base is male. They focus on making high-quality rock climbing gear for experienced climbers. To show their commitment to the environment, they donate a portion of their proceeds to preservation efforts, and they use minimal, recyclable packaging. The brand name comes from a rock climbing word "dyno" which refers to a courageous move where you build up momentum to swing from one rock to another.
My main goals in creating this brand were to:
1. Make it lean more masculine but not overbearingly macho.
2. Create a brand for a culture I'm unfamiliar with.
Lots of research went into Dyno. After reading climbing blogs and magazines and researching competitors, I went to an outdoors store and interviewed climbers. I realized climbers do a lot of research before buying since equipment is expensive, so packaging isn't a huge selling point. Brand trust and product quality are key selling points, and companies build a lot of trust through their websites. It's important that they keep an active blog where brands show both a passion for the sport and their products being tested in real life. To showcase product quality, websites show the product being used and lots of technical details.
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