BRANDOVERVIEW

STEPINSIDE

OURCONCEPT STORE

SOHO, NYC

SANTA BARBARA, CA

RANCHO SANTA FE, CA

JACKSON HOLE, WY

PORTLAND, MA

AUSTIN, TX

URBANDUSTRIALWE CALL IT

WE’VE BEEN THERE. AND WE PL AN TO STAY THERE.RIGHT WHERE YOU ARE.WHERE YOU WANT TO BE .ON & OFF THE JOB.

WE’LL STAND UP TO ANYTHING THAT YOUR DAY CAN DISH OUT SO YOU CAN KEEP ON WORKING FOR WHAT YOU BELIEVE IN.

BECAUSE WE BELIEVE IN YOU.

BRAND CHALLENGES

BRAND VALUES

Q U A L I T Y

We d e l i v e r t h e b e s t

w o r k w e a r p r o d u c t s

a v a i l a b l e i n t h e

i n d u s t r y m a d e w i t h

p r e m i u m f a b r i c s ,

t h o u g h t a n d

a t t e n t i o n t o d e t a i l .

D e f i n i n g a c o m p e l l i n g a n d d i s t i n c t i v e r e a s o n t o e x i s t

i n a c r o w d e d c a t e g o r y a n d m a r k e t p l a c e .

S i m u l t a n e o u s l y l a u n c h i n g a b r a n d

e n c o m p a s s e d o f t h r e e d i s t i n c t p r o d u c t l i n e s

w i t h v a r y i n g p r i c e p o i n t s , d i s t r i b u t i o n c h a n n e l s a n d c o r e c u s t o m e r s .

S u c c e s s f u l l y c o m m u n i c a t i n g t h e c o r e b e n e f i t s o f o u r p r o d u c t

s u c h a s f a b r i c s e l e c t i o n , q u a l i t y a n d c o m f o r t

w i t h o u t m a n y c u s t o m e r s h a v i n g t h e o p p o r t u n i t y t o

s e e o u r p r o d u c t f i r s t h a n d .

B u i l d i n g a g r a s s r o o t s f o l l o w i n g f o r o u r b r a n d i n i t ' s i n i t i a l l a u n c h s t a g e s .

C O M F O R T

fitd e t a i l s

S T Y L EN o o n e u n d e r s t a n d s b e t t e r h o w i m p o r t a n t

i s f o r y o u t o f e e l g o o d , d o i n g y o u r j o b .

W h e n c r e a t i n g o u r p r o d u c t s , w e k e e p y o u r

c o m f o r t i n y o u r c h a l l e n g i n g w o r k

e n v i r o n m e n t a t t h e f o r e f r o n t o f o u r d e s i g n .

We a r e n o t m a n u f a c t u r e r s

o f t h e t y p i c a l w o r k w e a r

b r o w n p o t a t o s a c k .

We b e l i e v e o u r c l o t h e s

s h o u l d a c t u a l l y f i t t h e

s i l h o u e t t e o f y o u r b o d y,

h e l p i n g y o u

p e r f o r m a n d l o o k

b e t t e r .

Take a c loser look a t our c lo thes and you ’ l l

see the i r f ea tures . Each e lement such as

the pu l l cord on our z ippers for easy

access w i th work g loves or dropped

shoulder seams for more comfor t when

wear ing a harness a re what make our

work wear d i f f e rent f rom any th ing

you ’ve exper ienced be fore .

Who says workwear can ’ t look good?

Not us . We have t aken the work wear

bas i c s you love and added an e lement

o f s t y le tha t w i l l make you fee l good

wear ing them on and o f f the job . .

BRAND PURPOSE

ON THE JOB EXPERIENCE

We get it. Because we’ve been there. We’ve worked in the wind turbine industry and founded

Purnell because the workwear that was out there just didn’t work. So we’ve made something better.

INTELLIGENT DESIGN Because every Purnell product is designed from an insider’s perspective, you’ll find details

in our clothing that you won’t find anywhere else. Like a waterproof pocket lining –

so your cellphone stays dry. We’ve discovered that little things can make a big

difference in how you feel and how you look on and off the job.

INNOVATION IS IN OUR BLOOD

We’re inventors and innovators. We’re always looking for ways to do

things better. That’s just who we are and why we started this company.

We aren’t looking to reinvent the wheel; we just want to make

it spin a little smoother.

REAL, AUTHENTIC WORKWEAR

Yes, we make genuine workwear. And to us, it’s more

than just a job; it’s our passion and our family’s pride.

We want to make your workday a little

better and because we know what it takes to

get a job done, we can.

OUR MISSION

To provide intelligently designed workwear for a changing world by infusing iconic clothing with evolutionary details that make it relevant and reliable for a new generation.

We appreciate that some things never change.

Like the feeling of pride that comes from a job

well done, the taste of that first sip of coffee at

dawn and the way your muscles ache after a

full day on site. Hard work is something we

understand. Because we’ve been there.

It’s that insider’s point of view that gives us the

perspective, the ability, the vision to look

forward to what’s next, to what’s innovative

and to what makes sense for today and

tomorrow. It’s that pioneering spirit that guides

us to make Purnell work a little better than the

work wear of the past. Because it’s designed for

what you do and who you are. So it’s designed

a little smarter, with intelligent details that might

be small, but that we believe make a big

difference. We think of it as work wear for a

new generation – one that respects the past

but is building the future.

Purnell: Work wear for a changing world.

OUR VISION

TARGETAUDIENCE

POSITIONING STATEMENT

Purnell has reinvented workwear. With garments that are comfortable, smart, stylish and safe, so you can excel doing the job you love.

SECONDARY:Men/women who engage in adventurous, typically

outdoor activities.

Workwear is a component of their lifestyle wardrobe.

PRIMARY:People who work in challenging, physical environments that require workwear to help protect them on the job.

Workwear is a functional need.

we work and play in the cloudswe are grounded in tradition but soar untetheredwe are thoughtful & reflectivewe use our minds as well as our handswe embrace changewe are courageouswe are adventurouswe are evolutionarywe believe that life should be an adventure

WE ARE

dirt. smoke. trucks. grease. fat. budweiser. old. lunch boxes. factories. refineries. models. butt cracks. sweat. fighters. stiff.contrived. pigs.

we are not carhart. we are not dickies.

WE ARE NOT

WORKWEAR IS NO LONGER A DIRTY WORD

CREATIVEEXPLORATION

A workwear evolution

Workwear for a changing world

Working to change the world

Classic workwear reworked

Geared for change

Embrace change

Change the world

TAGLINES HEADLINES

SKY COWBOYS RIDERS IN THE SKY COWBOYS IN THE SKYTHE WINDS OF CHANGEKISS THE SKYFLIGHT SCHOOLPUT IT ON, BEFORE TAKE OFFAN OFFICE WITH A VIEW

REMEMBER THESE?

BRAND ADVOCATES

1. AWARENESS

2. RECOGNITION

3. INTEREST

4. PURCHASE

5. REPURCHASE

6. LOYALITY

7. BRAND INFLUENCER

By staying present in our customers’ lives, through new and varying touch, on multiple levels, beyond the promotion of goods, AS A FRIEND AND A LIFESTYLE PARTNER, we can stay relevant. By staying relevant we can accelerate the purchase cycle.

-Contests-Photo/Video-Stories-Technology-Environment-Blog

SOCIAL MEDIA

Name: Bruce Duff

Age: 36

Hometown: Sante Fe, NM

Occupation: Founder/AltaRock Geothermal

Passion: Harnessing the clean, sustainable power that’s in the

Earth seems like a no-brainer to me. In this business,

everyday is an adventure and that’s why I’m here.

This is sample copy and is for position, size and style only. This is sample copy and is for

position, size and style only. This is sample copy and is for position, size and style only.

This is sample copy and is for position, size and style only. This is sample copy and is for

position, size and style only.

A Workwear Evolution

A brand advocate is a person, or customer who talks favorably about a brand or product , and then passes on positive word-of-mouth (WOM) messages about the brand to other people.

DEVELOP/CREATE BRAND AMBASSADORS

Establish credibility. Men who exemplify the Purnell brand. Risk-takers, visionaries & independent spirits.Written in their “own words, Photographed in their “own worlds”

CAUSE MARKETING

SPONSORSHIP OPPORTUNITIES

DRIVE TO WEBSITE

D e f i n i n g a c o m p e l l i n g a n d d i s t i n c t i v e r e a s o n t o e x i s t

i n a c r o w d e d c a t e g o r y a n d m a r k e t p l a c e .

S i m u l t a n e o u s l y l a u n c h i n g a b r a n d

e n c o m p a s s e d o f t h r e e d i s t i n c t p r o d u c t l i n e s

w i t h v a r y i n g p r i c e p o i n t s , d i s t r i b u t i o n c h a n n e l s a n d c o r e c u s t o m e r s .

S u c c e s s f u l l y c o m m u n i c a t i n g t h e c o r e b e n e f i t s o f o u r p r o d u c t

s u c h a s f a b r i c s e l e c t i o n , q u a l i t y a n d c o m f o r t

w i t h o u t m a n y c u s t o m e r s h a v i n g t h e o p p o r t u n i t y t o

s e e o u r p r o d u c t f i r s t h a n d .

B u i l d i n g a g r a s s r o o t s f o l l o w i n g f o r o u r b r a n d i n i t ' s i n i t i a l l a u n c h s t a g e s .

The beauty is truly in the details.The details are our singular distinguishing characteristic.We have to display them proudly.This is what separates us.This is what makes us different.

THE DETAILS

CONSIDER:HIDDEN SURPRISES

Small subtile details that add uniqueness to thefabrication.

PRODUCT STYLING

GRAPHIC INSPIRATION

COLOR PALETTE

A Workwear Evolution

wwww!purnellworkwear!com

Workwear for a chang ing wor ld

It’s workwear that works

better and smarter.

Rooted in America’s

heritage but born of the

winds of change. It’s

workwear created for

what you do.

For the life you live.

Not just durable,

but intelligent.

A Workwear Evolution

A Workwear Evolution

A Workwear Evolution WEB BANNERSCAROUSEL IMAGERY

SHOP NOW

SHOP NOW

TRADE PUBLICATION

TACTICS

Purnell

101 E. Victoria Street

Santa Barbara, CA 93101

www.purnellworkwear.com