Habitual Violator Brand Brief - 2003 to 2007
"HabVio" was established as an online (and tournament-prone) niche market clothing retailer. Products were custom designed to industry specs, custom screen printed in limited runs, and tailored to the ultimate community at large. Many product references were jargon, colloquial phrases from the ultimate fields themselves.
Inside the rebel-oriented, self governing, "spirit of the game" community adoption was immediate. Tendencies of ultimate players to trade discs with teams from other regions served as a organic marketing engine, driving traffic to the site and the tournament sales booth.
Niche sports apparel, Brand identity, Marketing, Product Design, Grass roots marketing and distribution, eCommerce Sales