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Don is an American artist whose techniques range from creating digital and hand painted artwork for his legendary body of skateboard graphics, to original acrylics on canvas for gallery shows, murals, conceptual art, and installation pieces that merge linguistics with his narrative artistic vision.  

Best known for his amazing work with Alien Workshop and Element Skateboards, Don’s art has also graced the cover of Juxtapoz Magazine, amongst others.

Of his work with Slowtide, Don says, "I approached it from an angle of a utilitarian object instead of something that would hang on the wall like you would a painting.  You kind of have in your head of how you want it to look like it was at the beach or in your bathroom.”

“I like the idea of having my artwork on something that you can hold and feel. To see your art kind of transformed from something that's flat with no texture, to something that has a useful angle to it."

Co-founder of Slowtide, Dario Phillips notes, “I grew up skating Alien Workshop boards with Don’s iconic art and have always dreamed of working with him and bringing his art to the beach.”

We linked up with Don at his studio in Ohio and discussed the inspiration behind his work.

Check out the towel here:
https://slowtide.co/collections/collaborations/products/clique

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Community:
#Facebook & Reddit (60% on social feeds, amplification, content creation)
#Co-marketing partnership (20% investment as win win)
#Skate parks community (20% with brand ambassador)

Co-marketing:
- market our product with Uniqlo designer and look into Uniqlo stores close to Skateparks
- One of the main channel to recruit our community members (wider reach)

Physical community:
- brand ambassadors few hour a week across the 2-3 skateparks of Singapore to showcase the skate designs
- recruit members community

FB Group:
- FB live with Event
- Skate Competition / Arty context
- AR solutions with FB

Reddit:
- advice for design optimization
- share ideas and design solutions

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Skaters have long been part of a closely guarded subculture notorious for its distaste for outsiders, but the surge of the skate clothing trend has changed that - at least a little.

Most skaters have traditionally cared little for fashion, and those who did would look for inspiration anywhere but the catwalk. Slowly, that has begun to change, and skaters and designers have taken note of each other.

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Skaters have long been part of a closely guarded subculture notorious for its distaste for outsiders, but the surge of the skate clothing trend has changed that - at least a little. Most skaters have traditionally cared little for fashion, and those who did would look for inspiration anywhere but the catwalk.

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6 colors + 4 wheels (matching with dominant painting colors) package buys

Strategy: Skateboarder are not in elite mindset, so not expecting audience to look much at this option.
4 wheels - comarketing with wheels skateboard specialist >> extra margin generating
HIGH PRICE: 495 SGD

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4 colors package buys

Common buys: audience is young but ready to invest if ready to customize its board

MID RANGE PRICE: 295 SGD

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2 colors package buys

Beginner: unlikely to a beginner skateboarder would customize

LOWER PRICE: 199 SGD

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- Google & FB Analytics to reach out to audience
- identify channels (social community, stores...)

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- skateboard provider
- energy drink
- skater-fashion brand

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- Skateboarders
- Artists

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Guerilla marketing event Somerset Skatepark for couple of hours for Skateboard contest with arty workshop
Winner to win a skateboard painted by an friendly artist with the Painting product
>> Social posts across skateboarding community of SG
>> Share photos at the event on your social media platform and get discount code for paint purchase

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- Subscription based model for retention
- Customer experience: Convenience, not having to go down to stores physically. Customers do not have to remember when they have to change the blades.
- Video content & viral angle ("Our blades are F**king great")

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- Using Google Analytics, AIRBNB identified influencers and engaged with them.
- Partnerships - sponsored events with other brands (some offline activitieS)
- building a community > human approach

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The tactic we selected - OPTION 2

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The tactic we selected - Choice #3

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The tactic we selected

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Click on the link below!

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Based on the audience persona, our audience is:
- a bit more mature so we're focusing on Facebook users (matching people able to afford skate customization) >> FB interest group to be developped (FB live for designer, competition, event)
- complemented with community website
>> Reddit community is another channel where we can tap on for the skate-fans
- Co-marketing Partnership with fashion brands such as
>> Uniqlo (thanks to their designers) helping us to get a wider audience reach - in a win-win approach (more audience for us / access sub-culture range for Uniqlo)
- Physical community
>> brand ambassadors

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Write down the details of what you would do.

>> identifying the audience and demographic among targeted audience.
Based on the outputs of our research and analysis, we decided to drive decision making towards more "advanced" level of skateboarder ready to pay ~300 SGD / buys for their skateboard without considering themselves as elite (skateboarders don't buy LV bags)

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Write down the details of what you would do.