Students at Plymouth College of Art have been set the challenge of rebranding Prime, an independent skate shop and not-for-profit skatepark facility based in the city.
Co-Founder and Director of Prime, Nick Marker, has been involved in the Plymouth skateboard scene since the early 90s and opened the Prime Delux Limited store on Ebrington Street in October 2008 with one thing in mind – to bring the scene back stronger than ever!
Extended Diploma in Graphic Design and Illustration students were required to work in groups as an agency team and produce a brand new campaign for the PRIME products and services. This involved market research, targeting a consumer group, compiling and collating subsequent information from questionnaires and producing a variety of publicity material from new packaging to press ads.
Prime comprises four divisions under different company names including: Prime Delux Limited, Prime Skatepark Community Interest Company, Prime Tuition Services Limited and Prime Retail Limited.
The main store sells exclusive lifestyle brands relating to dedicated skate and street culture. Nick explains, “We pride ourselves in offering Plymouth more cutting edge brands than any other retail outlet in our region. Our roots are genuine and true to skateboarding and the progression of our scene and will always be this way. ‘Prime Skatepark CIC’ is a not-for-profit company which was formed by Prime Delux Limited for the progression of our scene.”
“Our skatepark has brought professional teams, demos and events to Plymouth since it was formed only 2 years ago! ‘Prime Tuition Services Limited’ is a new venture aiming to introduce skatepark activities and lessons to schools and youth group organisations.”
The company already has close links with the college, employing a creative and digital media apprentice. Nick was keen to involve the students in the rebranding of the company “We want to involve and work with our community to build our scene with the help of all talented dedicated people.”
Course leader, Steven Forsyth set the live brief which he believes has several purposes “The project encourages students to extend their working knowledge of the advertising industry, which will not only broaden their horizons, but provide valuable industry experience in preparation for career interviews. It will also further their awareness of consumer target marketing as well as improve basic skills such as team working, presentation techniques and confidence.”