How do you make GoPro relevant with a new generation (and a sea of challenger brands) while retaining the core brand that got GoPro where it is today?

Gopro largely built a brand around action sports, this was the core audience and has taken the brand incredibly far, those “wow” moments that can only really be captured with GoPro. With Stoked, the new identity, we wanted to go beyond the wow moments, to not just show the climax but the entire storyline. Creating a nostalgic for the now, living in the moment while capturing the moment. 
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With almost all consumer electrics, each year a new product is released with moderate upgrades from the year prior, the challenge is convincing existing customers to upgrade, while fighting feature fatigue (are these features really that much better then what I currently have?), and convince new customers that specifically GoPro can do things your phone can’t.
 
Branding features give ownership over specific capabilities that only a GoPro can do. This is is why typography was so integral to the new identity, it had to be dynamic in nature matching the intensity of the action GoPro captures, while having a fun and playful personality. 

Outcomes
‎      Brand guidelines adopted by 50+ team members across creative, photo, video, digital, product, engineering teams in all global markets (US, Europe, APAC) 
‎      New ecommerce website utilizing new brand identity system launched within 6 months.
‎      Successful launch of Hero 10 with new brand guidelines across all touchpoints.
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Revenue: $891M (2020) ‎      $1,161M (2021) 
‍Timeframe: September 2020 ‎      April 2022  
‍Length: 20 Months
‍Role: Design Director
‍Industry: #Consumer-Electronics #Sports #Lifestyle
‍Disciplines: Brand Identity, Digital Experience
Deliverables: Brand Identity System, Ecommerce Design
‍Team: CreativeDirector@BrianShown, Copywriter@NicholasMarini, ACD@CharlengeTsang
Credits: PhotoTeam@GoProLee@WorkSandy