Landyachtz X Twitch
We designed two longboards for sale at Twitchcon that helped push Twitch’s merchandise line past logo heavy items, and into more narrative based goods.
A New Year Means A New Twitchcon
For those of you not in “the know” Twitchcon is the physical embodiment of the Twitch community. Twitchcon is a convention held by Twitch every year that unites streamers, communities and fanatics all under one massive roof. Twitchcon 2017 was held in Long Beach, California. For Twitchcon 2017 we decided to evolve the merchandise offering further than the typical offering of logo wear and create a line of items that tied to the location of the event. After spotting trends in the market and at industry trade-shows, we saw an overwhelming crossover between skate culture and gaming culture. Gaming is an area in which Twitch has dominated market share in but is rapidly expanding beyond. Due to Long Beach and Southern California’s deep ties to surf and skate culture, we knew building two Twitchcon 2017
Demonstrate that Twitch can successfully build merchandise that isn’t logo heavy, yet still reflects the brand, and community.
Design boards that would appeal to larger demographic than the "core" skate audience, and not be intimidating to ride.
Create boards that feel like they would fit in with the rest of the Landyachtz line up.
Create a graphic that embodies the surf, skate and Twitch communities while helping move the Twitch brand forward.
Historical Twitchcon Merchandise
Historically Twitch Merchandise felt very “swaggy”. Meaning that most of the items being sold felt like items that you could get handed for free at conferences or recruiting events. This feeling doesn't add any real value in a market where awareness is saturated. The “swag” feeling doesn’t express the care and consideration that we want our community to feel when they purchase an item from Twitch. We want each item and experience that is sold to show our community just how much they mean to us. By going beyond logo heavy items we have the opportunity to show our community we care for and understand them.
The Move to Narrative Based Items:
Selling merchandise for Twitch is a fairly new business opportunity, so it was easiest to test concepts in smaller batches. These location based longboards were the perfect opportunity for Twitch to test brand elasticity. Moving away from logo heavy items and into more narrative themed items has been a long standing goal. Being able to use the longboards in the Twitchcon 2017 collection as a test that proved incredibly beneficial. While this test centered around the Long Beach location, future narratives can now move beyond location based narratives. This small scale test yielded enough successful data to empower the merchandise team to expand their efforts.
Partnering with Landyachtz Longboards
Quality and performance are incredibly important to Twitch when thinking of new items for our customers. We knew we wouldn't be able to create our own boards at the level of quality and performance that our customers expect from us, so we partnered with Landyachtz Longboards. Landyachtz is one of the top manufactures of longboards in the world, and has been producing some of the worlds best boards since 1997.
In this partnership we wanted to design a board that would also fit in with the Landyachtz lineup. We deep dove into the 2017 and 2018 lineups from Landyachtz in order to fully understand how they view their lineups, the graphics, and feeling each board provides. We settled on the organic leafy and free-flowing graphic concept after seeing a dominate trend in the Landyachtz lineup with the same aesthetic.