Refreshing an Organically Grown Brand
THE PROJECT
Incrediwear engaged with us to refresh their organically grown brand and position them appropriately for accelerated growth in the US and successful expansion into the global market.
The Positioning
and Messaging
To begin, we needed to determine if the product was being marketed to the right customers, in the right stores, and in the right departments. Interviews with key stakeholders, retailers, and customer focus groups helped us refine the market positions for the brand and identify a variety of customer segments to target.
With the positioning in place, the next step was to develop the way the brand would speak to their range of customer segments. This began by understanding the varying needs of their different customers, unifying the brand voice, then arranging their messaging structure to appeal to their different customer segments without changing the overall meaning of their message.
The Execution
With new branding and a resolved focus on the right target markets and customers, Incrediwear was ready to take on the world. The only issue still remaining was that they lacked assets and content that matched their new professional image. We produced a new suite of photography, video, and graphics to showcase the products and meet the standards set by the new brand image.
