CLIENT
ColourWear
BIG IDEA
Crew Driven
DETAILS
Brand Strategy
Brand Identity
Brand Identity
TEAM
Creative Lead: Georgia Watt
Designer: Vicky Rojo
Designer: Danny Crossley
Designer: Felipe González
Creative Producer: Sophie Offord
Designer: Vicky Rojo
Designer: Danny Crossley
Designer: Felipe González
Creative Producer: Sophie Offord
Challenge
To shift brand perception from affordable skiwear to a community-driven action sports brand.
Insight
ColourWear is for riders who care less about technical zip pockets, and more about feeling stoked and riding together with their mates.
Solution
A crew driven, bold and unapologetic brand radiating confidence and creative expression that welcomes customers into our crew with open arms. We found creative inspiration in more urban environments to foster an 'all-seasons' brand perception.
RESULTS
Brand strategy including positioning, brand story, values, personality, purpose and manifesto. Insights report including research (qualitative, quantitative, desk-based) and trend analysis. Communication strategy including pillars, user personas, tone of voice, talking points and copy content for digital, social, PR, marketing material and athlete ambassadors. Brand guidelines, including design guides and actionable recommendations for implementation, and a suite of examples.
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BRAND STRATEGY | BRAND AUDIT
We examined the digital presence of the brand, focusing on personality and consistency across website, social media channels, and external brand touchpoints. The objective was to assess the effectiveness of these elements in conveying the brand message and engaging the target audience. We analysed the user experience, content, alignment with brand values, and functionality. We also assessed the impact of stockists in promoting and reinforcing the brand image.
BRAND STRATEGY | INTERVIEW ANALYSIS
We conducted interviews with existing customers to understand their experiences, preferences, and perceptions of the brand. We also interviewed people within our specific target demographic to gain an 'outside' perspective of the brand. To scale our reach and capture a broader audience, we designed and conducted a social media survey. This survey gathered quantitative data on how the brand was perceived within the larger sports and outdoor community. These insights served as a foundation for shaping the brand strategy.
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BRAND RESULTS | CREW DRIVEN
A crew-driven adventure brand, rooted in boards lifestyle. Our creative strategy captures those amazing memories you get riding with an epic crew. ColourWear is here to make the mountains more accessible in an affordable and stylish way. Ride with your crew. Make epic memories. Born from riders, for riders.
