We identified and developed personas for new audiences, aligning creative efforts to engage customers both within and beyond the golf industry.
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We identified and developed personas for new audiences, aligning creative efforts to engage customers both within and beyond the golf industry.
The greatest challenge lay in forging an identity that compelled emotion and infused a whole new vibe for Imperial. We had the essential logo as a starting point — the rest was a blank slate. We needed to generate an expression that embodied Imperial’s culture.
This meant developing a brand identity that was both fresh and innovative while staying true to the company’s roots — a challenge to balance the opportunity of a fresh start with the need to remain true to Imperial’s heritage. This involved not only creating a visual and verbal identity but also ensuring it resonated emotionally with both existing and new customers, driving brand recognition and loyalty.
We explored new audiences and developed detailed personas to guide future creative efforts. Through extensive experimentation with language, visuals, and concepts, we tested and refined our approach. This involved creating multiple iterations of potential brand expressions and testing them for resonance and impact. Collaborating closely with Imperial’s team, we aimed to create an identity that resonated with their existing culture.
Further focus groups and testing helped shape a direction that would appeal to new audiences. This iterative process allowed us to gather feedback and make necessary adjustments, ensuring the final creative direction was both innovative and authentic. The goal was to create a brand identity that could serve as a platform for future growth and engagement.
The result was the creation of a new tag line — Live to Play — accompanied by compelling visuals, music, and motion graphics. This wasn’t just a product campaign; it was an entirely new brand platform that embodied the spirit and culture of Imperial in a fresh new way. The new brand identity provides a foundation for Imperial’s future growth, ensuring engagement with new customers while staying true to the DNA of a superior product.
This cohesive and emotionally resonant brand identity allows Imperial to stand out in a crowded market and set the stage for long-term success and expansion into new markets.
We established a deep understanding of Imperial’s market, audience, and internal culture to identify insights and opportunities for growth and brand identity transformation.
Imperial is expanding the appeal for style and technical excellence of their products, aiming to become the definitive choice for discerning active lifestyle enthusiasts. They seek to cater to those who appreciate quality and express their signature style, positioning Imperial as synonymous with personal expression and style across diverse athletic pursuits.
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