Saucony Global.
Brand Strategy.When we initially started working with Saucony it was part of larger scale Visual Identity work being undertaken by Rosie Lee Creative. It became apparent, however, that it would be beneficial to delve into some brand strategy work first.
In order to critique any existing brand strategy, we use our Brands With Soul framework. This framework dials up the “Soul” and “Personality” ingredients versus traditional frameworks and ensures brands are future-proofed, showing up with positive impact and humanity in their core.
With Saucony we used brand archetype theory to help us communicate who they are and where they sit in the marketplace. Saucony is a brand that is offbeat and quirky, it doesn’t take itself too seriously, except when it comes to product. We helped communicate this message, and also unified different areas of the brand to create a more cohesive identity.
Using AI tools helps us navigate market research at a faster pace, allowing for more budget to be spent on the strategic thinking from our team. By utilising AI as a supporting tool, we delve deeper in an agile and responsive way, without losing the core experience and skill from our Strategy team.
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In order to critique any existing brand strategy, we use our Brands With Soul framework. This framework dials up the “Soul” and “Personality” ingredients versus traditional frameworks and ensures brands are future-proofed, showing up with positive impact and humanity in their core.
With Saucony we used brand archetype theory to help us communicate who they are and where they sit in the marketplace. Saucony is a brand that is offbeat and quirky, it doesn’t take itself too seriously, except when it comes to product. We helped communicate this message, and also unified different areas of the brand to create a more cohesive identity.
Using AI tools helps us navigate market research at a faster pace, allowing for more budget to be spent on the strategic thinking from our team. By utilising AI as a supporting tool, we delve deeper in an agile and responsive way, without losing the core experience and skill from our Strategy team.
> Back