The opportunities offered by e-commerce can prove to be irresistible to wholesalers who seek to get into the retail game. Such was the case with Emerson Street Clothing Company, a firm that had carved out a very successful niche in women’s casual wear. Success in consumer markets demands more than a shift in channel activity, however; it requires a shift in brand strategy.
We conducted a comprehensive market and competitive analysis and were able to reveal substantial opportunity for the brand offering online, including significant ROI for the proposed investment.
Our strategy recommendations called for a consumer-oriented rebranding, including updated brand design and key messaging.
A range of logo designs was developed based on an agreed-upon brand framework of attributes and values, emerging from an in-depth understanding of the target consumer segments.
In the development and review process, final design considerations were presented on products in order to provide greater context for selection decisions.
The first execution following identity design selection is typically the brand business system.
The design worked beautifully in a variety of formats, including new retail installations.
Once the new branding had been established, we went to work on website design and development, eventually producing a robust platform for consumer and trade sales.