Sports Teamwear & Gear
IP review and valuation, naming, differentiation and positioning, IP protection, trade marking advice, business strategy, brand strategy, brand narrative, visual narrative, behavioural narrative, brand identity, livery, web UX, stationery, brand guidelines, photography direction, photo manipulation, signage, environment.
A year after acquiring an established business the owners had transformed almost every element of its performance. Better product, service, logistics, delivery and partnerships with their teams and customers had all been achieved. All elements were falling in line with their vision... except the brand.
Gorilla Sports had primarily supplied teamwear to the football (soccer) market. The new owners however had made significant inroads into netball, cricket, rugby and other sports. They had also focused on the technical polish of their product range, and optimising their operational processes.
We ran a BRAD (Brand Research and Discovery) workshop with the whole team, in the boardroom of Brisbane's Strikers Football Club. And discovered: a focused lift from the rough and ready past, to an innovative, on-trend market leader.
The team were focused on knowledge, performance and innovation. And strove to achieve new benchmarks in everything they did. These three brand themes became their key performance indicators and they became: KPI Sports.
The Gorilla was extinct, and the team had an aversion to all other animal mascot brand concepts. The new icon had to be as simple as the Nike swoosh, and yet be original and have an authentic story. KPI is all about performance–and their new icon became a stylised 'greater-than' symbol.
The visual narrative needed to be edgy, aspirational and celebrate sport. The team unanimously agreed that the new brand persona should be 'dark and stormy'. KPI's in-house design nous and aesthetic sensibility meant that a high bar was set for the new look.