Point Two has been making air vests in England since 2008. They own the market for equestrian sport by selling superior products at shows, events and 3rd party retail shops. That hard work made them the category leader in England and Australia and close to it in the rest of Europe.
As competitors began popping up, the landscape became littered with lesser quality and cheaper vests. It was time to up the ante. With the intro of motorcycle vests and a move to America there became a need to solidify the growing company with a distinction no others have. A brand.
The entire category was growing, but only based on its product offerings. There is a vast opening to gain share by becoming a brand that consumers can connect deeper with.
We defined a friendly and fun voice that speaks to both equestrian and
motorcycle enthusiasts. After all, people participate in both sports because they are a ton of fun.
It was also time to evolve the logo. An evolution would be the responsible thing to do since there was already a fair amount of equity in the existing logo.
A cleaner, bolder version was created because both sports are fast moving and full of branded gear. We once counted 23 logos on a motorcycle racer’s leathers. That makes it necessary to stand out.
An international ecommerce website was needed to quickly communicate the new brand and increase sales to a larger market. In addition, direct sales have allowed for more competitive pricing without affecting margins.
This was especially important for expansion in the US market and kickstarting motorcycle vest sales. (pun score – add one)
After reviewing the competitive landscape, and highly searched keywords and keyphrases, we focused on a direct path to order UX strategy. However, this is a highly researched product, so consumer education can not be ignored.
There is also the challenge of speaking to two audiences with one web site. By the way, we are quite proud of the “choose your adventure” solution.
The new brand and website experience has increased awareness, product knowledge and created a higher trust for purchase. Within the first 4 months web sales saw over 600% growth and overall sales have increased by 65%.
It is worth noting that these results are celebrated in both the UK and the US. So this is actually an international, multi-currency success story. Woot!
To launch the new brand, beyond the website, we created several marketing pieces including an Adwords campaign, sell sheets, a motorcycle product brochure, event banners, Facebook posts and a new User Manual that includes both equestrian and motorcycle product lines.
We also work with the internal creative department to maintain the momentum the new brand has created.
Having a motorcycle racer on staff, we were asked to help with the design of a new full racing suit product. Ummm, yes please!
We named the line, created the logo and designed one suit to be highly branded for sponsored riders, as well as, a few off-the-rack colorways to better suit any racer’s chosen bike and race colors. More colors = more sales.