As keen outdoor-types, getting into the mindset of a Polaris customer was an easy ride for us here at Vivid. The bikewear manufacturer needed to move their brand and website up a gear, and spoke (ahem) to us. So with giddy enthusiasm, we got on our bikes, donned some lycra, and sped to the rescue.
The Brief:
Vivid were brought in to strengthen the Polaris brand, which was suffering from poor awareness levels and from consumers misunderstanding its product range. Polaris needed to raise its profile and find a way of selling directly to the consumer, so that the company could move away from one of their existing routes to market, which they knew was harming brand perception.
The Process:
Inspired by a muddy cycling expedition with the client across the moors and by pouring over piles of material from competitors, we created an identity that was modern and fashionable, and shook off Polaris’ previously outdated look. A sense of forward movement was an important aspect of the new brand, and was carried right through to the photography, which we shot at 3 different destinations in Yorkshire and Derbyshire.
Having designed the new brand, we then worked in conjunction with Polaris’ product designers to develop it into product signatures for their full clothing range – making it work as embroidery on cycling shoes, badges on shorts, and so on.
We used our experience of the industry, to advise Polaris to take a different direction with the website. Instead of offering online ordering to trade, which we suspected would not attract many sales, we created a website where consumers could buy directly from Polaris, providing them with a new and cost effective route to market.
Polaris Website...
Polaris Van Livery...
