Brand Book & Creative Identity
WHITEHAIR.CO was appointed in February 2019 to create a Brand Book Creative Identity and Communications Strategy for BLOCH's new athleisure brand. This included creating the brand name and logo.
A world leader in technical ballet apparel, with a proven history of superior design and innovation, was looking to launch a new, premium lifestyle/activewear collection. With its dance DNA the brand recognised the influence of the dance aesthetic on the larger active-wear market and saw that it had a credible and legitimate claim on the premium ‘athleisure’ space. What was to differentiate the brand in the market was its story and is position as a premium brand with technical credentials, one that stayed away from ‘fast fashion’. WHITEHAIR.CO was briefed to create the ‘new brand’ piece with the final output being a Brand Book.
To effectively launch the new premium lifestyle brand, there was a need to formulate an effective approach to the market with a new brand strategy and visual identity that delivered impact and relevance to a target market that either a) didn't know the heritage brand or b) did not associate it with lifestyle product. The brands largest market was the US with strong sales in the EU and the UK – how will the brand be relevant in all markets and take into consideration regional nuances?
The work defined a new brand architecture - it showed how the two brands coexist under the main brand umbrella and provided a framework as to how the brands sat across the existing channels: eCom, socials, email, in-store and PR.
The work created a new ‘brand-vision’ that felt fresh whilst still relating to the brand vision of the original, heritage brand.
A Brand Book that delivered the traditional outputs - DNA, positioning, tone of voice, logo and visual assets - as well as a brand-strategy overview including the customer route from brand to brand and the specific tactics needed to deliver on that thinking and strategy.
The Brand Book informed all subsequent brand plans from marketing and PR to retail pop-ups. It served as a blueprint through which future line extensions and products could be introduced as the business evolved.