Faced with ever more choices, consumers seek out brands that have a clear point of view.
New brands must be launched with a very
clear point of view to connect with consumers when so many choices already
exist. It often starts with an innovative product or service, and the brand is
built on that difference. But with success come new challenges. As the brand
grows, more people with varying points of view affect the brand from within.
Competitors copy the ideas that launched the brand. Without strong leadership,
brands can lose the clarity that made them successful. We help new brands find
the clarity they need for a successful launch, and we help existing brands
regain the clarity of purpose and design required for future success.
Levi Strauss invented what became the world’s most popular garment:
The five-pocket, riveted jean. It was created for the pioneers who headed out
to the American West to seek their fortunes mining for gold, over 150 years
ago. Over generations, it became the garment of choice for pioneers of all
kinds. Levi’s has grown into a global brand, but so have many competitors
selling similar products.
By the time Levi's came to us, they had very little central control of
their visual identity and no clearly defined global brand strategy. This had
led to a proliferation of logos and brand iconography around the world. We
started by visiting executives in each of the regions to understand their needs
and worked with them to synthesize their many strategy documents into a single,
clear brand guide, with the idea of pioneering
at its heart.
Although they only asked us to help them impose some discipline on
their identity, we saw a bigger opportunity. Because of its unparalleled
heritage, we felt that Levi's deserved to be an iconic global brand like Apple,
Nike or Coca-Cola, and we believed that its identity should reflect that
ambition. So we identified the strongest elements from their rich visual
heritage and modernized them to form an unmistakable set of iconic marks—with
unlimited potential for future use. To persuade Robert Hanson, President of the
brand, to adopt the new identity, we built a clear and simple rationale for our
vision and a practical transition strategy to get there. To persuade his rather
skeptical work force that unlike previous identity re-designs, this one was for
real, we scripted and shot a video with Robert clearly explaining the new
identity design and why it is important. To make sure it was easy to implement,
we created a clear and simple guideline that takes the form of a map (A
guideline for Pioneers!). The result is not just a clarification of Levi's
visual identity; it is a clear expression of the iconic global brand it has the potential to become.