Isotoner - Brand Refresh
Client Objective
Define an expansive idea that will elevate and focus the Isotoner brand to better connect with the evolving expectations of today's consumer.
Combine thoughtful brand strategy with dynamic brand expression to establish a distinct presence within a crowded and competitive marketplace.
Solution
Our directional narrative focused on moments of comfort. Consumers crave effortless comfort, so our findings found comfort to be at the core of the brand. Comfort as indulgence where you allow the consumer that moment of tranquility in a whirl of daily life. Comfort as connection providing a sense of belonging and space for the consumer to connect to themselves by leveraging the brand's heritage. Comfort as free to be, which elevates consumers' freedom of expression with products that allow them to define comfort on their own terms. Find a sense of ease in their routines, making cultivating comfort a priority for them and their loved ones.
Find Comfort in ...
Client // Isotoner
Role // VP of Creative
INITIAL / CREATIVE CONCEPTS
CLIENT CHOICE / CONCEPT 1
Communication Strategy
One of the major steps in our rebrand initiative was creating a communication strategy guide. This blueprint highlights the consumer benefits, pain points and headline of each product. We proposed scenes we envisioned for buy-in on all stakeholders. This set us up for success for the upcoming photoshoot and the overall production of the campaign.
FUNNEL / BREAKDOWN
Awareness
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No benefit language in graphic.
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Caption is benefit-focused.
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Product name lays horizontal under the main copy.
Customer Review
(Consideration)
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Visual is a secondary shot from the campaign photoshoot that personifies the reviewer's persona.
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Caption language is verbatim from the review.
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Product name is highlighted in top left corner.
Consideration
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Visual is a zoomed-in versional of the key photo.
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Caption is benefit-focused.
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Product name is below the main copy.
Conversion
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Visual is pulled from main photo or up-close shot.
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Caption is promo-focused.
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Product name will be under offer.
PRODUCTION / GUIDE
Production Guide
This guide was created as a foundational piece to create clarity for roles, communication and visual consistency. Team roles, photo, video, hair + makeup, venue, models and ROS were laid out to keep everyone aware in the know and on. Shot strategy and specifics like key shots, wardrobe and props were laid out visually to help in the creative process.
PHOTOSHOOT
LAUNCH / ASSETS
Launch Assets
These assets were created as "always-on" assets, meaning they are the core images and designs used in the re-brand. The photoshoot covered production for web, paid and organic ads for multiple scenes.
HOLIDAY / ASSETS
Holiday Assets
These assets were created for the Christmas Holiday. The designs used reflect the re-brand. Like the launch assets, the same photoshoot covered production for web, paid and organic ads for multiple scenes.
Video Content
We create videos for web, social in both short and long form including a hero video. We developed and presented ideas for scripts, storyboards along with VO talent for buy-in.
The emphasis on connection is a powerful and timeless theme, suggesting the values of heritage but also actively seeking to connect with the contemporary world. The of-the-moment innovations are a commitment to staying relevant and adapting to every-changing needs and preferences.
Connection calls for a personalized touch but with the freedom to express your individual, unique preferences and styles. We live in a world we love and Isotoner's planet-friendly products reflects a commitment to sustainability, aligning with the growing environmental consciousness in today's consumer landscape.
This re-brand communicates a brand that values tradition, embraces innovation, and seeks to foster lasting connections with its customers, making Isotoner a reliable and contemporary choice for comfort and style.