Performance Days is nearly here, so I’ll soon be swapping the South Coast for Messe München and diving into a couple of days of materials, meetings and a sneak peek at the latest and greatest in performance innovation.
But before it all kicks off, here’s a quick look at a few of our recent projects that tie nicely into the themes we’ll no doubt be talking about next week.
FLYTEC: Global Brand Strategy & Creative Execution
Established in 2002, FLYTEC was built on a simple but bold ambition – to challenge the industry norm. Rather than replicating what others were doing, they set out to redefine industry standards with fresh perspectives and innovation.
Already well recognised in China, their next challenge was to build visibility and understanding on a global level. Our remit covered the full scope: brand strategy, positioning and creative rollout, creating a clear, international voice for a brand that has never been afraid to do things differently.
Toray: Dermizax – Global Campaign, Website & Brand Videos
Building on the foundations of a well-known brand, we created a global B2C campaign: auditing communications, tightening copy and creating fresh assets, from macro fabric photography to a new brochure site and brand video. A hero edit featuring the Dermizax x Ortovox partnership brought the story to life visually and emotionally.
Toray: Primeflex – Global Campaign & Website
With comfort and versatility at a premium, Primeflex needed a consumer-facing presence to match its technical credentials. We delivered a campaign and website built around clarity, consistency and connection, supported by refreshed photography and B2C-focused messaging.
Toray: Airtastic – Brand Strategy, Campaign & Assets
With comfort and versatility at a premium, Primeflex needed a consumer-facing presence to match its technical credentials. We delivered a campaign and website built around clarity, consistency and connection, supported by refreshed photography and B2C-focused messaging.
Toray: Dermizax – Brand & Product Hierarchy
With an extensive product range and an even broader audience, clarity had become a challenge. We simplified the brand and product hierarchy, making it easier for both internal teams and external partners to navigate. The result was a structure that better reflected Dermizax’s strengths in waterproofness, breathability and performance storytelling.
Toray: Karuishi – Brand Strategy & Design
Pontetorto: Strategic Consultancy and Brand Development
Pontetorto needed to evolve while maintaining the heritage and recognition that make the brand unique. Having evolved their logo into a strong place, our focus turned to building a clear strategic and visual brand hierarchy across their product portfolio.
We also tackled a key challenge: with around 70% of Pontetorto fabrics going unbranded by clients, we developed a strategy to increase visibility and leverage the reach of their global customer base more effectively.
DRY-TEX: Global Brand Strategy & Creative
For DRY-TEX, the project is ongoing. It started with the creation of a global brand strategy, defining positioning, brand and product hierarchy and sub-brand systems. Now, our attention turns to the development of full brand guidelines to unify communications and support future growth.
That’s a quick snapshot of what we’ve been up to in the materials world. Plenty of strategy, plenty of creativity and a lot of time spent deep in the details of performance materials.
Looking forward to seeing what’s new in Munich and catching up with the usual suspects.
