Identity
Evaluation
Because the brand was created without fully connecting it to the essence of the song, UCO began by reflecting on and discussing the company’s entire pre-established brand identity – including all pre-produced assets, especially the song’s symbolic meaning of empowerment and independence.
Throughout this discussion, the brand's visual style direction became the primary focal point as it weighed the heaviest in developing the persona of the brand and thus inevitably guide the product line.
Secondary
Research
Peer-reviewed studies from the Journal of Brand Management and Journal of Marketing confirm that consumer perception is influenced by design cues like typeface, color, phonetics, and translation. More recent research highlights that typeface alone can shift how consumers interpret a brand’s personality.
We used these insights to demonstrate how the brand’s current aesthetic was likely shaping the wrong audience profile. Instead of signaling strength and solidarity, it was skewing playful and juvenile – misaligning the brand’s intention with its reception.
By grounding our recommendations in data, we created space for respectful, evidence-backed conversations with the client.
Brands reinforce core beliefs and lifestyles
The
Result
After conducting research, exploring the competitive landscape, and providing three different segments based on its current visual identity, our thoroughly-crafted brand positioning document resulted in the organization approving an official redesign of its logo and visual identity approach.
This revamp allowed I Will Survive to align its identity and product line more effectively to its ideal audience – a specific subset of females between the ages 13-55 who have a more refined, yet milder perception of survival.
ON THE
WEB
We designed and developed a fully functional e-commerce platform, giving the IWS team the ability to sell and ship merchandise, track sales, and manage inventory with ease.
Once launched, the site was handed off to the IWS team to manage and operate independently.
