I WILL
SURVIVE

Brand Positioning Strategy
Secondary Research
Brand Identity Refinement
Multi-Site Development

I WILL
SURVIVE

Brand Positioning Strategy
Secondary Research
Brand Identity Refinement
Multi-Site Development

The
Challenge

The concept of I Will Survive was presented to UCO as a charitable organization envisioned by 70’s “Disco Queen” Gloria Gaynor. For her, it was an opportunity to serve and represent an alliance of national relief to world issues, including animal rescue, domestic violence, and breast cancer awareness.

In attempt to strengthen the brand, the IWS team collaborated with world renown illustrator Don Oriolo (creator of Casper the Friendly Ghost and Felix the Cat) to develop and design the visual brand identity and assets prior to properly selecting core market segments, conducting market research, and positioning the brand accordingly.

As a result, IWS approached UCO on how to manage and position the brand alongside the pre-established meaning of Gloria Gaynor's timeless "I Will Survive" song (listen below 🎶).

The
Challenge

The concept of I Will Survive was presented to UCO as a charitable organization envisioned by 70’s “Disco Queen” Gloria Gaynor. For her, it was an opportunity to serve and represent an alliance of national relief to world issues, including animal rescue, domestic violence, and breast cancer awareness.

In attempt to strengthen the brand, the IWS team collaborated with world renown illustrator Don Oriolo (creator of Casper the Friendly Ghost and Felix the Cat) to develop and design the visual brand identity and assets prior to properly selecting core market segments, conducting market research, and positioning the brand accordingly.

As a result, IWS approached UCO on how to manage and position the brand alongside the pre-established meaning of Gloria Gaynor's timeless "I Will Survive" song (listen below 🎶).

Identity
Evaluation

Because these steps were neglected, UCO began by reflecting 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

According to various peer-reviewed articles from the Journal of Brand Management and Journal of Marketing, a variety of cues influence consumer perceptions, including phonetic symbolism, color, word length, and language translation.

As of latest research, it has been empirically tested and proven that design characteristics of type font used to represent a brand name influences consumers' perceptions of the brand's personality.

Knowing this, we first observed the logo and its unbalancedness between the uniqueness of the type font combined with the symbolization of the words "I Will Survive". Secondly, we observed the illustrations and color palette utilized in the product collection and their connections to the symbolization of the words "I Will Survive” and the song itself. The idea was to match the perception of the intensity of “survival” with the product and audience.

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 a website and developed a fully-functional e-commerce framework, allowing the team to sell and ship merchandise as well as track daily sales.

Upon launch, we passed it along to the IWS team to manage and operate.