Safety Systems Corporation: DRIFIRE
2008 ReBrand 100 Winners > notable
Industry: Apparel and Accessories - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - As a new hybrid class of performance wear, driFIRE garments combine flame resistance (FR) with moisture management (MM) for ultimate performance and flame protection. Through a comprehensive branding engagement, Silverscape presented driFIRE as the performance FR wear leader while addressing potential field usage to also position the client for a large military contract. Challenge - Through the rebranding campaign, Silverscape and parent company Safety Systems Corp. (SSC) sought to leverage SSC’s historic success within military markets to establish groundwork for entering new markets. • competing with big, experienced players in the textile market • SSC military relationship shaky but strong historically • leadership inexperienced in apparel/textile industries; lacking channels to build market presence Strategy - Following the military’s well-publicized ban of traditional performance wear (e.g. Under Armour) due to fatalities attributed to fabric melting when exposed to flame, our approach sought to gain traction among the younger military market without sacrificing broader appeal. The brand addresses this demographic range through its edgy-but-accessible tattoo-style logo, resonating performance, strength and versatility. Result - By avoiding the long-established performance wear market, driFIRE continues to hold majority share in its rapidly growing (and self-created) marketplace, exponentially increasing sales across target markets. Credits: Client: Safety Systems Corporation: driFire - www.drifire.com Brand Strategist/Designer: Silverscape LLC - www.silverscape.com Brand Strategist: Georgia Riepe, Stephanie Youker, Caitlin Jewell, Jeff Leiter, Beth Kerschen Creative Directors: Caitlin Jewell, Jeff Leiter, Beth Kerschen Designers: Kate Tetreault, Lauren Dorion [back] |
