PROJECT DETAILS
Brand strategy and 360° creative communications programme
Apart from Covid, sustainability continues to be a hugely important C-Suite issue. We developed a global initiative for renowned US fabric company Cordura (Koch Industries) spanning strategy, messaging, research, creative development and on/off line execution.
It is the first time this 50 year old company has taken a position on the matter.
The fashion/fabric industry is noted for its often multi-layered supply chain; Cordura’s B2B/ B2C business model is particularly complex consisting of many different markets, products, uses, third party suppliers and associates – i.e. mill and brand partners – customers and end users in a heavily regulated, publicly scrutinised, politicised environment
We were tasked by the US marketing team to define a strategy and devise the communications launch programme. More than a creative communications campaign, it had to articulate a brand new mission for the business and be the basis for an internal change management programme.
OUR ROLE INVOLVED
Several rounds of research, conducted in Europe, with brand and mill partners, R&D teams, supply chain associates and internally within the company.
Devised the brand strategy, proposition, positioning and creative route
Produced The ‘Three Pillars’ construct – the basis for the entire strategic and creative communications programme.
Articulated their vision, current and planned work to date plus commitments for the future.
Created a campaign that stands out from the conventional imagery of the sector: fabric is at the heart of the idea and links the product with each individual sustainability story. This global campaign spanned paid social and digital, advertorials, press, internal and external comms and a website takeover.
"Jane and Nick possess a unique ability to develop insights by utilizing a wide range of approaches. Market research, internal dialog, customer conversations, and creative concepting are just a sample of the tools Jane and Nick synthesize to develop actionable perspectives and strategies that help move the brand forward. They refrain from taking a one-size-fits-all approach, and instead develop a plan for every project based on its unique characteristics. It also must be said how wonderful Jane and Nick are to partner with. Our time together is always a joy. I look forward to our continuing work together"
Jackson Pettit - Global Marketing Director, CORDURA
Services we provided
Market research | Brand strategy DEVELOPMENT | Content creation and production | Branding & visual identity development | Copywriting services
Sustainability, fabrics and fashion case studies
Cordura: Sustainability
Global research, strategy and creative project
Wild Steps
Creation of a premium wine in can brand
© 2020 Anew | Making brands count for more. All rights reserved.
Anew is a trading name of Thinking Anew Limited, 118b Holland Park Avenue, London W11 4UA. Registered in England & Wales. Company Number 11027544 Vat Registration Number 248 1744 9