Protected Species are water-proof manufactures with a difference. They have redefined functional rainwear for women by producing soft, fashionable, breathable rain coats that do not feel or look like traditional 3 layer waterproofs. They are highly technically sophisticated products that achieve the perfect balance between everyday needs and functional travel/life wear.
The brand had been influenced by so many people that it struggled to communicate effectively what it was, and who it was for. The brand was disjointed with competing strategies resulting in a diluted brand message, and confused creative execution.
Clarify and develop the brand strategy to provide clear guidance and messaging. Develop a strong creative strategy that positions the brand in the market and provides guidance for design and photography. Design the website and brand assets to match the positioning and make sales.
The brand struggled to function in the luxury market and the outdoor market because of price point and visual identity. We needed to marry the two markets in a way that showed the technical prowess of the jackets, while still selling the jackets based on the look, feel and appeal of the brand.
We developed a brand strategy that the founder was comfortable with and positioned the brand effectively across the two markets. We then crafted a creative strategy to reinforce the brand across every touchpoint and make content creation efficient and effective. The site was redesigned to maximise conversions and reinforce the technicality of the products.
The strong art direction helped increase the efficacy of the photoshoots, while communicating to customers the unique aspects of the products. The website married the luxury and outdoor markets well and provided the space to communicate the brand and technical stories.
