Fashion business 

A New Zealand business that designs, wholesale and retails internationally


The situation: One of our clients used a brand for their marketing that was dated and polarising, with a strong and loyal customer base on one hand, and another set of people who would refuse to even walk into the shop. For future proofing and to gain a wider appeal, rebranding was a must. Marketing Minds’ task was to create a brand that would achieve these goals without alienating their existing clientele.

What we did:
To do this, we:

  • Put in place a thorough rebranding schedule and internal and external communication plan
  • Selected key suppliers to work on the rebranding project
  • Project managed the rebranding from conception right through to the communication strategy with internal staff, partners and customers
  • Worked with the creative agency to develop the logo, do market research and obtain internal agreement for the changes
  • Organised the right PR, media, social media and creative teams and outlets for the brand launch

The outcomes:

  • Company wide and key stakeholder buy-in to the rebranding
  •  Successful launch and smoothly staged revealing of the brand
  •  Activation of internal ambassadors, key customers and partners that provided further exposure for the new brand
  • Obtained extensive PR coverage and awareness for the brand at launch