AIRROBE – CASE STUDY
Objective: To create a brand that emotionally connects with the designer fashion audience.
PHASE 1 – Project Mapping
The word rebrand scared the leadership team, so I needed to break down the importance of each step and why by going through this process, we set our future selves up for organic success.
As you can see here, I didn't want to get into the visual elements (above surface) of the brand until we knew more about who we were, which after initial push back was the right call.
PHASE 2 – Brand Strategy
Through strategy workshops, we identified the brand attributes, which were the foundation for designing the visual identity. Understanding AirRobes's customers was really important to design a brand that not only looked great, but that was also based on the strategy.
Brand attributes
The principles that guided the creation of the brand
Innovative
Innovation is the core of the company. AirRobe is a startup, constantly looking to evolve and push the boundaries.
Conscious
AirRobe exists to keep fashion out of landfill. A brand that resonates with like minded fashion lovers.
Authentic
AirRobe needs to live and breathe sustainability and fashion. Provide as much genuine value as possible.
Aspirational
Make it 'cool' to do the right thing by the planet.
The workshops led us to this brand snapshot.
The brand snapshot is an internal facing doc to ensure there is alignment before moving on.
PHASE 3 – Brand Mood
As opposed to creating a moodboard of eight or so images, I knew we needed to dig deeper. As a result, I created three moods that together sum up the new, elevated AirRobe, the one that partners with the world's best fashion brands. The work above was crucial in helping create these moods, that the team all could see working.
PHASE 4 – Tone of Voice
PHASE 5 – Visual
Font Selection
Circular Wardrobe
Widget Overlay
Social Look & Feel
AirRobe's Earth Day campaign shoot featuring P.E Nation & Viktoria & Woods.
BRIEF
To look more premium and elevated to work along side the worlds best designer brands.
But this I didn't want this to be a bandaid solution with some quick make up, it needed to be authentic.
In the space of 5 months and the AirRobe saw some huge changes in terms of personal. There was a new executive team and as a company I felt we were trying to appeal to everyone, which meant we were appealing to nobody. I knew we weren’t ready for a proper rebrand, given we hadn’t gone through Series A funding yet but I knew we needed to improve our brand.
CLIENT
AirRobe
LIMITATIONS
This was not a priority for the other leaders of the business. They didn't want it to take away from my other tasks, so time was a big factor.
For the first 8 months, I was leading the marketing from ideation to executing and also the only product designer.
EXECUTION
I created a bespoke mini rebranding process to help the team leaders get clarity and feel aligned, so as a business we could move in the one same direction. The structure was simple, we can’t move onto the next step without all agreeing.
We needed to identify out below the surface brand starting from strategy, analysing the target audience, the problems and the goals. It was crucial to make the visual style based on the needs identified in the strategy.
SERVICES
Brand strategy
Creative Direction
Facilitation
Project Management
RESULT
Thanks to the new brand identity, AirRobe started partnering with the brands who had previously said they ‘weren’t elevated enough’. This also made it easier for AirRobe to break into the US market. AirRobe is currently A/B testing with the online destination for luxury fashion amongst Gen Z & millennials.
