Silverskin FW20/21 Brand Campaign
StrategyRebrandingDesign & DevelopmentCreativityDigital PR
We overhauled the visual identity and market positioning of Silverskin.
Silverskin is a brand of silver-fibre thermal sportswear. This far-reaching project involved significant repositioning of the brand in the market.
We analysed the market and assessed the competitors. We then devised a new visual identity to refresh the brand while retaining the company's core values.
The first step was to identify a unique and distinctive communication message to position the brand. This message needed to be the guiding concept for any future strategic choices.
We created a fresh and compelling visual identity that coherently expressed the brand values.
We developed an intuitive e-commerce experience, displaying products alongside information about their benefits and features.
We broke down the communications into a series of Build and Launch Tools. This included the catalogue for the sales network and the display for the brand's retail outlets.
We've had Silverskin base layers tested by specialist journalists from the cycling, running and outdoor sports press and have obtained very positive product reviews. These endorsements help to increase brand and product awareness.
'Back to the base layer of sport' is the name we gave to the Winter 20/21 campaign. We called on cyclists, motocross racers, skiers and paragliders to tell a story about a brand that accompanies their sporting passions at all times, ensures their wellbeing and helps them achieve their sporting goals. We amplified the creative assets with a digital marketing campaign on Facebook and Google Ads.