Brooks Run Signature
Updated: Apr 29, 2020
How we balanced science and experience to introduce a radical new way of designing, fitting, and merchandising running shoes.
Focus: B2C, B2B, Internal
The Brooks team had done groundbreaking research revealing exciting new insights into how running shoes should be designed, fit, and merchandised. They needed help translating the technical underpinnings into crisp, clear messages that would resonate with both retailers and runners, online and in store.
VITAMIN C SERVICES
Internal stakeholder interviews, competitive analysis, external inspiration
Development of vision, mission, position, and pillars for Brooks Run Signature
Exploration of how brand strategy could inform shoe finder functionality and experience
Development of brand vocabulary and shoe finder language and “help me choose” support points, comprehensive messaging framework to guide communications for internal team, retailers, and consumers, development of brand vocabulary
MOMENT OF CLARITY
The brand framework we developed carefully balanced the science behind Run Signature (research-based and innovative) and the desired runner experience (individualized and immersive). This “science + experience” framework inspired one of the foundational phrases: “We obsess about the science, so you can enjoy the run.”
During the external inspiration, we were inspired by the Beats iOS interface, where you tapped floating bubbles and complete clever fill-in-the-blanks to define your tastes. This model strongly influenced the functionality of the Shoe Finder.
“We were really stuck on this—we never would have gotten so far without you!” Heather Snavely, VP Marketing