• Catherine Carr

Brooks Run Signature

Updated: Apr 29


How we balanced science and experience to introduce a radical new way of designing, fitting, and merchandising running shoes.


Seattle, WA

Consumer Goods

Focus: B2C, B2B, Internal

CONTEXT

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

Brand Strategy


Internal stakeholder interviews, competitive analysis, external inspiration

Development of vision, mission, position, and pillars for Brooks Run Signature

Brand Activation


Exploration of how brand strategy could inform shoe finder functionality and experience

Brand Expression


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.”


CREATIVE INSPIRATION

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.


CONTENT CLIP


HAPPY CLIENT

“We were really stuck on this—we never would have gotten so far without you!” Heather Snavely, VP Marketing

#Brooks #B2C #B2B #internalcommunications #brandstrategy #messaging

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