Sierra Designs - Branding, Advertising & Packaging
Integrated Branding & Marketing Communications
Integrated Branding & Marketing Communications
For almost 50 years, Sierra Designs has remained an undisputed market leader throughout the world, in the design, development, manufacturing and provision of highest quality outerwear, sportswear and outdoor gear.
In 1982, a Canadian firm named Blackwater Designs concluded a brand licensing arrangement with Sierra Designs for the rights to develop and market a full line of Sierra Designs (Canada) apparel. In addition, Sierra Designs Canada would also market Sierra Designs tents and sleeping bags manufactured in the US. Throughout the '80's and early '90's, Sierra Designs successfully developed, manufactured a full line of award winning outerwear and sportswear under the Sierra Designs branding, with distribution across Canada and into the US.
During 2002, as a combined result of an economic downturn and increased competition, Blackwater Designs and their Sierra Designs products were sold to the Barret Marketing Group. Subsequent to the hiring of a new General Manager, Marketing Initiatives won an agency competition as "agency of record" to assist the company in restoring their sales and growth momentum.
From initial research concluded by Marketing Initiatives, it was very apparent that over time, Sierra Designs had abdicated it's market leadership to a number of new and far more innovative competitors. While Sierra Designs products remained as highest quality reflecting current fashions, the brand was increasingly perceived as being for "older people". With the intent of rebuilding positive competitive differentation with special appeal to younger consumers, Marketing Initiatives developed a range of new positioning statements, of which "Personal Environment Control" proved to be the winner according to qualitative and quantitative research.
Subsequent to Sierra Designs adoption of the new positioning, Marketing Initiatives developed a comprehensive business plan and strategies by which to "Relaunch" the Sierra Designs brand in Canada supported by the new "Personal Environment Control" positioning and related slogan.
The following portfolio shows a variety of marketing, advertising and packaging elements written, developed and designed by Marketing Initiatives. During the following years, Sierra designs Canada achieved remarkable growth and a tripling of sales revenues before the parent US company assumed control of the business, including related marketing an advertising functions, in 2008..
In 1982, a Canadian firm named Blackwater Designs concluded a brand licensing arrangement with Sierra Designs for the rights to develop and market a full line of Sierra Designs (Canada) apparel. In addition, Sierra Designs Canada would also market Sierra Designs tents and sleeping bags manufactured in the US. Throughout the '80's and early '90's, Sierra Designs successfully developed, manufactured a full line of award winning outerwear and sportswear under the Sierra Designs branding, with distribution across Canada and into the US.
During 2002, as a combined result of an economic downturn and increased competition, Blackwater Designs and their Sierra Designs products were sold to the Barret Marketing Group. Subsequent to the hiring of a new General Manager, Marketing Initiatives won an agency competition as "agency of record" to assist the company in restoring their sales and growth momentum.
From initial research concluded by Marketing Initiatives, it was very apparent that over time, Sierra Designs had abdicated it's market leadership to a number of new and far more innovative competitors. While Sierra Designs products remained as highest quality reflecting current fashions, the brand was increasingly perceived as being for "older people". With the intent of rebuilding positive competitive differentation with special appeal to younger consumers, Marketing Initiatives developed a range of new positioning statements, of which "Personal Environment Control" proved to be the winner according to qualitative and quantitative research.
Subsequent to Sierra Designs adoption of the new positioning, Marketing Initiatives developed a comprehensive business plan and strategies by which to "Relaunch" the Sierra Designs brand in Canada supported by the new "Personal Environment Control" positioning and related slogan.
The following portfolio shows a variety of marketing, advertising and packaging elements written, developed and designed by Marketing Initiatives. During the following years, Sierra designs Canada achieved remarkable growth and a tripling of sales revenues before the parent US company assumed control of the business, including related marketing an advertising functions, in 2008..
BRANDING - (Top) Illustrating the design integration of the new Personal Environment Control positioning with the established Sierra Designs logo. Following below is the extended positioning statement in english and french.
INTRODUCTORY TRADE ADVERTISING - (Above) Two representative samples of magazine and newsprint ads designed and commissioned to introduce the renewed positioning for Sierra Designs to the retail and distribution channels.
"GENERIC" PRODUCT HANG TAG - (Above) The new hang tag was utilized, along with various other new product and feature specific hang tags, with all new Sierra Designs products distributed for retail sale.
CONSUMER GEAR CATALOGUE (Above) Sample of a 20 page product catalogue with all copy, design, production and photography completed by Marketing Initiatives.
RETAIL POINT OF SALE POSTERS - (Above) Representative samples of posters designed for retail POS as distribution to consumers.
NATIONAL MAGAZINE MEDIA ADVERTISING - (All Above) Representative samples of various magazine ads produced in english and french.
PRODUCT AND FEATURE LABELING / HANG TAGS - (Above) Samples of various labels.
PACKAGING - (Above) Representative sample of a variety of pre-printed corrugated cartons for Sierra designs sleeping Bags.
PACKAGING - (Above) Representative sample of packaging inserts for Sierra Designs thermal under wear..
