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Imperial
Imperial crafts timeless apparel, blending classic style with modern comfort, perfect for life's best moments – from the clubhouse to the beach.
Imperial crafts timeless apparel, blending classic style with modern comfort, perfect for life's best moments – from the clubhouse to the beach.
Discovering a whole new course
We established a deep understanding of Imperial’s market, audience, and internal culture to identify insights and opportunities for growth and brand identity transformation.
Driving for opportunities
We began by conducting in-person workshops with Imperial’s leadership to gain insights into their operational dynamics and cultural values. We examined their B2B and distributor relationships to understand how they were currently appreciated. This was followed by extensive market research, consumer surveys, and third-party data analysis to identify new target audiences and growth opportunities. We focused on uncovering the unique differentiators in their technical product design and craftsmanship.Collaborating closely with the leadership team, we refined and articulated Imperial’s vision for the future. This holistic approach ensured that we could develop strategic insights and create a culture manual to support the necessary change management for aligning the entire company with the new brand identity.
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Strategy beyond par
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Our comprehensive efforts culminated in the development of strategic insights and a culture manual that would ready Imperial’s workforce for a new consumer-facing identity. By understanding the company’s unique craftsmanship and technical excellence, we helped Imperial articulate their brand narrative and vision for the future. This enabled them to begin aligning their sales and marketing functions for deeper connections with new audiences in and beyond the golf industry.
These strategic insights provided Imperial with the tools to penetrate new markets effectively, fostering loyalty and advocacy among consumers. Ultimately, this sets the stage for Imperial’s transformation from a behind-the-scenes manufacturer to a prominent consumer brand with a distinct and recognizable presence.
Turning the signature into a vibe
We identified and developed personas for new audiences, aligning creative efforts to engage customers both within and beyond the golf industry.
Swinging for excellence
We explored new audiences and developed detailed personas to guide future creative efforts. Through extensive experimentation with language, visuals, and concepts, we tested and refined our approach. This involved creating multiple iterations of potential brand expressions and testing them for resonance and impact. Collaborating closely with Imperial’s team, we aimed to create an identity that resonated with their existing culture.Further focus groups and testing helped shape a direction that would appeal to new audiences. This iterative process allowed us to gather feedback and make necessary adjustments, ensuring the final creative direction was both innovative and authentic. The goal was to create a brand identity that could serve as a platform for future growth and engagement.
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Scoring an ace in the brand
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The result was the creation of a new tag line — Live to Play — accompanied by compelling visuals, music, and motion graphics. This wasn’t just a product campaign; it was an entirely new brand platform that embodied the spirit and culture of Imperial in a fresh new way. The new brand identity provides a foundation for Imperial’s future growth, ensuring engagement with new customers while staying true to the DNA of a superior product.
This cohesive and emotionally resonant brand identity allows Imperial to stand out in a crowded market and set the stage for long-term success and expansion into new markets.
What drives our success
At the heart of our company lies a commitment to integrity, innovation, and collaboration. These values guide our decisions and shape our culture.
Connect
We build trust through genuine human connection.
Align
We own outcomes completely. Your goals become ours.
Propel
We explore widely, then lead with clear conviction.
"Working with this team has transformed our approach to marketing and significantly boosted our engagement rates."
Alice Johnson
Marketing Director, TechCorp
"Working with this team has transformed our approach to marketing and significantly boosted our engagement rates."
Alice Johnson
Marketing Director, TechCorp
