G-Form
New Brand Identity
Business Challenge:
G-Form is a protective equipment company widely regarded as best in class in the marketplace. Serious athletes know their proprietary technology is second to none and the extra cost is very well worth it. Their opportunity is that G-Form is a great product company, but not yet a great brand.
Solution:
We conducted hours of primary and secondary research. We interviewed consumers, retailers, company personnel, etc. What we found was that the point of difference in our product made for a great brand story. G-Form is worn by serious athletes that want to get better. If we can remove any barriers to them improving, we will have done our job. Our product is stronger and lighter with a more minimal profile, so serious athletes are freed up to reach the absolute pinnacle of their sport. Therefore our brand campaign used common Gen Z/Millennial vernacular and encouraged our consumers to “Go Next Level.” A new Viz ID, brought the energy to life across all touchpoints.
Results:
• Campaign rolling out in 2023 • Internal sales and core retailer interest has never been higher
Soccer
Lacrosse
Retail
Retail
Trade Show
Packaging
Website