Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.

SMARTWOOL


Our relationship began early in 2016. Smartwool had just completed a new logo design and needed to take a fresh look at their overall brand. They knew they had a great story, they just needed help figuring out how to tell it. They’re a brand that was founded on, and still primarily known for, socks. It was time for them to be known as a true apparel brand.

Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.

GET COMFORTABLE, WE’LL TELL YOU A GOOD BRAND STORY


We learned quickly that people either love Smartwool, or they don’t know Smartwool. What do they love? Comfort. Comfort. Comfort. (And style and durability.) The challenge was, how do you tell a compelling story around “comfort”? We needed to define Smartwool’s own authentic brand of comfort. It’s comfort that gives you confidence. Confidence to run farther, ski longer, or just the quiet confidence of being comfortable in your “second skin.”

Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.

A GREAT LOGO IN SEARCH OF A BRAND


We started with a great logo (redesigned in 2015 by Solidarity of Unbridled Labour). Centered around our brand story, we developed a fully re-imagined brand positioning, platform and identity. We dove deep into their culture- which was founded and still headquartered in Steamboat Springs, Colorado. As lovers of the outdoors, sports and fashion this was a dream.

We joined in the go-to-market process, working closely with our partners at Smartwool to craft the presentations needed to market an evolved brand internally. We developed messaging and photography guidelines. We partnered with them to align their brand and product stories, and developed an installation and video for their three offices to socialize and unify those stories.

Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.
Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.
Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.
Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.

NO BETTER FEELING


All of this brand work launched into market in Fall 2017. The effort kicked off with two fall catalogs/lookbooks- one of which was in partnership with REI, followed by an out-of-home, print, digital, social and video campaign. Needless to say we love this brand and love their products, which is literally measurable by the percentage of Smartwool in our wardrobes.

Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.
Smartwool brand positioning, strategy, identity design and advertising. Created with aloha by Teak in San Francisco.

“In all things of nature there is something of the marvelous.”

Aristotle