Brand repositioning through corporate rebranding, and highlight product qualities. We accompanied Blue Ice through its first approach towards an organic brand strategy, starting from the identification of the propositions to planning a coordinated communication. Above all, we saw to defining a contemporary and appealing identity.
We played on the brand's more 'pop' and 'tomboy' moods to draw a materialistic and impactful and coordinated corporate image, carrying it through all btl and digital channels, and we articulated a sub-brand hierarchy enhancing the widespread presence of the brand. The viral potential was exploded across the digital channels through the creation of a totally responsive user interface, flanked by a blogging platform and the activation of social accounts.
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