After a turbulent few years, TYC were brought in to reposition the brand and help them get back to doing what they do best; creating the best compression products on the market and become the market leader once more. This in-depth project took us all through a journey of discovery that was both surprising and challenging.
The Yard is able to take a step back and get introspective about what they’re doing. They didn’t just fit us into a mould that other brands might have also created.
When you think you’ve got to start over, it’s always good to ask your fan base what they think of you first. Our research turned out a surprising insight that there was still a huge brand loyalty even though SKINS hadn’t been selling products for 18 months. So how do we build on that and show the world the eureka moment when you put on your first pair of SKINS? By starting with 2 months of research, insights, trends and testing of the product to get to know what you’re dealing with.
Our research across 3 global regions showed people were still unclear on what compression was but that pushing themselves against themselves was their biggest ambition. TYC identified the target audience as the High Performers with a primary focus on The Discerning Discoverers. The biggest realisation though was that it was time to stop acting cheap, looking general and talking technical jargon and instead be the premium brand we are, curating specifically and talking relevant to real life.
Take back the Game Changer disruptor title SKINS once were. The positioning statement ‘Excellence under pressure’ acknowledges not only the brand vision, but the challenge customers set themselves everyday to be the very best they can be.
Everything accept the word mark has been evolved to match this positioning. TYC worked hand-in-hand with the client to revolutionise the brand and take them on a journey to relaunch and, in time, become the market leader once more. The output is a brand that behaves as innovative leaders, talks like an expert conditioning coach and looks like the premium, sophisticated sports brand that we are.