Project:
Product range strategy - rebrand from iTrack to Navigate
Involvement:
Insightful product range strategy including packaging and pricing structure
Project: Responsible for product range strategy, brand workshop, brand proposition, brand name development, logo development, packaging design and sourcing, development of ‘quick reference guide’, development of 3-tier price structure, and launch plans.
The task was to rebrand the flagship product line, iTrack to a name that better represented the functionality and to better fit with the new company brand proposition, Lighthouse.
Developed motion graphic for sales team to better present to potential clients. To view the animation, click here > Navigate by Lighthouse
Objective:
Our job was to rebrand and relaunch this product line whilst maintaining its approachable nature that is so integral to the current brand offer.
We created the new brand name, its logo, and identified the need for the development of physical packaging for the product range. We developed and sourced new packaging for the product including a ‘quick reference guide’ manual that the target market could not only connect and engage with but feel confident that the product met their purchase price expectations.
Strategy:
Ensure the new product name fits within the brand architecture and develop a 3-tier pricing strategy to increase purchase potential. Create a better emotional connection with the key target market (government management) through both the brand name and packaging.
Create a new brand device and pack design that represents their position in the market and provides the opportunity to better connect with the target market.
Gain acceptance and endorsement from industry professionals through a dedicated marketing plan.
Creative:
New brand name and logo design created through comprehensive workshop which helped identify the core values, visual language and tone of voice.
Hinged tin pack with adhesive label creates a truly individual design for Navigate, providing a value proposition for the product range aligning it’s higher price point with tangible proof points.
Results:
Two major new clients purchased Navigate (at significant margin) as a direct result of the branding and marketing work we implemented – the client is ecstatic.
