To emotionally connect with its audience of today, UNIONBAY underwent a brand metamorphosis and renewal. The Girvin team led the transformation that superseded the usual pursuit of merely changing a thematic look and delved deeper by exploring the emotional connection between the brand and its audience.
The creation of the new UNIONBAY website utilized an analysis of Jungian archetypes to show UNIONBAY's distinct place among other apparel brands. Under Girvin's direction the very mystery of UNIONBAY's brand psyche was probed. Girvin incorporated the work of the renowned Swiss psychoanalyst Carl Jung into their BrandQuest® process during strategic sessions that helped UNIONBAY further its commitment to being dominant in the marketplace as a teenage brand. The result: UNIONBAY gets a new look, a new feel, a new psyche.
Fashion is always stylized imagery that links personality to brand - and audience. So the archetypal positioning - distinct from Abercrombie, Hollister and other brands - is about confidence, self-assurance and a willingness to laugh at oneself. The Jester positioning is a discrete approach that distinctly differentiates.
"Girvin's team, led by Tim Girvin himself, worked with our leadership team to bring out the best..."
;){kind=link}