LeSportsac
Revitalizing a brand
Engagement Overview
Working closely with the COO and Senior Marketing leadership, Ravine Association pushed forward a number of initiatives, both creative and strategic. The culmination of this work has resulted in increased revenue and improved data-driven marketing approach for upcoming campaigns, as well as enhanced Direct-to-Consumer practices. This foundational work has been extremely positive, from increasing social engagement to e-commerce sales.
Situation Analysis
Conducted a large-scale analysis of the brand, looking to the past, present and future, which led to the an evolution of their current global brand language and guidelines.
Brand Strategy
Collaborated to define a new brand tagline and overall look and feel for marketing and advertising campaigns. Provided creative oversight of their SS/2020 campaign. Directed and briefed agency inside and vendors for content shoots and pop-up store concept.
Digital Transformation
Directed audit of SEO/SEM/Email campaign initiatives to better identify best practices in current spending levels. The result of these engagements established a proper Customer Lifetime Value for LSS.
LeSportsac Brand Positioning
To help modernize one of the most iconic bag companies of the last 40 years, we translated the brand positioning into a detailed roadmap for upcoming relaunch of the brand and product line for 2020. This included history, customer definition, brand values, tone and voice, as well as their new mission statement.
LeSportsac Design Language
Taking the brand positioning and bringing it to life for all touch-points—from overall strategy, identity system, art direction, key elements, messaging, as well as application to social, web, OOH, advertising, hang tag, shopping bag and retail signage—we provided LeSportsac a cohesive and comprehensive expression of their modern identity and direction.
LeSportsac SS/2020 Campaign Video
We collaborated on content shoot for the campaign, shot in Miami. Working closely with the production company, photographer and director of photography, we helped bring the new brand voice to life in film and photography. Provided brand oversight and stewardship on set and in post production.
Brand Video
Ravine Association produced and creative directed a video to share with the Global LeSportsac distributor network during market, acting as a compelling stand-in for the lack of an in-person presentation during the COVID-19 pandemic. The multi-part video included:
Sizzle reel for internal teams showcasing the newly established brand voice, activating new marketing direction.
A future-forward presentation to explain where the LeSportsac business is going and how.
Seasonal brand connection to express the delivery-specific strategies around product, marketing, and visual merchandising.
Pop Up Stores
Identified resources to design the interior of the SOHO new york pop-up store on Greene street. Lead the design team to understand how to translate the brand elements into a physical location.The result of the pop up store has extended into being adapted to worldwide LeSportsac locations.