We were asked to move Proviz forward using creative strategy that delivered a new brand position, identity and tone of voice all wrapped up in a flexible creative ecosystem. A playbook keeping the unique product features at the core while combining the purpose and mission; empowerment via innovation. The ability for every customer to Shine Brighter.
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A core objective of the project was to elevate the brand to be contemporary, progressive and expressive, connecting with new audiences while bringing existing customers on the journey. To move from out of the darkness and harness the power of reflective light.
We built a brand playbook that set the foundations, visually communicating to the many demographics that fall under the Proviz Sports umbrella. Empowering the city-commuters, urban runners, dog walkers and school drop-off’s to have no excuse to jump on the bike or put in that after work 5km. Under the campaign banner of Shine Brighter, Proviz now effortlessly speaks to those looking for reflective function & form while empowering all users in their sporting pursuit by removing any technical and psychological barriers.
The concept of the visual identity execution came from hands-on experience with the product. We always encourage the team to immersive them selves in the brand, understanding not only the attributes of the products but the benefits that comes from its use.
It was clear to see, that Proviz literally was lighting the way when it came to reflective qualities. Light sources reflected on the jackets or bags made us seen, it mapped the streets as flashes of reflective light. Nothing shined brighter.
Our challenge was to clearly show the product reflecting light while not looking like your typical road work-force in high-viz. Content created in a studio environment allowed for the ability to capture the reflective states of the sportswear for each different category of use, before entering into post-production to deliver the final aesthetics of the art-direction.
