Perfect Moment - Daniel J Neale, Creative Director and Designer

THE PROCESS

The Framework

A unique brand strategy to implement global change with confidence and ease

Finding a strategy to carry out a massive brand repositioning for a business with over 30 years of history required carving out time to really understand the legacy of the brand and how we could move it forward authentically. The result was an extensive roadmap that covered every angle and touch point for a complete brand overhaul.

BRAND
Implement a brand strategy that established shared values and goals, bringing the team together through a shared vision of success

COMMERCE
Focus on technical hygiene through the purchase cycle, ensuring the platform can trade, take payments and generate revenue correctly Enable the brand to retail on global scale

PRODUCT
Elevate product storytelling across sourcing, design, manufacturing and style

CONTENT
Unlock richer customer experiences through the merging of commerce and content throughout the customer cycleCreate an omni-channel content strategy and messaging plan

Kick-Off

Digging into the history and hopeS of a long-established brand

We began by conducting a series of strategic workshops with key executives to help understand where the brand had been, where it was today and the ambitions for its future. Combined with market research, competitive analysis, global trend research, audience segment research and 1:1 stakeholder interviews, we were able to unlock insights that laid the groundwork for our brand strategy work.

• Strategic workshops (Vision, Brand, Culture, Content)
• 1:1 stakeholder interviews
• Competitive audit
• Platform audit
• Brand audit

Brand Strategy

Distilling different stakeholder ambitions into one cohesIve plan for the brand direction

Following on from the research stage, we pulled together different teams’ input into one clear vision for the brand’s future and a path to realise it. This ensured all stakeholders understood and were invested in the direction we’d be taking the brand from day one.

• Establish brand purpose
• Create a vision
• Create a mission
• Brand language and personality
• Define measure of failure and success
• Key business statements
• Core values and behaviours

Verbal Identity

Finding a voice for a new era of adventures

We brought content and copy agency Sonder & Tell on board to help us find a new voice for the brand to capture the energy and direction of Perfect Moment’s next chapter.

• Core principles for the Perfect Moment voice
• Product truthsBrand history
• Future facing statement
• Vision, purpose and mission Statements
• The North Star
• Our target audience personas
• Tone of Voice guidelines

Visual Identity

A visual language for a digital step-change

With its ecommerce site getting a complete refresh, we needed to create a new visual identity that would reflect its character: adventurous, curious and uncompromising on quality. From logo to motion design, we designed a unique visual language for the brand that could be consistently applied across every touch point, and give Perfect Moment a jolt of fresh energy while retaining the elevated feel that reflected its luxury price point.

• Vision/mood boards
• Logo system
• Colour and type systems
• Graphic elementsInteraction patterns
• Motion patterns
• Art direction
• Casting
• Brand guidelines

Content

New era, new vision

A new era called for a fresh visual perspective across product and campaign imagery. We set a new direction across imagery, and engaged photography studio Wolf & Badger to help us revamp every image across the site.

• New visual benchmark
• Studio production
• Visual guidelines
• Research
• Casting

Campaign

Brining the slopes to the city and beyond

With the world in lockdown and the slopes off limits, we quickly put together a reactive content strategy to show that Perfect Moment’s outerwear, knitwear and swimwear had a place in the world’s new normal.

• Art direction
• Content strategy
• Casting

Platform

A best-in-class e-commerce platform delivering unparalleled customer experiences

With Perfect Moment’s old ecommerce platform evidently hindering their conversion potential, we worked with the brand to help them develop an effective alternative.

• UX design
• User research & testing
• Design system figma
• Tokenisation

Activation

Launching a new creative eye across all major touchpoints

From strategy to execution, new brand assets were rolled out across all channels including new product photography, product videos, tone of voice, motion language and more. We supported the in-house marketing and creative team to execute the transition smoothly and equipped them with guidelines and assets to continue creating storytelling with meaning, consistency and clarity.

• Social media templates
• Email templates
• Photography guidelines
• PPC templates
• Motion templates

TESTIMONIAL

“Dan’s artistic vision, attention to detail, and creative flair transformed our online presence, elevating it to new heights. Throughout the project, Dan exhibited a remarkable level of professionalism and dedication, ensuring that every aspect of the design aligned perfectly with our brand identity and messaging. Dan’s ability to translate our ideas into stunning visuals truly impressed us. Moreover, the collaboration process was seamless and enjoyable. Dan actively sought and incorporated our feedback, making adjustments with great efficiency. Thanks to Dan's contribution, the PerfectMoment website now stands as a true reflection of our company's values and services.”

Negin Yaganegy - CEO, Perfect Moment

IMPACT CREATED

Increased Conversation

50K > 277K

Instagram Followers

Highest+

Highest Revenue Day

$6M

Funding Round