Case Study

Friendship Unlimited

CHALLENGE: A start-up children’s clothing company pivoted to swimwear only. They needed a rebrand, a marketing launch plan, and a new story to tell. (Company & Brand Story Strategy)

THE TASK
Friendship Unlimited, a Vancouver based start-up, initially launched as a children’s clothing company and after a year pivoted to swimwear only. They needed a rebrand and a marketing launch plan.

CHALLENGES
A discovery process uncovered that there were great opportunities in pivoting to swimwear in the current market but there wasn’t clarity on what they wanted to achieve in the long-term.

In order to build a successful brand, we needed to first define the vision of the company so that the new brand would support where the company wanted to go.

The Approach

Using a collaborative process, three workshops were facilitated to: 

  1. Define the company Vision & Mission 

  2. Uncover the Key Brand Message

  3. Build a Marketing Roadmap to launch brand

Defining Company Vision & Mission

Through collaborative efforts, we defined the company's vision and mission, crafting a vivid depiction of the founders' desired world and uncovering their instrumental role in bringing that world to life.

From there, we developed company values that define how the company operates to support achieving the vision and mission. 

Vision

 “We want to live in a world of conscious consumers who care for their clothes, each other and the planet” 

Mission 

“Everything we do is designed to help you connect with your body and nature”

Crafting the Brand Promise

Our goal was to establish a clear brand identity, pinpointing the unique value proposition that resonates with consumers and sets our children's swimwear apart from competitors. We sought to identify the most compelling aspect that our brand/product offers, appealing to customers in a distinct and unparalleled way.

Be Play Ready

Friendship Unlimited’s brand promise

Why it Works

“Be Play Ready” is fun and flexible — it can be a statement, question, direction and more.

  • Always play-ready.

  • Get play-ready!

  • I’m play-ready.

  • We’re play-ready…

  • Play-ready? 

  • You’re play-ready.

Delivering on Brand Promise

At Friendship Unlimited, their key brand message serves as a promise they wholeheartedly deliver on. They design children's swimwear that not only protects but also empowers kids to play freely, with features like SPF, long sleeves, and pants.

Furthermore, they go beyond clothing by curating engaging content that ignites the imagination of parents and children alike, inspiring them to embark on playful adventures together. With Friendship Unlimited, parents can rest assured that their children will always be play-ready, enabling them to embrace endless moments of joy and connection.

How the Brand Communicates

Once the brand messages are defined, we design how the brand will speak. We articulate the brand’s personality & values, which guide the tone of voice of the brand.

The Output

The result is a comprehensive brand messaging framework that encompasses the Vision & Mission, Brand Promise, and supplementary messaging to reinforce it. This framework serves as a guiding tool for all marketing communications, whether it involves refining the brand identity (logo/tagline) or crafting messaging for marketing campaigns. It also acts as a strategic lens for aligning both marketing and business decisions, ensuring that each message and course of action aligns with the brand's core values and the company's overarching objectives.

Brand Collateral & Social Media

Matija Erceg & Dandi Wind, Co-founders, Friendship Unlimited

“Annabelle really got to know us, understand what we cared about and why we set up the company, and helped us build a vision around that. Together we created a unique brand message that expressed what we truly believed in and were trying to achieve. She also coached us in setting up our own social media to bring the new brand to life. She empowered us to confidently relaunch the brand.”

Let’s tell your Brand story.

Send us a note, and we will respond within 48 hours with next steps. We are excited to start this journey with you.