Perfect Storm

A rebrand and website redesign case study.

 
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The Brand Redesign

We knew that their identity needed to be modern, fresh, and family-oriented, but we didn’t want to sacrifice their outdoorsy style. While we originally presented ideas that were distant from their existing logo, in the end we decided to update their signature storm icon in a effort to not lose any of their existing brand recognition.

Their Original Logo

Their existing logo featured their dual tone “Storm” icon and a stacked logo in a custom typeface. The shape of the logomark itself didn’t lend itself well to online applications, like favicons and profile pictures, nor did it feel as clean and strategic as their product itself. We wanted to simplify the logo, as well as provide it in many different formats, both stacked and horizontal form.

The Resulting Logomark

We presented many different logo options, but eventually decided on an updated version of their existing one. It’s more symmetrical, fits better in round or square applications, but doesn’t take away from the feeling of movement that dissapeared in perfectly circular versions. Because it also relies on only one color, it’s easily added to the boot design and rubber stamping without distorting its’ identity.

Audit

Perfect Storm hadn’t made any major updates to their branding since the early 2000s, and it was no longer consistent with their product. We saw that their ad and email campaigns were underperforming, and suggested they undergo a complete identity redesign.

 

The Results

Before (Q4 2019)

$23,618.04

Overall Revenue

Overall Spend

$37,099.91

ROAS

0.63

After (Q4 2020)

Overall Revenue

 $298,147.82

Overall Spend

$100,108.89

ROAS

2.98

Google Ads

Before (Q4 2019)

$5,580.03

Spend

Conversion Value

$6,525.77

Purchases

73

ROAS

1.17

CPA

$76.43

Facebook Ads

Before (Q4 2019)

$21,509.88

Spend

Conversion Value

$11,002.05

Purchases

126

ROAS

0.51

CPA

$160.52

Google Ads

After (Q4 2020)

$29,371

Spend

Conversion Value

$111.087

Purchases

1067

ROAS

3.78

CPA

$27.53

Facebook Ads

After (Q4 2020)

$70,737

Spend

Conversion Value

$175,497

Purchases

1673

ROAS

2.48

CPA

$42.28

The Process

Whenever we begin our brand redesign process, we always start with a much broader “aesthetic” conversation. Rather than just bring moodboards to you, we like to show what your product might look like in those moodboards. Even though the final result often deviates from the options, it provides a better jumping off point to discussing what you think your brand should look like. To start our process, we presented the client with three different “directions” for the brand. We ended up settling on a combination of the second and third of the three options.

The First Drafts

We then move to logo drafts, typically where we will present 7-10 logo options, with a focus on the mark rather than the logotype, to really begin our exploration of your brand’s identity. Here are some of the options we presented to our client.

An iterative process

After narrowing down the logo search to a few top contenders, we explore each of the ideas, providing iterations on each.

Exploring every option

After we decide on the mark and the typeface, we move to color palette. We don’t shy from iterations here, either.

The Website

A Drop-down Nav

Because of how many different types of boots Perfect Storm offers, we knew we needed to add in a drop down navigation that showed all of the categories at once, plus a spot to feature seasonal or sale collections.

Tech Specs

We also knew that the homepage needed to feature details about what made the boots special, and do so in a way that was self-led rather than information vomit. We created a clickthrough section to allow people to switch through different styles and click on parts of the boot that interest them.

Reimagined Collections

Instead of sticking to a traditional shop page, we wanted to create a space to talk about all of the different boot styles, and what makes each special. Before you see the product shots (and colorways) of the boots in each style, you’re met with an overview.

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Ongoing Optimizations + Journey Forward

Every client is different and growth has very little to do with one-off successes or slam dunk tactics.  Growth Marketing is the culmination of weeks and months of brainstorming new ideas and trying them out to see what works and scrapping what doesn’t. Want your brand to be next? 

Too far!

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