Challenge
To design a distinct visual identity and enable brand consistency across channels for Montirex
A challenger sports clothing brand, Montirex has experienced rapid growth through organic sales and word of mouth marketing. This has led to them building a presence in JD Sports and Foot Asylum stores across the country and attracting a loyal brand following.
Positioning the Montirex brand for the future
Montirex’s commercial success ran the risk of outpacing their branding capabilities and, for a fast-growing business, control over the brand experience is essential. Without a proper process and strong guidelines in place, the brand identity could fragment. That’s why they came to us - to establish a core identity that would be the foundation of their product marketing strategy.
Creating a unique brand identity
We wanted to create an appealing, message-led brand that could be shared across product, digital and retail to give Montirex a defined visual identity. The aim of the project was to establish the core Montirex brand promise and to translate it into robust creative and production values. This would enable consistent multi-channel brand marketing, make a strong statement to the market, and retain the loyalty of their core customers. To do this, we had to distil the essence of the brand down to a fundamental and resonant message that would lead an expansive strategy across social, retail, online and all other marketing deliverables.
Solution
Building a multi-layer brand
Our Strategy and Creative teams collaborated with Montirex’s in-house team to build a brand messaging framework with robust creative direction and strong marketing values. We wanted to analyse their brand identity and define their strategic positioning to align with their growth plans, to bring the brand experience to life across multiple consumer touch points.
Brand ambitions
Our goal for Montirex was to add consistency and drive to their product range and ethos under the umbrella of a new, focused brand position that differentiated them from other brands to help them stand out in the marketplace.
Multi-dimensional branding
To drive brand performance, we developed the Montirex identity in multiple ways. We added consistent branding, led tagline development and built awareness around the new launch with high-energy storytelling through film.
A focus on performance messaging
Montirex designs and produces performance sportswear for the gym, the pitch, the Octagon and the street. Their ethos is to be confident in all they do and not fear any competitor, and so we devised the brand tagline ‘Challenge Accepted’.
Developing a detailed brand bible
Above and beyond the ethos of the brand, Montirex were looking for design and production consistency. Our solution was to create a full set of visual branding guidelines covering photography, video, print and content asset management to support scalable campaign execution. This enables Montirex to produce point of sale, online and printed marketing materials that are consistently branded and instantly recognisable as Montirex. This IP-led approach gave the brand defined control over their marketing, reducing production costs and enabling a consistent visual identity to be quickly created across all product ranges and co-labs.
Brand video production
To launch the revitalised Montirex brand and tagline, we concepted, scripted and filmed a hero launch film, releasing multiple cut-downs and shorter versions to deliver impact across social channels. The film featured MMA fighter and Montirex brand ambassador Leon Edwards. Leon epitomises the brand’s ethos and challenger nature, and the film narrative was built around the ‘Challenge Accepted’ brand tagline. Featuring multi-national athletes from France, the UK, The Netherlands and Ireland, the film is also multi-lingual to appeal to the European market. Scripting was created to reflect the streetwise language of young adults, translated into a sporting context designed to appeal to the core target market.
The big group film launched into JD Sports and was widely used across Montirex social channels, revealing the brand ethos to a much wider customer base.
Results
Elevating the Montirex brand to boost product performance
Our brand book is now in circulation, enabling Montirex teams to deliver visually consistent assets at digital and branded point of sale, reinforcing visual consistency across all brand experience touchpoints.
Challenge accepted; challenge delivered
Our Challenge Accepted hero video set the tone for an energetic, consumer facing campaign that defined the Montirex brand. The success of Montirex’s revitalised brand strategy, refreshed visual identity and brand book underlined their brand appeal, making a powerful statement that they had arrived as a strong presence in the sports apparel market.
This challenge was tailor-made for big group, requiring a full team effort across strategy, creative, design and production to deliver what the client needed. By creating a seamless brand experience across print, digital and social, we answered the challenge. Challenge accepted; challenge delivered.
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Challenge accepted
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Flagship campaigns
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Creative assets
We are super stoked with the anthem you made for us, and we are really excited to be live. We hope you are celebrating today as we certainly are. Thanks again for all your help
Amanda Calder-Mclaren
Chief Marketing Officer
Work
