Need for a powerful brand
At the start of 2009, Prozone knew it had the potential and technology to be substantially more successful. We were initially asked to design new direct marketing materials, but it was clear that the brand needed a more fundamental refresh in order to achieve its objectives – to establish the brand as the leading name, increase sales, develop the level of international business and secure more major clubs, especially Manchester United.
Defining the Prozone DNA
Following a thorough immersion, we worked closely with the client to articulate the basis of the Prozone brand. A brand wheel was developed, with 3 key ingredients – Precision, Expertise and Insight. Once the articulation had been agreed and tested, we set about creating a new brand identity, which included a logo, that has quickly become established as the short hand for the brand. Insight became the Prozone tone of voice with ‘Delivering Performance Insights’ chosen as the new strapline.
The results speak for themselves
In the two years that followed the rebrand, annual profit increased by 129%. Total sales were up 37% and US sales increased by 75%. Prozone secured key new clients including Fifa, Uefa, Liverpool, Barcelona and the prized Manchester United! The development of the Prozone brand also helped the owners to sell their holding in July 2011 to SUP, which owns the biggest competitor brand, Amisco.