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| CLIENT: BaggerWorks Custom Motorcycles CHALLENGE: BaggerWorks was an existing company without a real brand position or strategy. They had tried to extended limited marketing funds by self directing. Consequently, marketing and advertising were disjointed and lacked cohesiveness. The advertising was placed based more on ad cost than reach. Additionally, the ads changed from issue to issue with little or no consistency, so no real brand position was being established. The challenge was to Revise an existing identity and develop a brand position for BaggerWorks as a specialist in custom bagger motorcycle design and build.
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SOLUTION: Initially BaggerWorks had a compressed time frame with their largest event coming up with in a few weeks. Stucky Design (SDI) sat down with BaggerWorks and discussed the overall goals of the company, the custom build motorcycle market and the bagger niche. We helped BaggerWorks understand the importance of a cohesive approach and reigned in a random approach to advertising. A brand strategy with short term and long goals was enacted with the first component being the design of a new identity that reflected the company mission and target audience. The new identity was incorporated on to trailers, banners, signage to address the immediate needs. The next step was to revamp the web site to deliver a better viewer experience that reflected BaggerWorks as experienced custom builders and bagger specialists. The web site is vital to BaggerWorks as a way of reaching beyond their local market. The site was designed to be effective now and allow site expansion with relevant information. The owner of BaggerWorks felt and affinity to the Kids & Chrome charity and as a way of giving back, a key component of the company mission, offered to build a custom bike with the help of numerous donating suppliers that would be auctioned with the proceeds benefiting the cause. Additionally, this would garner national exposure of BaggerWorks’ talents at multiple motorcycle events as a traveling exhibit. The bike was unveiled in Cincinnati at the V-Twin show and after making several other show appearances will be highlighted and auctioned at the Sturgis Motorcycle Rally 2008.
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DELIVERABLES: • Brand Identity • Brand Strategy • Web Site |
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