Venus was looking for a new brand strategy that would afford them the growth to achieve aggressive performance goals for 2020. Venus was unclear of their target and brand positioning amongst a heavily competitive market.

 

With a target identified through quantitative research and focus groups, we moved into a brand positioning exercise that sought to find a clear, unique, differentiated and relevant strategy for the Venus brand. A strategy that would give them enough flexibility and adaptability to move with the ever-changing fashion market and grow into over time.

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After testing three territories through mood boards and mockups,
we created a dynamic brand positioning guide for the Venus team
to implement into their everyday work, which merged two of the most successful territories.

 

The brand book sought to transform the look and feel of the Venus brand across all moments of the experience. We combined Venus' current strongest assets with a new flavorful, bold, yet playful, confident direction that would speak to their target consumer.

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Contributions

Workshop Materials, Territory Mood Board Design & Mockups,

Brand Book Design, Wireframe Recommendations

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Results

Clear helped them not only define and size their achievable market, but identified the strongest brand positioning that would resonate with these target consumers. Clear's work with Venus contributed to an increase in revenues for parent group Bonprix of 3.4% in 2018/19.