Branding, Re-Branding, Conceptualization
Tailoring Innovative Activation to Help Brands Dress for Success.
Web Development, Campaigns, Photo Shoots, Videos
The goal was to recast them as a relevant year-round, Pan India lifestyle footwear brand with head-to-toe dressing in three pillars: lifestyle, heritage and performance.
Venus Steps launched in 1973 with limited style for one season and had little marketing exposure. And went on to become one of the top footwear retailer in Northern India. Its after few years seeing the call for change with changing time Venus Steps planned for the overall change in the branding, be it on the front of the Store, on footwear, packaging etc. The goal was to recast them as a relevant year-round, Pan India lifestyle footwear brand with head-to-toe dressing in three pillars: lifestyle, heritage and performance.
THE CHALLENGES
How to raise brand awareness though there has been little marketing initiatives since the mid 80s.
How to make the brand stand out from the competitors
How to simplify a complicated brand structure that talks to different consumer segments.
How to play up the brand’s rich heritage of premium formal collection for footwear
How to bring awareness to the brand’s heritage with almost no archival material.
STRATEGY AND PROCESS
We Strategize a road map for the brand and capture it in a Brand Book — We worked strategically with Venus Steps to write and create a Brand Book and used that as a way to invigorate and re-focus the existing branding. Streamline Worked day and night to develop a well-balanced new branding that can be implemented in all forms small or big, we developed a HI fashion branding style which can be accepted globally and can be placed or implemented in all forms be it on front signage or on the product, Our team of designers worked closely with the brands founders to develop equally balanced product with balanced branding on each and every product. It also served as a brand introduction for a new look Venus Steps with, new vendors and new partners.
Highlight a product and catapult it to brand icon — Like the Burberry trench and the Gucci loafer, we needed a product that spoke to the brand heritage, the brand values and the brand’s future. We defined the Authentic Venus Steps Wedding Collection as the key icon to drive sales through a myriad combination of colors, materials and shapes. The Authentic Original also served as the key icon for heritage communications.
PERFORMANCE PILLAR
Reinforce Performance heritage with performance-oriented initiatives — We reinforced their Performance heritage through marketing campaigns that highlight event sponsorships with likes of Cosmopolitan, and gathered wide spread media attention through publications like Vogue, Cosmopolitan, Harpers Bazaar, Hindustan Times and Times of India.
