Brand Development & Management

The Art of Branding

 

 

 

 

Challenge

How to kickstart the re-branding of the State of Israel.

Solution

According to internal Israeli research, Israel had a hard time connecting and being relevant to 18-35yrs old American men. We offered a bold and exciting project idea to the Foreign Ministry of Israel: create a 'Girls of the IDF' photo shoot for Maxim magazine.

By creating that connection, through a platform the demographic could understand, we successfully kickstarted the State of Israel's global branding campaign.

According to surveys of subscribers, Maxim magazine readers consistently registered much higher interest in Israel in the months following publication of the photo spread.

In addition, the project itself was picked up by media around the globe including the front cover of The New York Post, Time magazine, BBC, The New York Times and hundreds more.

 

 

 

 

Challenge

How to create a new brand for an existing company that cut its product offering to focus its attention on the products it produced and sold well.

Solution

We worked with the company through our step-by-step branding process to ascertain it's core mission and value. The results helped us collaborate in creating a new business plan, a new name, and a new logo.

The process helped the new, yet existing company, differentiate itself from its old name while exciting its customer base with its more focused product offering.

Since its relaunch, ITZSO grew its new customer base by over 80%.