Brand Name: Spire
Product/Service Type or Description: Retail/Consumer Products

Overview:
MZI Global Brands the Spire Label Right, Keeping the Focus on Fashion Tight

Spire, an urban fashion collection with street sensibility, came to MZI Global in need of a fresh new marketing campaign.  Their desire was to re-brand themselves.  MZI Global developed an integrated marketing campaign that reintroduced Spire to the fashion world, this time with a strong new image.

Situation Analysis:

• Need to develop, tailor, and market new image for Spire
• Create positive brand impressions
• Reinvent their brand

Marketing Challenge:

• Create awareness and buzz around the Spire brand
• Increase market growth
• Find and reach urban target market
• Increase aesthetic appeal

Solution:

• Since this was a younger brand, the strategy was to simultaneously focus on the fashions while also branding the name
• New image was supported by new logo, which:
  • Was specifically designed to portray the characteristic of the target market, bold, urban, and artistic, in order to create a bond between them and the brand identity - generated brand recognition
  • Unified all products under one umbrella brand
  • Created aesthetic appeal
• Created complete marketing package to support new brand image, including:
  • Outdoor ads, posters
  • Custom publishing
  • Point-of-purchase displays – brochures

Results:

• An ad campaign with urban energy that repositioned Spire as offering "tight" gear for the urban market
• A unified and relevant brand image
• Increase in awareness and sales