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[h3 customclass="white-txt uppercase heading medium-small-txt no-pad-bottom" ]Our role[/h3]
- Brand Strategy
- Positioning Strategy
- Tone of Voice Identification
- Art Direction
- Photography
- Creative
- Graphic Design
- Campaign Creation
- TVC
- Store Design
[h3 customclass="white-txt uppercase heading medium-small-txt no-pad-bottom" ]Back Story[/h3] From its founding in the 1980s, Price Attack has a long been in the psyche of the Australian public as the key destination for everything hair and today operates a chain of 75 locations nationwide. Recent industry sales have lagged as today’s consumers demand more from their retail environments, especially with younger demographics seeking distinct experiences and value beyond just low prices.
Prodigy+ was engaged to reinvigorate the Price Attack brand, drawing on existing brand equity and shaking off existing perceptions that had been holding the brand back. The rebrand injects new life into the brand experience, evolving all brand touch points from internal culture, franchisee on-boarding to all aspects of the visual rebranding.
[h3 customclass="white-txt uppercase heading medium-small-txt no-pad-bottom" ]Brand Story[/h3]In a marketplace cluttered with unattainable looks and narrow definitions of beauty, we challenged the typical ‘high fashion’ aesthetics seen with hair and beauty and offered a fresh perspective. We anchored the brand strategy, tone of voice and visual identity from the mantra of ‘being real’ and the empowerment that it has on people. One’s hair is an expression of personality and self and we harnessed the confidence that comes from a great-hair day into the core brand promise: ‘Get the look’.
This human-centred design approach speaks to both within the brand and the customer journey – backing their products (range), staff (value) and expertise (advice) as on-the-ground Brand Champions, who in turn empower women (and men) to look fantastic and feel confident in who they are. This lifts the perceived brand value from transactional to relational; evolving customers into clients into fans.
The refreshed identity finesses the details of the brand name and logomark and elevates the brand with its modern and confident persona. The colour palette has been evolved to black and bronze, adding a touch of refinement to the brand. Seasonal palettes were introduced to give fresh and confident colour pops to campaigns. New photography was commissioned showcasing real women from all walks of life captured in authentic compositions that is both aspirational and relatable. We worked closely with the internal marketing team on the launch campaign that included TVCs, social media, print collateral, point of sale, store design and ongoing creative direction.
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