Rebranding And Revitalizing A Multi-faceted Apparel Brand
Southern Point Co. was struggling. They had quality apparel. Several different lines of apparel that attracted a variety of audiences. But they lacked a cohesive brand narrative that could tie their lines together. They had roots in hunting apparel, golf, general leisure, and swim wear. And they needed help bringing it all together. That’s me and my team came in. We repositioned and refreshed the brand and reignited interest and sales.
It started with a new tagline and a new look. Then we took that refreshed brand and brought it to everything from photography and advertising, to paid and organic social, a new and improved eComm site, and more. The results and work are below.
A Breed Apart
I led the charge by creating a new tagline and campaign that helped turn Southern Point Co. into a relevant lifestyle brand again. Their brand had been inspired by English Terriers and featured one in their logo. We refreshed the mark and leaned into their love of dogs for our line, “A Breed Apart.” A line meant to speak to the unique blend of quality, styles, and a general of love of the outdoor sporting life. Some of the ads and work you’ll see below ran over several years and several different campaigns, while staying true to the new brand look and feel.
A Newer More User-Friendly Site
Their site was in need of a UX/UI refresh. Getting to the right products was harder than it should’ve been. Triggered emails and nurtures were not consistent or compelling. I helped right the ship with a cleaner design that was much more mobile-friendly and crafted a simple, more modern approach to their email streams that led to more conversions and sales. In addition, my team and I revamped their Amazon storefront.
