Parker Bows
Between 2017 and 2018, I led Parker Bows through a significant transformation, reimagining the brand's identity and positioning within the archery industry. This project required a thorough examination and strategic refinement to position Parker Bows as a prominent player in the market. The following presents a snapshot of the extensive rebranding efforts undertaken during this period.
Parker Bows Logo
Our journey to rebrand Parker began with a careful examination of the existing logo. Before 2017, Parker lacked brand consistency, prompting us to seek change. Our aim was to create a new logo that honored Parker's esteemed history in the archery industry while also setting the stage for future success. Working closely with an external graphic designer, we collaborated to design a logo that aligned seamlessly with our vision and goals.
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Responsive Website
As an integral part of my rebranding efforts, I prioritized the creation of a new website. I began by issuing both RFPs and RFQs, inviting proposals and quotations from four agencies to handle the development of the new Parker website. After careful assessment of the agencies, I selected the most suitable and worked closely with them through the pre-production, production, and rollout phases. Within the first six months of its launch, the new website drove an impressive 540% increase in product sales compared to the previous year, resulting in $1.7 million in revenue.
My requirements for Parker's website:
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Product Labeling
To enhance the aesthetic of our bows and crossbows, I revamped the styling of the limb and dome labels to complement our rebranding effort. This involved careful attention to detail, ensuring that each label reflected the essence of our refreshed identity. By aligning the design of these key elements, we not only improved the visual appeal of our products but also reinforced the unified story of our brand's evolution within the archery market.
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Hangtags
Before 2017, Parker Crossbows and Compound Bows utilized various hangtags for product display in retail stores. To enhance communication and provide vital consumer information efficiently, I developed a unified hangtag serving both crossbow and compound bow categories strategically. This innovative design boasted a versatile backside, facilitating custom printing to highlight specifications tailored to each distinctive Parker model.
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Apparel
Prior to 2017, Parker lacked an apparel line to enhance brand visibility among its consumer base. With a mission to fill this void, I embarked on a quest to identify a vendor capable of crafting, printing, and delivering the apparel. Through research, I discovered PowerTex, a company with expertise in apparel design and fulfillment. We secured a licensing agreement for our logo with them, and they executed the production of the apparel according to our specifications. This endeavor culminated in the creation of a thriving direct-to-consumer apparel E-commerce store.
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Email Marketing
As part of our rebranding efforts, I crafted compelling email campaigns for Parker Bows, aimed at not only driving increased traffic to our retail partners but also promoting our revamped website. These emails consistently garnered an outstanding 16% average open rate and an impressive 13% average click-through rate (CTR), contributing significantly to our successful rebranding journey.
It's worth highlighting that the email campaigns, combined with digital ads in 2018-2019, led to an outstanding 540% year-over-year increase in e-commerce sales. |
Videos
As the culmination of our comprehensive rebranding endeavor, we committed to featuring in a televised episode on Built in America TV, airing on the Fox Business Network. This ambitious production spanned five days, traversing three states. In my capacity as the Executive in Charge of Production, I wrote the shot list and script for the TV episode. Moreover, we leveraged the surplus footage to edit six videos, subsequently disseminated through Parker's YouTube Channel and website. These segments, including the one featured, were part of a series showcasing job creation stories across the United States.
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Photography
To strengthen Parker's visual identity and reinforce our position as leaders in the archery industry, I directed and captured new photography to align with our updated vision. This initiative was about more than just images; it was about storytelling. With a focus on authenticity and adventure, each photograph was designed to embody the essence of our brand. Through this creative direction, we sought to inspire individuals to embrace archery as a way of life, fostering a community built on shared values and a love for the outdoors.
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