Polaris has undergone a complete re-design of its corporate image and has a revamped marketing campaign and new B2B site in the works.
The apparel company brought in Neil Holroyd – who has worked with companies in the outdoor and cycle industry on branding for over a decade – to help with the project, overseeing graphic design and marketing. Everything from corporate image, business cards and compliment slips to social media and advertising have been revamped.
The first stage of the campaign has been largely product led, Polaris said, with the introduction of higher end capsule ranges. First up was Polaris' trail-specific AM range, introduced last winter. Next, this summer will see the Venom Range introduction.
A spokesperson told BikeBiz: "Now we are following this through with a concentrated marketing push so keep your eyes peeled for our distinctive ads in print media over the next year. Alongside the print media we have re-skinned all of our social media, and our logos and branding have been tweaked to match."
Beyond that, Polaris will be introducing a B2B site.
"Now we have the product in place the next thing for us is to create consumer demand and drive it through our retailers. The year has started off great for us and it is only destined to get better. Forget what you think you know about us, the new face of Polaris is here and we are already taking group tests by storm."