Brand Development // Strategy // Print
Peter Millar came to us as one of the fastest growing high-end men’s fashion brands in the country. They were making great clothes, but didn’t have an ownable brand positioning. We identified a compelling white space opportunity for the brand, we rethought their logo, we helped launch their women’s line and we branded and helped launch their fashion performance brand extension, Element4.
The old Peter Millar logo used a stock font and had too many elements fighting for attention. There was no single striking element in the mark.
The new logo uses a custom font inspired by a personal artifact of a company founder. Also, the shield has been removed and the crown has been cleaned up and made more prominent. It is a much more striking and fashion-forward mark. Polo has their pony. Peter Millar now has their crown.
By simplifying the logo, we made sure that the mark would be recognizable on TV on the shirts of all their sponsored golfers (their largest marketing spend).
A large part of Peter Millar’s growth has been attributed to their success on the golf course. We created a campaign with some of golf’s biggest stars (Bill Haas, Brandt Snedeker, and Harris English) the trumpeted Peter Millar as bringing classic style back to the golf course.
To create a lifestyle campaign for the brand, we wanted to encourage people to dress better than they needed to. We wanted to remind people that when opportunity presents itself, you should be dressed for success. We encouraged people to “Set the Standard,” a statement to drive home the insight that in every situation, there is that one guy who looks better than everyone else. And that’s the guy who ultimately catches all the breaks.
SET THE STANDARD
The campaign was shot through a long lens to give a voyeuristic feel…focusing attention on the well-dressed person in Peter Millar.
EVERY MOMENT, AN OCCASION
We wanted consumers to aspire to be the best dressed person in any given situation; whether that situation was in a boardroom, or on a golf course, or simply eating lunch. Dressing better has no downside.