FLAIR Strips
Task
Develop a cohesive marketing strategy that included a comprehensive overhaul of their visual identity, creating a content production system, and optimizing their email marketing. This involved ensuring that all content resonated with the brand's core values and connected deeply with the diverse equine community, including the markets of racing, eventing, show jumping, combined driving, and barrel racing.
Ensure that FLAIR Strips’ branding aligns seamlessly with the prestigious equine community while maintaining a unique identity. The brand needed to stand out in competitive markets such as racing, eventing, show jumping, combined driving, and barrel racing without losing its connection to the values and traditions that define these disciplines.
Additionally, maintaining consistent branding and messaging across all platforms, from digital to print, was essential. This required a detailed style guide and a streamlined content production system to ensure that all visuals, copywriting, and marketing efforts were cohesive and effective.
To address the challenges, we initiated a comprehensive rebranding process. This included creating a detailed style guide to ensure consistent branding across all platforms, updating the brand’s copywriting to reflect its refined voice, and refining visual elements to better connect with the equine markets. Our collaborative approach resulted in a unified brand identity that effectively resonated across key equine markets, from racing to barrel racing.
Simultaneously, we implemented a Strategic Organic Content (SOC) system to ensure that every piece of content was engaging and aligned with the brand’s core values. This system provided a steady stream of fresh ideas and allowed for seamless integration of the brand’s messaging into all marketing efforts. Additionally, we optimized the email marketing system to enhance engagement, keeping FLAIR Strips top of mind for its audience.
| Primary #16a3be | SCSS var $color-blue | ◯ |
| R 0 G 122 B 255 |
FLAIR Blue
| Beige #bdfdc0 | SCSS var $color-green | ◯ |
| R 0 G 122 B 255 |
Sea Foam Green
| White #fefefe |
SCSS var $color-white |
◯ |
| R 0 G 122 B 255 |
Cloud White
| Black #ED2323 | SCSS var $color-black | ◯ |
| R 0 G 122 B 255 |
MoonNight Black
The soft blue in FLAIR Strips’ branding symbolizes clean, fresh air, directly tying into the product’s purpose of respiratory health for horses. This color is calming and refreshing, evoking a sense of purity and vitality. The green complements this by representing nourishment and growth, much like the grass that sustains equine athletes. Together, these colors reflect the brand’s commitment to equine wellness.
Both the blue and green are muted to ensure they are not abrasive or harsh but rather simple and calming, mirroring the gentle, non-invasive care FLAIR Strips provides. The black and white neutrals serve as subtle accents, offering contrast without overwhelming the primary colors, enhancing the overall visual balance and professionalism of the brand’s image.
The result of our efforts is a clearly defined and cohesive brand identity for FLAIR Strips. The refined visual identity and style guide have ensured that the brand now stands out more prominently across various equine markets, strengthening its recognition and appeal within the competitive equine community.
The content production system we developed delivers high-quality, compelling content across all platforms. Additionally, the optimized email marketing system has increased engagement, keeping the brand relevant and impactful in the minds of its diverse audience. These enhanced marketing capabilities have positioned FLAIR Strips as a leader in its field, driving sustained growth and success.