Project Overview
Leading Australian swimwear brand Sunseeker sought our creative expertise to refresh and unify its brand.
We saw an opportunity for Sunseeker to uniquely own the ‘fit’ category in Australia. Building a brand story for women who want to feel fashionable yet comfortable in all situations; from the beach to the pool was our goal.
We created a new positioning and an accessible DIY guide to navigate your way through the perils of buying the perfect swimsuit.
Project Commissioner
Project Creator
Team
Account Director: Zoë Pollitt
Creative Director: Kasia Wydrowski
Senior Designer: Julie De Paoli
Associate Art Director/Designer: Keenan Motto
Copywriter: Sophie Noble
Project Brief
The key objective was to create a brand positioning and message with a distinct point of difference (with Sunseeker’s main competitor being Seafolly).
We wanted to position the brand as the go-to performer in terms of ‘fit’. It was crucial for this to translate at every touch-point, we focused on clear cut-through in the campaign by building a bold brand presence in department stores, retail outlets and across all visual communication.
A new identity and campaign were required to reinforce the relationship with the existing more sophisticated audience, while still appealing to a youthful fashion-conscious market. With the key insight and messaging of ‘fit’, the translation is far-reaching and powerful, from tone of voice to key print pieces and events including exclusive fitting evenings.
Project Need
We designed a fit-guide that was housed in a emotive fashion catalogue, to act as a DIY style guide for customers, helping them choose the perfect swimwear for their body shape. The fit-guide taps into the insight that the Sunseeker customer wants to feel comfortable, not vulnerable, and ultimately empowered in her swimwear. We combined this over-arching concept with the brand’s heritage as world-class specialists in swimwear fit and construction.
A swing tag featuring a coded guide to ‘Australia’s best fitting swimsuit’ further underlines the ‘fit’ concept. A catalogue depicting three models of varying ages successfully resonates with women everywhere looking for their perfect fit, found only in Sunseeker.
We brought a new proposition to the market by communicating confidence to women of all ages, shapes and sizes. The message allowed us to play on the meaning of the word ‘fit’, introducing a range of emotional propositions founded on the premise of ‘swimwear that fits me and my lifestyle’; ‘Sunseeker Fits. Naturally’, and ‘Sunseeker Fits. Me.’ This empowering message to women, aligns both with the brand’s expertise and every woman’s need to feel fabulous, confident, and comfortable in her swimwear.
Design Challenge
Designing a brand identity that will sit comfortably within a category, whilst creating distinction is as much an exercise in restraint as it is in creativity.
The primary design challenge for us was tapping into what made Sunseeker different from its competitors (world class specialist in the ‘fit’ category) and highlighting this in a unique way through all communication channels – catalogue, swing tag and fit guide.
Creating a bespoke swingtag also presented itself as a challenge from a technical perspective with the unique format being tested and refined within the studio.
Sustainability
The design process within the studio was streamlined for sustainability from the use of 100% recycled papers, recycling of print cartridges and other studio materials and the use of low energy and natural lighting throughout the studio.
We recommended printing the catalogue locally (reducing transportation related carbon consumption) and used Novatech Satin paper stock which is carbon neutral and is produced from FSC Mixed Sources.
Advertising - Print
This award celebrates creative and innovative design for visual communication intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, audience engagement and message delivery.
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