Ukrop’s Threads delivers high-quality uniform and apparel choices to large groups such as food retailers, theme parks and convenience stores. They concentrate on providing custom solutions from start to finish so that customers get the pieces they want, when they want them, without mistakes. Recently, they contacted the team at Randall Branding with a need for a new brand strategy that would help them reach and resonate with their target audiences. Needless to say, we jumped at the opportunity to help out such a great company. We’re rather pleased with our results, read the case study and let us know what you think!
As a brand that markets the importance of first impressions, their website was outdated and lacked in visual appeal and usability. Ukrop’s Threads felt their brand was confusing and lacked established brand equity. The design of their marketing materials fell flat and lacked spunk and energy. They were ready to revitalize their brand without sacrificing their established values and extensive industry experience.
After conducting preliminary research, including employee and client interviews, a new name, logo and messaging platform were created defining the voice and visuals of Ukrop’s Threads. This voice would guide all future printed material and would be reinforced internally and in all client-facing communications. We then designed a new logo with a subtle icon and friendlier aesthetic, followed by a visual style that set the stage for the full website redesign.
Trade shows are a key communications channel for Ukrop’s Threads and the redesigned displays, banners and sales sheets now provide the new “zip” in their efforts to grow market share. With new branding ready for public viewing, we strategized and executed the brand rollout, which involved social media graphics, email campaigns, web overlays, and direct mail teasing the launch of Ukrop’s Threads.
Ukrop’s Threads’ rebrand was met with an overall positive response both internally and from longtime clients. The website execution went smoothly and the brand is off to a great start in 2017.