KIEFER AQUATICS: Legacy sporting goods company consolidates brands and relaunches with new energized identity

The Brand and Challenge

Kiefer Aquatics is a leading ecommerce and brick and mortar retailer for the swim industry. Like many companies in business for a long time, 40-year-old Kiefer had acquired a number of brands which had overlapping product lines. Consumers were confused between the brands, as well as between parent company Kiefer Aquatics and the flagship Kiefer brand. While the flagship brand was highly respected in the industry, leadership had a vision to clarify the brands for both operational and marketing benefits.

What We Did

The first line of attack and biggest source of revenue potential was to create a new website. In that process it became clear that a more thorough brand development process would be beneficial.

Key objectives:
1. Create stronger clarity between the brands.
2. Create a more accurate and competitive identity for the Kiefer Aquatics brand in particular.
3. Design a new ecommerce website for Kiefer with the primary goal of improving the conversion rate.

Kiefer Aquatics Brand Style guide cover
Design of Kiefer Aquatics logo - color

One-on-one interviews with Kiefer Aquatics leadership provided insights to separate the Kiefer brands, the sub-brands from the corporate brand and from key competition. Verve Marketing Group worked with Kiefer to develop the brand identity and then executed the new look and feel into key marketing pieces.

Brand design work:
Designed New Logo. The updated logo carries on the legacy of the iconic seahorse mark in a more dynamic and modern look that reflects the true leadership position the brand holds.

Created New Brand Visual Identity. The new look and feel updates colors, type fonts, imagery, and use of a dynamic angle that contributes to the energy of the brand. Direction was documented in a comprehensive brand style guide for consistency on future materials.

New Website Design, Packaging, Retail and Marketing Communications. The new brand identity was implemented into a new website design, product packaging, retail store schematic, after purchase ecommerce emails, and design of the Kiefer truck that travels to local swim events.

Kiefer Website Marcom Award winner

A significant aspect of the new design was taking a fresh look at the information architecture. This began with an audit of key competitors and the search terms driving traffic to competitor sites. The new look captures the energy and excitement of competitive swim. And the new site architecture and page designs help visitors more quickly find the right specific product for their needs.

“We set out to improve our visual brand, page designs and flow throughout the site to drive order conversion rates . . . Working with Verve, we were able to achieve our brand and customer experience objectives.” — Elaina Cuoci, Director of Digital Marketing & Merchandising at Kiefer Aquatics

Kiefer store schematic design
Kiefer packaging header card design
Kiefer truck design

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