Spirit – Strengthening A Well-Established Brand
While Spirit, the fitness brand from Dyaco, was already a well-established brand in the gym industry, it lacked a visual and brand identity that connected with end users. Geber helped Dyaco to update Spirit’s visual identity and bring it to a position of alignment and authenticity.
One problem that many Taiwanese companies face is how to authentically connect with their end users overseas. The company may have been built by top engineers or business people, but they may not understand how the products are used on the ground—this is especially the case in the fitness or bicycle industries. For these kinds of companies, the brand image must reflect a lifestyle.
This is where Geber came in. With a diverse team, we were able to tap our network across the globe, including Europe and North America, to give us feedback on what an international fitness brand should look like. We then created the right brand character, image guidelines, and tone of voice to go along with the feedback we received from our market research.
Finally, Geber also produced a brand image film for internal use to make sure that all employees understood and could communicate Spirit’s new identity.