Case Study / Aussie Grit

A trail-blazing tone of voice challenge

Share

We partnered with Aussie Grit Apparel to help them develop a unique brand voice, capturing their adventurous spirit and ensuring consistent, impactful communication across all platforms.

Brand building

Aussie Grit: A trail-blazing tone of voice challenge

Aussie Grit Apparel is spearheaded by Formula One driver Mark Webber.

This trailblazing brand, devoted to off-road training, is carving out a new category with the goal of creating truly functional off-road cycling and running gear for men and women.

The team already had a great sense of their brand identity, but they needed a little help on how to communicate what they were about. Plus, with a well-known identity like Mark Webber behind the brand, what’s the right balance to strike in tone and content?

“Aussie Grit Apparel is a startup business with a strong brand DNA,” says Geoff Donahue, Marketing Director. “We were very conscious that our brand personality and tone of voice needed to be completely true to who we are and how we wanted present ourselves, every time.”

“The tone of voice guidelines – which included a strategic approach to storytelling – were not only on brand, but they were ‘us’.”

– Geoff Donahue, Marketing Director, Aussie Grit Apparel

A distinctive brand voice

Working with the Aussie Grit Apparel team, we created tone of voice guidelines, providing them with practical examples and technical guidelines to help guide all communications as the brand grows.

We defined the best way to tell the story of Aussie Grit Apparel, express their unique product benefits and gave them the communication platform from which to race into the market.