Polaris Branding, Brochure and Packaging
We conducted a brand evaluation of the Polaris parts, garment and accessories (PG&A) division and analyzed their existing Pure Polaris brand. We quickly identified it lacked brand equity. Rather than building loyalty, it actually added a level of complexity. Through research, we identified the story of Polaris superior engineering as a way to differentiate ourselves in the noisy market.
Our new name, strategy and design approach centered around “Polaris Engineered”. It signaled higher quality that only Polaris could provide and warranted a premium price. It became our mission to illustrate this story in all communication elements.
