To better serve brands looking to break into retail environments, Powerplay Retail understood the need to evolve. Powerplay Retail had created multiple organizations to fill different needs of its brand and retail partners, and acquired a direct-to-consumer partner in DealRise Retail. Their work was to define why these brands work together or independently of one another and then rebrand and bring them to life.
Powerplay Retail is known in its industry as one of the leading retail rep firms in the country. With over 250 years of combined internal retail experience, Powerplay Retail was looking at ways to better serve brands and retailers alike. Its business evolved by incubating a start-up and acquiring another with a goal of serving all aspects of the retail environment, but it needed to approach things in a way that allowed existing brand partners the ability to work with all or just one service offering.
Powerplay Retail was not the first brand in its space to combine brands with retailers and help brands go direct to consumers. It also had developed over-complicated systems and internal companies to try and maneuver sensitivities around retailers; but in the end it made it harder for them to do business.
We worked with the executive and leadership teams of each business to better understand what each was doing and how clients were served–both brands and retailers. We also looked at the competitive space and what was happening to understand what Powerplay Retail needed to bring it up to parity and what its core differentiators were. With an understanding of the business, we provided a recommendation on how to align each business, how they can work independently of one another, and now they can work together to solve problems for their clients.
With that implemented, we underwent a complete rebrand to align the businesses.
Brand Messaging and Values: We pulled together a comprehensive brand document that helped the Powerplay Retail teams understand what everyone did and how to connect the pieces. The messaging and positioning drove all touchpoints from the website redesign to presentations internally and externally.
Identity Development: We developed a new brand system and identity to represent Powerplay Retail and recent growth/acquisitions. The mark was meant to show the strength, with a nod to where things started 20 years ago.
Website Design and Development: We consolidated 4 websites into one based on the new brand standards and communication hierarchy established.
Sales Tools: We created new presentation templates and landing pages dedicated to helping Powerplay Retail sell brands and retailers on their newly defined flexible service offerings.
Public Relations: Once ready, we managed the press release and media outreach for Powerplay Retail announcing its new acquisition and structure.
Powerplay Retail’s new brand hierarchy connected the business accounting for more efficient cross selling and standardization internally. The new website averages 4.5 pages per sessions with an average of 8:34 minutes spent learning about Powerplay Retail’s new offerings. The press release saw 134 news sources pick up the story with an estimated 74MM impressions across publishing networks.