In the early product development days, PurAthlete had a name, logo and some basic marketing materials, but didn't have a comprehensive branding system. The target audiences had already been defined as tactical athletes and high-performance professionals (such as firefighters and military personnel), so the new brand needed to appeal to these groups while carving out a distinctive brand personality.
So, how did we distinguish the PurAthlete brand from the rest? Intelligent copy that clearly describes the way the product works along with crisp, colorful branding system. A few key endorsement deals with professional athletes, along with a user-friendly e-commerce website, helped drive and support sales efforts as retail and wholesale opportunities were being negotiated.
Build the brand. Sell the product. That was pretty much the creative brief for the PurAthlete website. Of course, there were plenty of technical requirements relating to ordering and sales processing, but the site needed to quickly communicate the “why you should buy” and then make it easy to do so.