As years passed, an increasingly competitive environment gradually challenged the historical leadership of Skiset, the ski equipment rental and ski resort conglomerate. Its competitors’ powerful brand territories and low cost strategies weakened its strong but scattered network. It was clear that Skiset had strong brand attributes that needed to be communicated better throughout the network.
We developed a dynamic brand identity in line with the customer sportive aspirations. We emphasized trust to strengthen the clients’ perception of the brand.
Because skiers expect an impeccable service to improve their holiday, and because ski rental shops are a customers’ first and also last local contact, our worked empowered Skiset to share the new customer oriented vision within the network.
Inspired by the new concept, employees immediately adopted the new brand identity. The new concept was tested last year within a pilot store in Courchevel - one of the biggest French ski resorts – and immediately resulted in more loyal customers.
Skiset’s new identity will be officially revealed to the public during the 2009 Val d’Isère World Championships.