Client based in
Atlanta, USA
Industry
Apparel
Scope of Work
Brand Foundation + Seasonal Brand Map
Business Challenge
SPANX built an undeniably iconic brand around its innovative shapewear solutions, and has become one of the largest direct-to-consumer apparel brands in the US. But as the company expanded into new categories and faced intensifying competition, leadership reached a critical inflection point. Growth created two distinct pressures:
First, scale and competition meant more stakeholders. SPANX needed absolute clarity on its Brand Foundation, grounded in deep consumer insights, to align product, design and marketing behind a single consistent point of view on the Brand.
Second, category expansion meant more products and stories competing for attention. To cut through, the brand needed sharper focus with an inspiring Brand Concept and a prioritized Brand Map to prioritize the few stories that matter.
Deliverables
Our key deliverables included:
3i focus
Insights + Ideas + Impact
We partnered closely with the SVP Marketing team and their team on a five step process:
1. Stakeholder Interviews - We conducted a series of cross-functional leadership interviews to surface internal knowledge, identify gaps and build organizational buy-in ahead of the strategic work.
2. GTM & Document Review - We joined the Seasonal Go-to-Market session and conducted a thorough review of existing brand, product and marketing documents to assess the strength of existing product narratives and uncover strategic opportunities.
3. Consumer Research Integration - We synthesized insights and data from the research gathered by our partnering agency This Memento, to ground the Category Framework and Brand Map in a tangible, insight-driven consumer reality.
4. Brand Brand Map Workshop - Informed by all of the above, we designed and facilitated a highly collaborative 2-day, in-person workshop at SPANX offices with 12 cross-functional marketing leaders. We provided clear strategic frameworks & recommendations and drove alignment on the Seasonal Brand Concept, priority Brand stories and their narratives.
5. Strategic Deck & Roll-out Support - The work was codified in an inspiring Brand Foundation one-pager and a holistic digital deck outlining the Seasonal Brand Map, Tier 1 and Tier 2 stories, clear narratives, which were then rolled out to creative partners and internal stakeholders.
Results
SPANX entered the season with a clear, unified brand foundation and a focused seasonal map to rally behind. The Brand House gave the organization an evergreen strategic anchor, while the Seasonal Brand Map provided the creative and commercial teams with the clarity and prioritization needed to differentiate in a crowded market, defend premium positioning and drive growth in a pivotal season.
