Atlantis Headwear, one of the world’s leading players in the production and marketing of hats, has hired Notorious for a four-year strategic repositioning of the brand at an international level.
From “Infinite Headwear” to “Headwearevolution”: if the path to sustainability is understood as an inevitable evolution involving all of humanity, it is at the same time a real revolution: because it requires a radical change in thinking, in the way priorities are conceived. A cultural transformation, first and foremost, in the way business is done and in the way the role of business in society is thought about.
“Headwearevolution” is a statement, a declaration of intent that, made at the right moment in history, positions and aims to establish Atlantis as the founding brand of the sustainable revolution (and evolution).
The new payoff opens up a series of slogans that convey a strong concept and also urge the market to take responsibility: “The revolution is on your head” draws attention to Atlantis’ sustainable products. At the same time, it invites consumers to become aware: “The revolution also depends on you, on your way of thinking and understanding your social responsibility.”
Brand management
Brand restyle
Creative
direction
Approach
Transparency
Consistent
Credible
Communicating a sustainable approach to the market requires treating and narrating each action honestly. From the outset, we imposed a mantra on ourselves: three keywords, three concepts to always reference. Without compromise.
Reliable
Another key concept was fundamental to gaining a clear and solid positioning.
It was essential to consider this from the initial design and creative phases to win the most challenging bet: distinguishing Atlantis’s message in an increasingly saturated environment of environmental-friendly informational and commercial content.
Brand management
We redefined the rhetorical foundations of communication, specifying key topics, tone of voice, the promise, and the reference imagery for developing creative processes.
Logo restyle
The renewed brand identity conveys a stronger, more precise message that underscores Atlantis’s full intention to uphold its promise.
Social
Some content
