This has mainly been used to show how a successful rebrand should work to current and new Sussner clients. McDavid has also been very receptive and thankful for a concise representation of their new brand.
As complex and complete as this work was, the initial creative brief from McDavid could have essentially been as simple as, “Change us.” They recognized the fact that their brand had lived too long under the radar and out of the spotlight. From logo development through determining how the brand lives on packaging, online, and overseas we needed a concise documentation of everything our initial rebrand has branched out and touched.
The results from the rebrand and the case study covering it have been very positive.
Mary Horwath, Vice President Global Marketing, McDavid USA
“What we appreciate most about working with SDCo is their collaborative style. Extremely responsive to tight deadlines, tough problems and evolving direction, we can always count on them to step up and help us get to the finish line. Any marketer that has created a new brand identity understands how challenging it can be – not only did SDCo perform this task quickly, but they did so strategically and with great thought and finesse. When tested, the new McDavid brand icon and word-mark received a 70% positive approval rating over the existing identity, with participants describing it in the desired aspirational terms. Before the McDavid rebranding, we faced an outdated, tired image. Today, less than 2 years after working with SDCo on numerous branding projects from packaging, web design, merchandising, advertising, global guidelines and more, McDavid is well on it’s way to becoming a sports brand rapidly on the rise – bold, relevant, engaging. Thank you Derek and team!”
