Building a brand that fits perfectly.
We helped a legend stitch together a high tech network of high touch tailors.
Services
- Visual Identity
- Brand Voice
- Brand Guidelines
- Copywriting
- Website Design
Innovation means putting the customer at the heart of a custom-made experience.
If George Zimmer is known for one thing, it’s for being clear and bold. That’s how he built a famous business based on a simple, personal guarantee of satisfaction. So when he came up with a new vision to use technology to modernize the traditional art of tailoring clothes, he came to Emotive Brand for a clear and bold brand.
We did our homework to thoroughly understand the feelings and motivations of tradition-rich master tailors and the demanding consumers who could benefit from the convenience of personalized service and perfectly fitting clothes. To recruit both tailors and customers, we told the zTailor story in a way that made the light-bulb click for both sides of the service equation. Then we designed a clean, clear, sophisticated brand and website to bring George Zimmer’s new thinking to life and inject new energy into a longstanding industry. A perfect fit.
What We Learned Along the Way
Trust is built one brick at a time.
In the trust economy, consumers order services even though they’ve never met the individual provider. For an online network of personal service providers to succeed, trust has to be earned. Companies can build trust by investing in a meaningful brand strategy to connect with people through clear messaging, clean design and consistent behavior at every customer interaction. There are no shortcuts.
People, not technology, make the world go round.
The most successful technology companies know that even superior technology is meaningless unless it fundamentally connects with the people it’s intended to serve. The same is true of brands. It’s hard to overstate the importance of understanding the needs and feelings of real people who matter to your brand. Technology is important, but at the end of the day, a brand is all about people.
Keep it simple. Always.
It’s been said that if you can’t write your idea on the back of a business card, you don’t have a clear idea. So we work extra hard to make even the most complex offering as easy to understand as 1,2,3. For a new brand offering very personalized services to people in an existing category, simplicity is not just a goal, it’s a requirement.
Brent Bradley, Marketing ManagerEmotive Brand helped us develop a brand strategy that connects our high-tech business with our high-touch experience, setting us up for a wildly successful public launch.”
Bringing Strategy to Life
Experience that Works
A strong vision comes to life with strong visuals.
The vision of George Zimmer goes beyond business strategy. It’s an opportunity to revolutionize an entire industry. Our creative team activated the vision with an emotive brand identity that communicates the zTailors idea to consumers, and ensures that the identity of the brand resonates with tailors as well.
Break the ice with an engaging story.
Introducing a new service can be tricky if consumers are unfamiliar with the offering and potentially apprehensive about the experience. For the zTailors website, we created a clear and approachable visual storytelling component to help people …people understand zTailor’s modern take on tailoring. And to help consumers activate their use of the service easily.
Listen to people before talking to them.
Before we wrote a single word about zTailors, we did extensive interviews with consumers and master tailors to understand their unique needs and desires. Only then did we develop a unique brand voice with a unique brand voice that creates a common ground for these two differing audiences to connect in meaningful ways.
Remove all friction from the brand experience.
Training old-school tailors on new technology was critical for zTailors. We developed tools to help recruit tailors, generate excitement and clarify any concerns they might have about this new way to do their job. By smoothing out the process with strategic resources, we helped the brand deliver a seamless experience for all.
Recent Work
Bringing a people-centered brand into a digital-first, product-led future.
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