Client: PW Dance and Sportswear
Industry: Retail Apparel
Client Objective: Consolidate multiple brand and product offerings under one strong umbrella brand that would resonate with the dancer customer base, and could be used to grow the business throughout Australasia.
Tank idea: We leveraged off the strength of the existing Paul Wright dancewear brand and created a new contemporary brand called PW Dance and Sportswear with the tagline “Live to Dance”. We then created two sub brands PW Dance and PW Sportswear to allow us to target different customer groups.
Result: The PW Dance and Sportswear brand has grown exponentially with the opening of new stores throughout Australasia, and PW has now become the preferred supplier to the Royal New Zealand Ballet and the Melbourne City Ballet.
