The appointment of a new senior management team, expansion (including a new office in Pretoria), and future growth plans were fundamental to this change. Briefing Boomtown to create its new identity, the agency also rolled out a direct mail campaign to introduce consumers and partners to the new brand.
"The brand needed to mature in-line with the business," says Rush Sports managing director, Andre van Aarde. "The visual execution of Rush Sports needed to demonstrate our focus, professionalism and our love of riding."
UCI mountain bike World Cup winner and recently appointed director, Greg Minnaar, adds, "As a Santa Cruz rider, I believe the brand has found a great home in South Africa with Rush Sports. Both companies have a rider-focused strategy, and are innovative in their approach to business."
With the idea ‘less is more’, the new identity for Rush Sports is clean, sophisticated and places it in-line with the market-leading, international brands it represents in Southern Africa.
"Rush Sports is emerging as one of those unique brands that are instantly recognisable in cycling circles," says Andrew MacKenzie, Boomtown MD. "To thrive in this new digital world where business moves faster than ever, we wanted to modernise and elevate the brand in a design that is simple and elegant, yet unquestionably Rush Sports."
Boomtown designed a brand mark to work seamlessly across all digital platforms, retail channels, and printed media – while preserving its heritage; key to the overall effort. The evolved brand identity will be rolled out to all Rush Sports products, communications, and experiences.
Newly-appointed product director, Philip Erasmus, concludes, "My priority is to work with suppliers to deliver exceptional value for our customers. The new CI is another great way to express our professional approach, attention to detail, and elevate our position in the market."
For more information, visit www.rushsports.co.za. Alternatively, connect with them on Facebook, Twitter or on Instagram.