Challenge

Saga is a Colorado-based, Ski outerwear company that has made authenticity and universality its main mission. Saga wants to expand from winter to an all-season brand and increase its revenue. This project proposes a strategic roadmap for re-branding and entering new markets.

* This design sprint was completed with Derek Palmer, Dave Laskowski and Nicole Tang.

My Role

Research

Branding

Community Activation

Presentation to client

Deliverable

Strategy Roadmap

Branding

Redesigned web presence

Question : How will Saga make the leap into all seasons and activities?

Solution Overview

A redesign that meets both increased customer and community engagement goals.

First, Saga Outerwear re-establishes strong brand awareness and authenticity in new spaces. This includes new seasons, new activities and also new locations in the community.

Then, Saga Outerwear enters new markets through partnerships with other like-minded brands who operate in Saga’s target spaces.

Question : How well is Saga positioned to compete with other winter brands? And who would be its all-season competitors?

Research

Research for this project began broadly: we sought to understand who Saga’s strongest competitors were, their strengths and oversights. A competitive analysis revealed that most ski-focused brands had successfully made their transition into non-winter activities by specializing in technical gear. Summer, for example, was seen as an extension of their expertise in ski outfitting : high-performance, reliable, quality.

As a result of this finding, we uncovered a lack of non-technical, all-season products. Brands that were known as ski-first brands, had chosen the technical market and left everyday outfitting wide open. Initial research suggested Saga could corner this market and become a staple for everyone, anytime.

Question : Where -in its engagement with customers - is Saga experiencing weaknesses?

Pain-points

In the initial landscape audit, we paid special attention to non-snow activations and brand archetypes. Better said, we wanted to know how other ski brands engaged with consumers during the off-season (aka spring, summer, fall). Did they invite skiers to bike with them in summer? Could you wear their clothes in town on a crisp autumn morning or only while pursuing the activity the apparel was made for?

We also wanted to know the story brands told about themselves (aka their archetype). As a consumer, did you identify with a brand’s serious, credible feel? Or did you feel empowered because the brand championed female athletes?

To answer both questions, we created Saga’s journey map through the seasons. This exercise revealed many questions unanswered and in sum, outside of winter, Saga’s brand is poorly defined. Incidentally, we also uncovered that Saga’s engagement with women is remarkably absent. Our solutions would need to pinpoint a brand story, an inclusive audience, and activities for the off-season.

Question : How might Saga expand its brand into all-season gear?

Solution 2nd phase - New partnerships

—> In the second solution, Saga sustains its brand expansion with credible partnerships, athlete ambassadors, and mentorship programs.

BOARDLife

BOARDLife makes a perfect potential partners with Saga because BOARDLife is a manufacturer and retailed with a similar origin story. Like Saga, they sell direct to consumer but also sell other brands.

Icelantic

A partnership between Icelantic and Saga would be benefit both brands without competing; Saga brings technical outerwear and Icelantic brings its beautiful skis. Together, they tap into each other’s markets and boost their conversions.

Ambassadors + Mentors

Athlete ambassadors lend Saga credibility amongst skiers and snowboarders. In partnership, the two can host community events and invite both loyal and new fans.

Mentorship programs engage with community and promote Saga’s growth-minded approach. By partnering Saga mentors with the University of Colorado’s FreeRide Ski Club, Saga ensures a steady, yearly stream of new eyes on its product.

Web Design

The Saga website is an extension of the company’s branding - authentic and independent with spotlights on aspirational content. The homepage features brand heroes that lend Saga credibility, mentors that engage with the community and products that situate Saga within an inclusive, outward facing ethos. Photos, headlines and content were developed with the company’s target audience in mind, appealing to their desire to be connected to the sport, to authentically represent the community of athletes and customers and to be outdoorsy.