When first researching into Slazenger as a brand, what stood out to us was their abysmal social media presence. It’s clearly evident that the brand do not keep up with the high demand of customers, because if they did, we would see a consistence, exciting social media presence.

At the end of the day, a brands success will obviously depend on it’s quality – but the brands will struggle to be recognised without advertisement. Whilst print media is still very common and powerful, we have entered a new era, in which social media dominates advertisement.

Two of the most prominent social media apps for advertisement are Twitter and Instagram – so what does Slazenger’s Twitter and Instagram look like?

As you can see from above, the Slazenger logo’s for both social media’s don’t even match! How are users supposed to know whether the accounts are legitimate when there’s no consistency? The twitter header is very crowded and hard to read because there’s so much writing – this isn’t going to attract users as they will be put off by all the reading and therefore won’t read it. The last tweet was nearly two years ago, which shows how little social media presence they have.

TIME TO CHANGE THIS!

Slazenger’s new Twitter represents the contemporary era that the brand are entering. With the simple and bold header, we’re reinforcing Slazenger’s focus on their heritage, whilst not giving the users too much to read on the screen. The photo tweet shows celebrity endorsement; due to Slazenger partnership with Serena Williams. This will attract sports fans attention to the brand – who will more likely buy the goods, if they know Serena Williams wears and uses it. The short bio ‘Since 1881’ proves the accounts legitimacy, as the slogan is being repeated on all social medias.

Above is the re-vamped Slazenger Instagram page. The logo matches the Twitter logo, which makes it easily recognisable for social media users and shows that it’s the legitimate account. The bio is short and simple, featuring the hashtag ‘#Est1881’ which will accentuate Slazenger’s global village and will attract more interest into the brand. The second row of posts follows a theme and promotes the concept of Athleisure – which we want to draw focus on for the re-brand.

There we go, the social media revamp for Slazenger. This will play a massive role in attracting customers and will catalyse the success for the re-brand!!

Hey guys, as you can see from the advertisement proposal, we really liked Spotify’s way of advertisement and wanted to use it as inspiration for our own advertising!

The simplicity, humour and consistency were the 3 main factors that we took from Spotify and want to follow. Let’s see if you think we followed this!

These play on word phrases not only link to the Slazenger’s heritage, but also joke about Tennis and feature Andy Murray. The history, sports and celebrity endorsement is a big reinforcement throughout the re-branding and the print advertisements display this.

Despite the take-over of social media, Billboards are still a significant form of print advertisement that remains successful all around the globe. This is because Billboards are very flexible and can be placed anywhere: on the sides of buses, bus stops, cities, on the side of popular roads. This makes billboards very accessible to pedestrians, drivers, cyclists etc and therefore is a very smart from of advertisement to attract a re-brand.

All billboards are themed with Slazenger’s colour palette, which makes the adverts easy to recognise and let customers begin to assign the green and white colour palette to Slazenger. This begins to bring back Slazenger’s identity and makes the brand unique again – which was a key aim for the re brand. All advertisements also feature the Slazenger logo and the typography; this consistency is key for the advertising revamp, as it promotes the innovation Slazenger has gone through and will make sportswear and equipment consumers trust the brand more. Especially the celebrity endorsement of Andy Murray will attract his fans and will enlarge the fan base of Slazenger.

What does everyone think? As a group we feel that these advertisements fit the aims and values of Slazenger perfectly. Now, we want to continue this theme onto the social media re-vamp; you’ll have to wait until the next post to see if we achieve this!

After choosing from the 2 potential new logos, we picked this one!

We feel this design suits the values of Slazenger that we’re trying to reinforce more. The fresh green and white colour palette gives connotations of an innovative brand that is modernising their content, to keep up with the high demands of sports fashion. The shape of the sphere also creates the vision of a tennis ball – which is a significant feature of the heritage focus of our re-brand. We want to bring attention to Slazenger’s heritage and promote the longest sporting sponsorship with Wimbledon and their tennis balls.

Whereas, whilst the other logo was heavily heritage focused with the black and gold, it didn’t really scream a sports brand. It’s important that within this re-branding process, we evenly balance out the emphasis on Slazenger’s heritage and it’s sportsmanship prestige as a brand.

However, we didn’t stop there. After deciding on the first redesign, we looked into what we could improve. Since we’re reinforcing the heritage aspect of the re-brand, we decided to underline the ‘Est. 1881’ just to show the significance of it’s history!

We hope you all like it as much as we do!

The next step in the re-brand of Slazenger is re-designing the logo. Here’s Slazenger’s current logo:

It’s clear that the brand has chosen a very simplistic look, with only black and white as their colour scheme. Usually, the simplistic look is favoured within today’s contemporary society, as consumers enjoy a nostalgic touch to their brands. However, this approach clearly did not work with Slazenger.

Not to worry though, we’re going to create a new logo that WILL WORK!

To start us off, we need to think about a colour scheme. I reckon a light green would work well as it gives connotations of freshness, health and optimism. What a perfect bunch of words to describe our values for the re-brand!

Above is a colour palette I created of several green shades, to decide which one best suits our re-brand. Out of the 6 shades, the bottom right was the winner. This is because it balances both the boldness and brightness – meaning the font will stand out and won’t blend into the lightness. Next is the font choice!

My favourite out of the 4 is the brittanic bold font; it’s boldness will catch customers eyes, without being too difficult to read.

We as a collective were certain that the new logo would feature a reference to Slazenger’s heritage. We feel the brands rich history isn’t appreciated enough so we wanted the re-brand to focus on where the brand all began! Since Slazenger began in 1881, we thought it would be a good idea to incorporate ‘Est 1881’ into the logo!

Personally, I think the sphere is more eye-catching and modern than the rectangle. The rectangle is more standard and boring – which will definitely not attract the customers!!!

Above is my final re-design. I moved the ‘Est. 1881’ central, as it shapes ‘Slazenger’ better. I also added a little ‘TM’ underneath the typography, so we’re following the branding laws and guidelines. Finally, I added an outlining to the sphere. On InDesign, this is called a stroke, which I altered to ‘thin-thin’ on 20pt with green fill. I feel like this gives the logo a little extra touch of elegance.

That’s it for now guys, you’ll have to wait until the next post to see what our second re-design is!

Below is our PR letter for Slazenger we want the best outcome for our rebrand of slazenger to see if it would spark interest into some of the top selling magazines and newspapers. In the PR letter it sets our clearly what we want for the rebrand and what we want for our customers at slazenger.

Like I stated in the previous re-branding blog post, it’s crucial to outline the weaknesses of Slazenger before we actually re-brand it. This is exactly what the SWOT analysis provides, except it isn’t as pessimistic as JUST outlining the weaknesses. It also provides the strengths, opportunities and threats of the brand!

Here is our SWOT analysis for Slazenger:

As MindTools states, a SWOT analysis ‘helps you to build on what you do well, to address what you’re lacking, to minimise risks, and to take the greatest possible advantage of chances for success.’. We as a company can now take these factors and focus on them for the re-branding – in order to make Slazenger the best that it can be!

Reference: SWOT Analysis: How to develop a strategy for success. MindTools. Accessed March 3, 2020. https://www.mindtools.com/pages/article/newTMC_05.htm

Not only do we have to create an app, but Synergy Media also has to re-brand a company as part of our project too.

We must pick a brand that we feel isn’t developing as well as it should be (for whatever reason that may be): the demand for the produce isn’t as high anymore, the competitors in the market are taking over etc.

We then outline why this brand isn’t as successful as it should be and focus on those elements to improve the most.

After that, we completely refurbish the brand and transform it into a company that should re-soar the market. By doing this re-branding task, it will build upon our skills to identity the weak elements of a company and will teach us it takes to be a successful brand.

For our re-brand, we have chosen the sporting company Slazenger!

We decided to choose Slazenger for our rebrand as it is one of the starting sporting brands which initiated the worldwide craze within branding itself. The issue appears to be with this specific brand, is that the clothing sales are not peaking however its more the tennis produce, the lack of social media influence and even website style and dated look is very noticeable and it’s clear that a rebrand is needed.

The brand actually specialises in a lot more sports than consumers realise (Tennis, Golf, Swimming, Cricket, Hockey) but if we as consumers don’t realise this, then clearly there is an issue with the brand itself and not being recognisable enough? 

We also believe that whilst the company is still selling products, they haven’t really put effort into keeping up with trends and releasing products according to demand. There is no USP of We do not want this to erase the historic heritage that the brand has and therefore want to rebrand Slazenger, in order to bring back the powerful reputation it used to have within the sports industry. 

The sportswear market is competitive and it’s important that instead of sitting in the back seat of the competition, Slazenger rises and faces the markets most well-known brands such as Nike, Puma and Adidas. 

It could also be argued that Slazenger have very little social media influence, with content rarely posted and very little followers in comparison to the competitors Nike and Puma etc.

Keep following our blog to see the developments of our re-brand project!