Practical Brief

Hi-tec 

• Sportswear brand, focuses mostly on walking boots, but also other sports trainers.
• https://www.hi-tec.co.uk/blog
• Have a blog on their website, slightly outdated way of communicating info to the audience, think of ways to make the audience respond better to the brand. 
• Their walking boots are used on 'I'm a Celebrity Get Me Out Of Here' . Trying to get those who wear them to promote them on Instagram, could use this as a way to present their sportswear trainers to a larger audience as well. 

One website shows only squash trainers and combat boots (https://www.hi-tecsportswear.com/sports-fashion-footwear-collection/) and the other shows the whole sports brand (https://www.hi-tec.co.uk/womens/collections/best-sellers/). 

There's a heritage timeline for their shoes on their  website: https://www.hi-tecsportswear.com/heritage.

The new collection could be something to re-brand to a younger audience as it has potential to be seen as streetwear as well as sporstwear, could increase brand loyalty as streetwear brands have more brand loyalty since people feel they can express themselves through that particular brand. 

Title

Hi-tech Rebrand

Background

Hi-tec is a sportswear brand producing trainers for a variety of sports as well as walking boots for both men and women. Currently other big brands such as Nike and Adidas dominate the sportswear market, reducing the awareness of smaller brands. As a result Hi-tec are rebranding to reposition themselves within the market and increase their customer loyalty.

Brief

To re-brand Hi-tec sportswear, re-positioning it within the market with the aim of increasing brand loyalty within the consumer market. The branding must be appropriate to the company whilst considering the target audience and their lifestyle.

Deliverables

Brand guidelines booklet, including visual examples, such as products mock-ups.

Mandatory Requirements

Must include the original brand name Hi-tec within booklet.

Research Aims

To explore the how a brand can re-position itself to appeal to a new customer lifestyle dynamic, with the intention of increasing brand loyalty.