Case Study: Symphony Holdings revives PONY with bold brand positioning and identity by The Yard Creative

Symphony Holdings relaunches PONY with The Yard Creative in 2 global regions

The customer, Symphony Holdings, faced the challenge of relaunching the retro sports brand PONY into a highly competitive modern market. Their goal was to understand rapidly changing consumer behaviors, particularly to see if a 70s brand could find new relevance and connect with a new generation of consumers. They enlisted the branding agency The Yard Creative to conduct research and develop a new brand strategy and identity.

The Yard Creative implemented a solution by first conducting extensive research to identify that modern consumers wanted to feel comfortable expressing their individuality. They repositioned PONY as a "feisty underdog disrupter" with the mantra "Bound by attitude," which championed self-expression and created a sense of community. The agency refreshed the brand identity with a new color palette, fonts, and candid art direction to make it hyper-relevant. The result was a successfully reactivated brand that shouted alongside its consumers and unapologetically did things its own way.

Symphony Holdings