Case Study: Symphony Holdings relaunches SKINS as a premium market leader with The Yard Creative

Symphony Holdings relaunches SKINS after 18 months with The Yard Creative

The Yard Creative was engaged by Symphony Holdings to reposition and relaunch its compression apparel brand, SKINS, following a turbulent period. The challenge was to re-establish the brand as the market leader after it had been absent from the market for 18 months, moving away from a generic look and technical messaging to reclaim its premium, pioneering status.

The Yard Creative conducted global research which revealed strong residual brand loyalty, guiding the strategy to evolve rather than overhaul the brand. The solution included a new brand positioning centered on "Excellence under pressure," a complete refresh of the brand identity, and the creation of new web design, packaging, and guidelines. The Yard Creative successfully revived the brand to behave as an innovative leader and ultimately set it on a path to become the market leader once more.

Symphony Holdings