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News Posted on — 2013-01-31 15:58:21




The Back Story

Incase is a global name and iconic lifestyle and accessories brand. Over the years, it has influenced culture with its industry-bending trends in the bag, sleeve, case, power, and even in the collaboration space. Like us, its brand thrives on establishing longstanding relationships, and its partnership with Apple is a notable example.

We were delighted when Kelly Magrath, its Senior Vice President of Marketing, engaged us to create a new overarching communication strategy, eCommerce platform, and global campaign toolkit. We were faced with an aggressive timeline, a serious amount of work, and ambitious growth goals. Always fearless in the face of a challenge, we got started, excited.

A fresh brand story

Incase designs, tests, and redesigns products with painstaking care, helping its consumers power and protect devices and tools. Every stitch and thought that goes into the Incase making process is influenced by the lifestyle and daily habits of the consumer, and every consumer has a unique ‘use case’ because they each use bags and tools differently. We defined our strategy around this quality, identifying that Incase creates products ‘Designed for You.’

‘Designed for You’ is true to the founding principles of Incase and brings human personality to the picture. It positions the brand regarding what it offers and its point of differentiation. It creates the perfect opportunity.

Incase Designed For You Brand Campaign Tagline

Establishing fresh brand standards

With ‘Designed for You’ we showcased the real-life situations for which Incase products are designed. Our strategy and creativity was similarly focused on authenticity: the custom typography - a hand-crafted script based on the handwriting of Incase’s Moses Aipa - and the lifestyle photography are both human elements that offer context to the function and beauty of the product.

We also established a flexible messaging system that aligns with the visual system, further communicating the brand’s personality and concentrating on the best design elements of the products, showcasing with precision the way in which they create a better experience. Our strategy centered on taking a motivation, lifestyle, or situation, and creating a unique headline; these headlines connect product functionality to the moments that matter most. When marketing a travel bag, we utilized the challenges of travel and positioned Incase products as the answer. ‘Designed for You’ is adaptable; the subject can suit any situation and become ‘Designed for Long Days’ or ‘Designed for Road Trips,’ for example.

Incase Designed For Comfortable Commutes Campaign Imagery
Incase Designed For Globetrotters Campaign Imagery
Incase Designed For Long Days Campaign Imagery
Incase Designed For Your Passions Campaign Imagery
Incase Designed For You Campaign Advertisement Range Backpack
Incase Designed For You Campaign Advertisement Sean Malto Travel Essentials

Creating a global library

After defining the Incase brand and visual direction, we moved into the content creation stage; here, we developed a brand library of lifestyle photography across a wide range of product categories.

We shot with two photographers in two cities, with one goal: capture moments and situations that our consumers experience every day, such as riding the subway or cycling to work. With Incase, we created an archive of photography for print, digital, and outdoor materials to educate, inspire, and connect with consumers.