Better in Balance

Situation:

Sales of SUP were at their all time high coming out of the 2020 pandemic era. But, as people went back to work, and started to come back together again, the business needed to re-evaluate how it went to market, and how it could continue to sustain success.  

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Opportunity:

Provoke a realization that SUP was more than an activity, but a way to create more balance in your life.  

This would shift perspective on consumer buying habits... disrupt a now very competitive and me-too category, and establish ISLE as the leader.  

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Strategy:

​Better in Balance

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Balance, at its core, is the simple understanding that there must be harmony. A simple idea that seeks to focus.  Seeks to understand that for every up, there must be a down. Every in must have an out. A realization in the power of finding a union between forces of nature.  

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Behaviors:

Balance had to be more than a strategy... it's how we start to engage and present ourselves.  Yes, we sell SUP, but we need to showcase that we are more than what we sell.  We need to collect and share all the ways that your SUP will help you find yourself in better balance.  

• Mindfulness - the calming, connected nature of water.

• Body - the physical act of maintaining balance.

• Board - the balance of solitude and community on the water. 

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A Balanced Evolution:

• We worked with ISLE's internal marketing team to re-imagine the brand assets, from identity, photography, colors and usage.

• Building a new web experience, to not just buy SUP, but to create a community. 

• Go-to-market strategy and assets focused on key selling seasons.

• New partnerships that extended the reach of the brand.