Our Work –> Anatom Ltd – Company Identity, Products & Services Communications
1OVERVIEW – Anatom is one of the UK’s leading distributors of outdoor equipment and accessories, as well as providing industry leading training and development through Anatom Academy. They have represented some major international brands including SmartWool, Superfeet, BCA, Teko and many more. For 6 years, Adrenalin worked with Anatom as its external design and production department.
2 BRIEF – The company needed to move away from its original mountain sports focus and establish the broader benefits of its anatomically-beneficial products, as well as expand distribution in the outdoor footwear market. Targeting both trade and consumer audiences, communications needed to represent this wide spectrum of internationally renowned specialist brand names.
3 CREATIVE – Ideas generated from a review of the marketing strategy and consumer benefits resulted in the new company name, ‘Anatom’. Visuals and final concepts evolved giving it a contemporary, professional look and feel in line with the new brand positioning. To launch the new company name, the proposal for the creation of a campaign of tabloid-format newsletters was born.
4 PRODUCTION – The new branding was used to refresh stationery, brochures, collateral and display graphics. New designs included advertising campaigns for SmartWool and Superfeet for trade and consumer specialist publications and a series of leaflets in 10 European languages. ‘Life Support’, a content-rich, twice-yearly newsletter, was produced in an A3 easy, dip-in-and-out format for retail staff.
5 DELIVERY – The company continues to go from strength to strength changing and adding products to its range, all of which sit very comfortably under the Anatom umbrella branding. ‘Life Support’ became an instant hit with the trade, helping to consolidate Anatom’s growing reputation. In 2011, the Anatom brand debuted as a consumer brand with the launch of its own-brand range of technical hiking boots.
1 – SMARTWOOL OUTDOOR ADVERT #1
2 – ‘LIFE SUPPORT’ NEWS MAGAZINE
3 – SMARTWOOL POP-UP BANNERS
4 – SMARTWOOL SALES SHEET
5 – SMARTWOOL LIFESTYLE ADVERT #2
6 – SMARTWOOL RETAILER ADVERT
7 – SMARTWOOL ‘ADRENALINE’ SHEETS
8 – SUPERFEET COMMUNICATIONS