1. Fresh impressions.
  2. The demand for individuality.
  3. The value of good design.
  4. Building brand awareness with video.
  5. The importance of brand standards.
  6. The power of simple messaging.
  7. Accuracy creates credibility.
Challenge

Starcraft’s brand identity was ready for a change: it had a highly recognized name, but the overall look and feel was lacking a sense of cohesiveness. To make matters worse, a change in corporate structure had moved much of Starcraft’s leadership under another brand owned by the same company. Both brands were worried about diluting their reputations and competing without differentiating messages. Starcraft needed a new brand position that separated itself from its sister company, while giving the brand a stronger, more recognizable presence at the dealership level.

  • STARCRAFT | Logo STARCRAFT | Logo
  • STARCRAFT | Positioning line STARCRAFT | Positioning line
  • STARCRAFT | Brand strategy, positioning & personality STARCRAFT | Brand strategy, positioning & personality
  • STARCRAFT | Consumer website STARCRAFT | Consumer website
  • STARCRAFT | Sales literature STARCRAFT | Sales literature
  • STARCRAFT | Product photography STARCRAFT | Product photography
  • STARCRAFT | Brand introduction materials STARCRAFT | Brand introduction materials
  • STARCRAFT | Dealer sales materials STARCRAFT | Dealer sales materials
Solution

After extensive research, we began exploring new positioning lines that built on the tradition of Starcraft, but still positioned it to compete against the competition. In addition to a new positioning line, we also updated the company’s logo and developed a new identity with a distinct point-of-view: Starcraft is the pure, simple camper company, with products designed for consumers who don’t want to pay for features they’re not going to use.

Result

The new identity was rolled out with a strong simple color palette, and a playful personality that separates Starcraft from the rest of the industry. A simplified, informational approach to marketing communications materials has resulted in dealer excitement and a growing awareness of the Starcraft brand throughout the RV industry.