Brand transformation partnership with the customisation pioneer

Brand development

At the start of our collaboration YR was called Luma. Their first breakthrough invention was the digital graffiti wall. We were brought in to create a fresh look for Luma’s product line of digital experiences, including YR Wall.

Soon after, we began branding a new branch of their business that fused technology with fashion. The tech allowed people to customise their garments in store and have them printed live. YR Store was a big hit.

Brand identity

YR’s brand identity has been realigned to support changes in their business strategy over the years. Key milestones have included:

• Creation of YR Store (their customisation fashion brand),
• Rebranding Luma to YR Live to target the events industry,
• Repositioning YR Store from a consumer to a business-facing brand,
• Creating YR as the parent brand for YR Live and YR Store,
• Positioning YR to be customisation and on-demand production consultants,
• Retiring YR Store and YR Live to create a unified, stronger YR brand.

Changes were made over a long period of time by carefully considering their potential business impact. We managed risks by choosing a path of incremental evolution.

Rebranding

The fashion customisation arm of the business was going strong. YR Store concessions were launching in Selfridges, Liberty, Macy’s and Topshop – on London’s Oxford Circus and New York’s 5th Avenue. The retail industry loved the concept and the brand.

The Luma team wanted to leverage the YR Store brand's strength for their experiential event services. They asked us to create YR Live, the sister brand of YR Store. We implemented the new branding across all touchpoints, communicated the change to clients and ensured the rebrand had staff buy-in.

Brand positioning

Rebranding often stands out because it involves changing the visual identity. Brand repositioning is about changing people’s perceptions, but not necessarily the look of the brand. It can have a huge impact, even though it’s less visible.

YR’s business pivoted from catering to the events industry to partnering with global retail brands. We helped underpin this shift with a brand positioning exercise that involved questionnaires, interviews and workshops for staff. Once the direction was agreed internally, we updated YR’s brand communications across their website, presentations, social media, marketing and sales channels. The result was a distinct place in the competitive landscape and a clearly articulated value proposition.

Brand architecture

YR’s brand architecture has changed over the years. We created sub-brands, and new product and service brands. We maintained a cohesive visual identity throughout, consistently aiming to simplify complexities for YR’s audiences.

Brand management

We’ve helped YR grow into a global brand, supporting them with everything from overarching brand strategies to daily design tasks. They now have offices in London, New York, Los Angeles, Tokyo and Hong Kong. Supported by a strong brand, YR has:

• Found a market gap and cemented their position,
• Created a worldwide presence in less than five years,
• Attracted dedicated teams across the UK, US and Japan offices,
• Partnered with the biggest brands in fashion, tech, sports, finance, automotive, entertainment, food and drinks.

Our work demands a deep understanding of YR. As the creator of the brand, we are fully invested in its success. YR’s leadership recognises the importance of branding and knows that it is crucial to continuously invest in it. This close alignment on vision and values helps us maintain a pioneering brand and strong partnership.

Brand audit

Rebranding and brand positioning services involve various research methods to uncover challenges and opportunities. We analyse competitors and audiences, conducting interviews, workshops and site visits to gain insights.

Brand communications

We ensure YR’s brand messages remain relevant, coherent and impactful. Their priorities and target audiences have evolved over the years. But we reflect their positioning as ‘the global customisation partner’ across all communications.

YR’s website and sales presentations are the most important touchpoints. We maintain a consistent quality by handling both content and design.

Brand consulting

Collaboration is ingrained in YR’s identity. YR has built up its recognition by partnering with brands that have cult-like followings. We helped YR shape their team-ups with brands including A Bathing Ape, Star Wars, Boy London, Obey, GCDS and SpongeBob.

We serve as YR’s brand guardians, advising on brand maintenance and growth, from individual designs to holistic brand strategies.