Strategy, Design, Content, Communications
Assisting an elite safety manufacturer's transformation into an inspiring lifestyle brand for multiple verticals.
Sterling Rope produces some of the world's best ropes and other safety equipment for sports such as climbing, mountaineering and canyoning, as well as at-height professionals like firefighters, arborists and tower technicians. Based in Biddeford, Maine, Sterling Rope was founded in 1992 and their products are produced entirely in the United States.
Reposition a technical product manufacturer into a lifestyle brand that saves lives and allows people to reach new heights and adventure further — and communicate this with a goal of pulling all of their segments, both in work and play, together in a way that elevates Sterling's approach.
Sterling's longevity as an American manufacturer has largely relied on the high-level quality of their products and their ability to articulate the technical features, durability and ease-of-use of their products. However, to break into the next tier of brands they needed a way to tell the story of how Sterling voraciously fits into the lifestyles of people who put their lives on the line every day in their dedicated pursuits.
KINGSPOKE launched a comprehensive campaign to introduce Sterling's new Brand Vision through an integrated campaign with a new voice, tagline, videos, advertising, design and communications plan that is helping to evolve brand perception and increase sales.
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