Blu Spero is a start-up boutique with plans to grow a national fashion retail brand built on a shared vision of personal service, fresh merchandise and customer-friendly pricing. The company was founded by successful entrepreneurs with an impressive track record of winning businesses. A rapid roll out of ten locations strategically placed across the southern United States in just five months was planned. An additional ten openings in markets across the country were planned for the following 12 months, as well as a franchising introduction. FUSESENSE was brought in as a partner to not only launch and market the brand, but to create it as well.
As successful retail franchisees, Blu Spero's owners were more than comfortable with the operations side of the business, but building a brand was a challenge far outside their comfort zone. Just 90 days prior to the opening of the first location, FUSESENSE sat down with the founders and began the process of creating a brand from the ground up.
From The Ground Up
With a clean canvas to create from, FUSESENSE began building a solid foundation. The brand architecture - including the company mission, vision, values, personality and tone of voice - set the course for all work to come. With locations secured in many major malls across the southern United States, Blu Spero had to be built in a scalable fashion ready for rapid national expansion.
What’s in a Name?
FUSESENSE took on the extensive process of developing name options that were in sync with the brand architecture. Names needed to be naturally relatable and convey the personality and values of the brand. FUSESENSE also conducted trademark research and worked with the legal team to ensure availability and registration of the new name and logo.
Making Your Mark in Fashion
FUSESENSE was tasked with developing a brand identity that was bold and easy to recognize. Blu Spero needed a unique symbol that could stand alone as well as potentially be incorporated into future ancillary product lines.
Color Me Beautiful
Colors have meaning and aligning those meanings with the Blu Spero brand was essential. FUSESENSE explored a variety of options, evaluated brand alignment and assessed the ability to standout in the marketplace.
Consistency of application is key in successfully building a brand. FUSESENSE created guidelines to emphasize the importance of the overall brand and illustrate how its elements should be used.
Living The Brand From The Inside Out
Effective internal communications is essential to gaining team members' support for external branding. Based on Blu Spero’s rapid growth plans and the potential need to hire 80-120 new employees in a six-month period, the desire for a unified communications guide was apparent. FUSESENSE developed a plan by gathering input through one-on-one conversations with employees and aligning findings with day-to-day operational systems. This boosted company culture and built consistency for informal and formal communications.
We Want to Take You Hire!
FUSESENSE helped to streamline the hiring process and by developing a comprehensive employee manual that is simple to follow and visually appealing. This tool incorporates the brand culture and values.
FUSESENSE created a well-branded look and feel across all environmental signage and merchandising collateral. We conducted a full brand audit and explored trends in the fashion industry to ensure that needs were fulfilled in a style consistent with the brand. The overall plan and guide accounted for all visual branding opportunities within a store and ranged from grand opening and promotional signage to merchandise tags and customer bags.
Lights, Camera, Fashion
Visual appeal is critical in the fashion industry and that was the mindset when FUSE created Blu Spero’s own stock photography catalog. We worked hand-in-hand with our photographer and Blu Spero models to capture images that could be used across all marketing platforms.
Dressing Up The Dressing Room
How Many Items?
FUSESENSE developed an original, acrylic dressing room sign design to add branding to an often forgotten area within the store. The acrylic material provided associates with a simple and sleek means to write customer names and item numbers.
“Gotta Have It,” “Leave It,” & “Maybe”
Divider signs were created as a simple solution to the often complicated task of organizing items in the dressing room.
Find Your Trends on the Web
FUSESENSE developed a primary website to highlight Blu Spero’s lookbooks and personality and support the employee application process. FUSESENSE worked to integrate an online store solution with the merchant software, Lightspeed. This resulted in accessibility from within the store and online to create a better user experience. FUSE focused on the needs of the client and developed a customized, responsive website that delivers easy access to both product information and employment opportunities.
FUSESENSE integrated a robust E-commerce solution through the Point of Sale (POS) platform, Lightspeed focused on the younger female target audience. The system was built for a more fluid integration from the brick and mortar POS system to the online shopping experience. The online store was a missed opportunity for obtaining new sales from consumers both in Blu Spero's markets as well as other locations where they do not have a physical store. We worked closely to build custom stylings into the platform for consistency from the main site to the online store.