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Signal

Campaign and catalogue, creative direction and production

SORT repositioned Signal to encompass a much younger consumer group by developing a complete new strategy for their imagery

Mainly known for their outdoor collections, Signal had lost a large market share especially to the younger segment and found themselves communicating much older than desired. The company wished to reposition to a younger consumer group with a more contemporary branding and chose SORT to develop a new strategy for the repositioning of the brand.

Urban and young

SORT developed the campaign strategy for the Autumn 2009 collection with focus on a more urban and younger communication and won the budget in contest with 3 other advertising agencies. We strengthened the branding through a much stronger profile in order to accommodate the wish for an expansion to younger and more contemporary consumers, yet we maintained the core values of the brand which has been the foundation since the beginning in 1967.