To bring this strategy to life, along updating CSTM’s visual identity, we’ve also refined the brand communication to focus on the stories of resilience from the community of high-mobility professionals. We revamped the website to include testimonials from real customers, shared their stories on social media, and highlighted the rigorous environments in which CSTM clothing excelled.
This repositioning allowed CSTM to carve a unique identity for itself, one that truly resonated with its target audience. By focusing on the resilience of its customers, CSTM was able to foster a sense of community, leading to increased brand loyalty. The brand has not only managed to distinguish itself from its competitors but has also seen an increase in sales, customer retention, and word-of-mouth referrals.
The CSTM case study demonstrates Project Human’s ability to unearth unique brand strategies even in crowded markets. By focusing on the human element – the resilience of high-mobility professionals – we turned CSTM into more than a clothing brand.
CSTM is now a testament to the tenacity and spirit of its customers, standing as a beacon of resilience in the workwear market.