Case Study


The Blake Project was engaged by Herff Jones to create a new brand strategy for this newly combined 1.2 Billion dollar entity of Herff Jones (graduation gowns, class rings, yearbooks), Varsity (cheerleading uniforms and accessories) and BSN Sports (sports uniforms and equipment) brands. We conducted stakeholder interviews, measured the equity of each of the three brands across all customer segments, created a new brand architecture, renamed the parent brand (Varsity Brands), repositioned it to be relevant, unique and compelling across all customer groups, created the brand storytelling framework, and conducted inside-out branding and customer touch point design workshops to activate the brand promise at each point of customer contact. We also developed a high-level brand plan for them.