Vanguard
POC Branding Strategy
2012
The esthetic must communicate the technology
The VANGUARD sub-brand is the product of an extensive brand strategy process. During their short brand history POC has been able to differentiate themselves in the market with a unique aesthetic style. Despite this, POC fails to address important brand catalyst users. These users have authority in the sports and must be targeted to add credibility to the brand. VANGUARD was born out of this unmeet need.