Repositioning and Rebranding Polaroid For A New Generation of Fans, Enthusiasts and Shoppers.
Before launching Kley, our co-founder Brad Klemmer was the Creative Director at William Morris Endeavor (WME) Marketing. While at WME, Polaroid was acquired by a private equity fund. Polaroid leadership asked our team to reposition Polaroid for a new generation of enthusiasts, reestablish brand awareness, and redefine the Ecommerce experience.
The brand was repositioned to better attract millennials while activating Polaroid’s existing online community equity. After expansive research and testing, Made In Polaroid was born. Polaroid.com became the intersection of content, product, and community for showcasing user generated artistic and expressive content. The site also featured artists from the web world along with celebrity tastemakers and Polaroid enthusiasts such as Lady Gaga, Tokyo Police Club, The Kills, Chase Jarivs, and many more.
Our work for Polaroid received numerous accolades including Awwwards site of the day, and the Creativity International Awards “Silver” for Consumer Website.