Brand

RLS

The ask

Pivot a product brand to launch the world’s most effective concussion reducing ingredient brand. 

Create an ingredient brand in the safety category that people like as much as they trust.

Strategy

The reality is current available helmet technology isn’t doing enough to reduce the risk of traumatic brain injury. But exposing this truth to helmet wearers impacted Release Layer System’s (RLS) ability to license their tech to helmet companies by making their existing product appear unsafe. We shifted focus from the technology to what truly matters – protecting the humanity of the wearer.

  • Naming
  • Strategy
  • Brand Development
  • Product Positioning
  • Advertising
  • Brand Architecture
  • Brand Campaign

Solution

Concussion reduction category leader MIPS built its dominance by selling a “brain protection system,” teaching people that no MIPS means a helmet isn’t safe. We took a divergent path—protecting not just the brain, but the human mind. By celebrating what makes you you, RLS was able to transform remarkably safer tech into something deeply human and refreshingly relatable—a brand that protects life’s experience, not just the head. Our ground up ingredient brand creation hydrated RLS’ tech proposition with a dimensional, relatable, and lovable personality.

  • 3D Motion Design
  • Packaging
  • Product Photography
  • Print
  • Brand IP
  • Brand Identity
  • Video

Make technology as human as what it protects

Technology alone gives people little reason to care. But what it protects is another matter. So we built the RLS brand world around the moments, memories and experiences that accumulate over a lifetime. By putting the things that make each of us who we area at the center, we transformed an abstract technology into a deeply human reason to believe.

Animated in house

All CGI animation was conceived, exectuted and produced entirely at GFC. We keep production close whenever we can, using our capabilities that reach beyond developing ideas alone.

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