Pnuma (noo-ma) was a bit player in a crowded arena full of big-name camouflage companies with a short selling season. Our task was to reimagine the brand from the ground up and craft a year-round brand that could stand out, be memorable, and demonstrate sustained growth.
David vs a whole herd of Goliaths. The competition is full of established industry leaders that have massive marketing budgets, and legions of ultra-loyal fans. We had to break through those barriers with a strong message to communicate why consumers should even consider spending their hard-earned dollars on a relatively unknown brand.
Be honest, be real, and always be there when they need you. Hunting gear is not cheap, and it takes a beating. When we created the foundation for Pnuma we set three pillars to build on; Quality, Innovation, and Customer Service. Then we crafted an architecture and vision that would work for every brand touchpoint.
We would Overdeliver, Outperform & Outlast everyone – In the Field and Beyond.
Top-of-the-line gear means nothing if the company doesn’t stand behind it so we set the expectation that Pnuma will always be there for our customers. From product development to the customer service staff answering the phones and the warehouse team packing boxes, we would do whatever it takes to keep our customers out in the field longer. Every piece of brand communication is designed, to be honest, authentic and drives home the message that our gear is Guaranteed for Life. Not for a month, not for a year. For the life of the garment. This message resonates strongly with consumers, even loyalists from the big brands because nobody stands behind their gear as Pnuma does. This message truly makes us stand out amongst giants and gives consumers a reason to believe in Pnuma.
Digital Ad Design
Event Strategy & Design
Web Design & Development
Retail Display Design
Even with zero ad spend from March through July, Pnuma exceeded its 2020 revenue goal of $1.9 million by $468,031 and .COM revenue increased +25% YoY.
.COM revenue increased +25% YoY.
During the hunting season (July – December), Pnuma saw 49% more web sessions in 2020 than in 2019
Increased annual revenue to $4.5 million (+52% YoY)
Pnuma was introduced into Retail, sales increased by $645,000
18 new retail accounts + 28 Scheels
New customers 5,036
Total web sessions 834,184 (+99% YoY)
New users 467,451 (+84% YoY)