Challenge
Since 1977, Miura has been making the world’s finest forged golf clubs. Sway worked closely with Miura to refresh the brand and create new international exposure. Miura had two objectives: redefine the Miura brand and connect with golfers around the world who want to play and buy Miura clubs.
Solution
We reviewed the Miura brand and presence in the market. The first step was to update the Miura logo and image. This evolved into updating the website, images, and video content. The documentary is aimed at instilling a sense of familiarity and to evoke an emotion and personal connection with the Miura brand. This biographical narrative focused on the exciting and unique evolution of the Miura name over the past 60 years as the makers of the world’s finest forged golf clubs. Brand image is controlled through PR and social media management to ensure that the new brand identity remained consistent across all channels. The evolution of Miura will include advertising the new e-commerce website and improving marketing resources for dealers.
Results
The redefined Miura brand has been received very well. Through product launches, social channels, and general P/R we have presented the new brand image. Over our first six months of social management, we have increased followers by 10% across Facebook, Instagram, and Twitter. The launch of the new website and documentary is designed to connect with and educate Miura’s target audience. The documentary will be emotional and exhilarating, taking viewers on a journey through the origins of Miura, the forging process, and personal dialogues with members of the Miura family and management team.
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