How do you renew the digital presence of a historic brand without betraying its identity?

AESSE is a name that carries an important legacy in the world of technical sportswear. A brand that has built its reputation on quality and performance, and which today finds itself in dialogue with an increasingly fast, fragmented, and digital market. The challenge was not to change, but to evolve: to find a contemporary language capable of enhancing what AESSE has always represented.

Project Objectives

The project was born to strengthen AESSE's digital presence while preserving its premium positioning. The focus shifted towards building a coherent system, where content, channels, and language reflect the brand's identity in perfect alignment. At the same time, communication was structured to support sales during key seasonal moments, transforming every activation into a business lever.

Strategy & Content

We built a strategy that reflects AESSE's most authentic identity, balancing technical heritage and a contemporary vision. A multichannel framework designed to showcase the AESSE SKI and EQP product lines through a seamless narrative, where performance, design, and a sporting attitude naturally coexist.

The editorial plan translated this language into coherent content, inspired by the product itself: technical materials, outerwear, and storytelling that combines rigor and aspiration. The visual and narrative guidelines made every touchpoint recognizable, transforming the content into a solid and distinctive identity system.

Art direction

Art direction translated identity and positioning into a coherent and recognizable visual language, supporting the brand in defining and controlling its image. Every piece of photographic content was supervised to ensure alignment with the positioning, while graphic interventions on posts and assets helped make the visual identity more readable and distinctive. The result is an aesthetic that supports the narrative without overpowering it.

Digital strategy

On the media front, the strategy integrated Meta and Google campaigns, built to accompany the brand's seasonal cycle and amplify its most relevant moments, particularly during the winter season. The work on EQP, an AESSE product line, also fits into this context.

Through B2B campaigns on Meta, we developed a lead generation activity that led to a 110% increase in the collection of qualified leads from potential retailers, at a CPL of €5.54, in just 5 months. A result that speaks not only to the effectiveness of the campaigns but also to the ability to intercept the right target with the right message.

Conclusion

The collaboration with AESSE thrives within a structured approach, where strategy, creativity, and media work in an integrated way. At its core is the Magnetic Branding® method, a proprietary framework that combines insights, data, and vision to build a digital presence that is coherent, recognizable, and performance-oriented. In support of this, the agency's Research Hub fuels the project with ongoing analysis and observation, allowing choices to adapt dynamically.

PREDICTIVE ANALYSIS

The strategy translated into an ecosystem of coherent content, developed and monitored across all digital touchpoints to ensure constant alignment between identity, language, and creative output. Despite the variety of formats, channels, and objectives — from editorial to advertising — the system maintained a consistently high level of brand consistency, exceeding 80%.

A result that highlights not only the solidity of individual activations but, above all, the project's ability to build a stable and cross-functional identity, capable of maintaining AESSE's premium positioning.