Fulmer Helmets
The Situation
Fulmer Helmets enjoyed a solid reputation among owners of independent motorcycle dealerships and had grown to become American's #2 helmet in terms of sales volume. In recent years, however, a lot of influential parts managers had come to perceive the brand as a less desirable, generic motorcycle helmet.
The Goal
Fulmer wished to upgrade their image with the goal of overcoming the resistance of parts managers and appealing more directly to the broad diversity of rider types reflected in their catalog (including nostalgia cruisers, off-roaders, touring enthusiasts, and many more).
The Solution
Tactical Magic developed a new logo which tested very well with riders and carried it through an integrated identity system and marketing campaign - including packaging, sales literature, website, catalogs, consumer and trade ad campaigns, direct response, events, and trade show promotions.
The Outcome
Fulmer Helmets succeeded in improving image perception and achieved greater acceptance among both parts managers and riders. Not to mention raising overall sales – which increased by 5% in a period when overall industry sales were flat. In fact, one helmet design created by Tactical Magic holds the distinction of being the company’s best-selling helmet graphic ever.
“What struck me about working with Tactical Magic on brand identity development was the process. After a thorough analysis of our audiences, our competitors and our own brand heritage, we had a solid strategy to guide our creative choices. The result is what I consider to be one of the very finest brand identities in the motorcycle industry.”
-Arthur Fulmer III