With a rebranding from MO Sports, the company focused on using new technologies and eco-friendly practices. It needed to move from selling low-cost products to building brand equity. I led this rebranding, including changing the name to the simpler MO.
Refresh logo, colors, and messaging for a modern look and feel.
Focus on a high-potential target group to expand reach.
Transition from a Korean market to a global presence.
Targeting the new generation of runners was a strategic decision based on a gap in the market. Researching this target group involved initial research but mainly used a method called ethnography. I became deeply involved as a core member and gained valuable insights from there.
In fact, my immersion in ethnography and research on run crew target groups led me to meet my wife in a run crew.
The results
MO successfully reached 10K followers on our primary online community, and our first post achieved over 30K views within a week.
The new brand platform attracted significant interest from investors, positioning MO as a promising lifestyle and technology brand with growth potential. As a result, MO secured its first major investor outside of Korea.
MO launched an international website, secured global investments, and expanded paid advertising into the U.S. market, significantly increasing our social media reach worldwide
The new brand platform facilitated collaborations that enhanced MO's global penetration and expanded our reach. These collaborations included partnerships with specialized running shops, renowned Korean breweries, and leading running crews within the running community.
