Nomis Design exploded onto the snow and skate
apparel market, becoming a cult brand with big buzz. But
exploding growth can overtake even the most grounded companies – especially
if you don't know what the key elements of your brand are,
where your passions lie, and what not to change. Brand Alignment
Group was engaged to work with Nomis in development of a
brand charter that would help guide it forward and map the
future direction of the company.
Nomis was
a company founded with strong family ties by brothers Mat
and Simon Chamberlain and several of
their close friends.
But, starting out life in a condo bedroom and growing to
be a million dollar company in just a few years was taking
its toll. Too much to do and too little time was leading
to an erosion in the powerful ties and philosophy that had
bought the company together in the first place.
Through the work with Nomis,
BrAG uncovered an unusual core for an apparel company, one
that was much broader and more
inclusive than that of the typical counter-culture alternative
sports company, one born of the desire for respect and acceptance,
and from the family roots of the company. This core became
the cornerstone of the brand charter and also acts as a powerful
differentiator in the marketplace, drawing people from across
the globe together.
The resulting brand promise “Nomis
people are family” has
become the guide for actions throughout the organization
and president Mat Chamberlain calls the brand charter “the
most important work we have done as a company”. It
is used every day to help shape decisions around issues as
diverse as design of the clothing lines, to hiring of sales
representatives and development of partner relationships.
The Nomis brand today is still rooted in the
family ties it came from, but has grown into a worldwide
family of people
who share passion for the boarding lifestyle, who want
to feel that they belong to something real.
Today, as in the beginning, Nomis people are family.
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