![](https://www.coleyporterbell.com/wp-content/uploads/2024/07/Jammie_Dodger_Cover_Image-873x491.jpg)
How going deeper into our audience’s mindset helped us connect
Call it Spring was the same age as millennials, but failing to communicate with them. We helped the brand move away from a broad age-based demographic and dig deeper to reveal a group of customers with a particular mindset instead. The result? A brand that sings out to its target audience, creating the personal connection they value so much.
![Qualitative and Quantitative Audience Research to Create New Brand Identity](https://www.coleyporterbell.com/wp-content/uploads/2021/09/001_CALLITSPRING_STOREFRONT_2880x1620px_-1320x743.jpg)
![](https://www.coleyporterbell.com/wp-content/uploads/2021/09/Call_it_Spring_Photography_01-873x491.jpg)
![Qualitative and Quantitative Audience Research to Create New Brand Identity](https://www.coleyporterbell.com/wp-content/uploads/2021/09/003_CALLITSPRING_BAG_1300x1494px_-427x491.jpg)
![Call it sprint - dark brown boot with white sole.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/004_CALLITSPRING_SHOES_1300x1494px_-427x491.jpg)
![](https://www.coleyporterbell.com/wp-content/uploads/2021/09/005_CALLITSPRING_BILLBOARD_2880x1620px_-873x491.jpeg)
![Call it spring website displayed within a laptop](https://www.coleyporterbell.com/wp-content/uploads/2021/09/009_CALLITSPRING_LAPTOP_2880x1620px_-1-1320x743.jpg)
![A closed book with 'spring summer' on the front cover with the call it spring logo at the bottom.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/010_CALLITSPRING_BRANDBOOK_2880x1620px_-1320x743.jpg)
![Qualitative and Quantitative Audience Research to Create New Brand Identity](https://www.coleyporterbell.com/wp-content/uploads/2021/09/011_CALLITSPRING_ACCESSORIES_2880x1620px_-427x240.jpg)
![Call it spring - a spray paint effect paper bag with the call it spring logo in the centre.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/012_CALLITSPRING_BAG_2880x1620px_-873x491.jpg)
![Call it spring - a booklet containing 'Laugh until it hurts' on one page and a man in a leather jacket a polkadot shirt messing with his hair in another.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/013_CALLITSPRING_BRANDBOOK_V2_2880x1620px_-1-1320x743.jpg)
![Call it spring - A new pair of white/tan sandals on a hanger on a grey background](https://www.coleyporterbell.com/wp-content/uploads/2021/09/014_CALLITSPRING_SANDALS_1300x1494px_-650x747.jpg)
!['You & me' stylised text on a green background.](https://www.coleyporterbell.com/wp-content/uploads/2021/09/CALLITSPRING_QUOTE_1300x1494px_-650x747.jpg)
!['A brand guidelines' on a poster on a yellow wall/floor background](https://www.coleyporterbell.com/wp-content/uploads/2021/09/CALLITSPRING_GUIDELINES_V2_2880x1620px_-1320x743.jpg)