objective

The ambition of the project was to clarify what kind of brand Heymat is going to be, and how it should be built towards the international market. Our client also wanted to increase internal competence on branding within the organisation.

TYPE OF PROCESS

• New brand platform

• New brand strategy

APPROACH

Initially, we completed a pilot project, exploring how the brand is perceived by the German-speaking  recipients. In this phase, we collaborated with Identity Lab, which is based in Munich and Vienna. Their task was to go through the marketing material and provide feedback on how they perceived Heymat.

Accordingly, we initiated an insight phase, analyzing Heymat’s material and relevant social trends. The analysis gave information and insight to outline three potential brand personalities. These were explored together with Dr. John O’Reilly, one of our UK-based collaborators, as well as Heymat’s designer.

To further explore the potential of the personality, Heymat employees were all engaged so as to reflect on what the change in identity would mean for their daily activities. The three potential brand personalities were also tested on international PR agencies. The final brand platform was delivered in English with the chosen tone-of-voice and identity. Heymat designed the platform, while we worked on the structure and text.

impact

• New brand platform that gave them a shared foundation of understanding the brand internally and externally, to ensure that brand identity and operations in all parts of the business are well anchored.

• New brand strategy