FROM MANUFACTURER TO DESIGN-LED BRAND
Brand repositioning and design
Challenge: Expand into a non-commodity positioning
Deliverable: Brand Positioning, Brand Assets, Logo Design, Brand Standards
Concept: DESIGN WITH PURPOSE AND RESULTS
Agency: Riley Group Inc.
Harbor Industries is a retail fixture manufacturer. Looking to expand out of a commoditized price-based market, they chose to redefine their offer to include “Strategy, Design and Build” not just build. This shift required Harbor rethink how they operate changing processes, adding a strategy department and beefing up their design department. The brand underwent an overhaul of all communications, refocusing on results led by strategy and design. We co-created with the Harbor team to build and new service offer and brand story. From there, we built a modern brand language that supported their thought and design leadership position.