HARBOR INDUSTRIES

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:  WE ARE HARBOR

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 to 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 a new service offering and brand story. From there, we built a modern brand language that supported their thought and design leadership position.


Carl and his team were fantastic. They developed a remarkable brand for us, built on specific spaces in which we wanted to compete. A great collaboration!
— Bill Emrich, Vice President of Strategy and Marketing

Brand Positioning Strategy



CONCEPTS



WE ARE HARBOR


HARBOR-IMG4.jpg

TEAM


CARL RILEY

Independent Strategy Director

KILLIAN MCILROY

Independent Creative Director