Northmace & Hendon
Assured positioning to shift perceptions.
Northmace & Hendon are considered industry pioneers, having invented a succession of innovative products that subsequently became the industry standard.
Despite their rich heritage, and the fact that they supply some of the world’s most prestigious hotels, the perception of Northmace & Hendon had become ‘just another product company’. This was reflected in a basic product catalogue and unimaginative advertising.
Rather than focusing on simply presenting a series of products we took the customer on a journey, re-introducing the pioneering heritage of Northmace & Hendon and emphasising the importance of guest experience and the role of their brand in delivering a seamless guest experience.
A visual language involving both luxurious and technical patterns representing the brand and product was introduced to define specific concepts, and a series of aspirational images were used to develop a desire to become associated with the Northmace & Hendon brand.
The brand positioning was applied to a flagship portfolio, a focused online presence, targeted direct mail and advertising and supporting branded materials.
This resulted in a major shift in brand perception, both internally by Northmace & Hendon themselves, and by key influencers and hotels in over 110 countries worldwide. By placing themselves in the aspirational bracket, Northmace & Hendon are now viewed as a brand rather than simply a product company, increasing market share over non-branded products.