Case Story: Haworth, Inc. Corporate Identity Development
Business Products Office Furniture
Brand Positioning / Corporate Identity Development / Brand Communication
Based on its innovative product design, this leading office furniture company unifies its brand positioning and identity to become a global leader in defining and supporting the way people work.
After a decade of global acquisitions, Haworth had grown to become the world’s second largest manufacturer and marketer of office furniture and corporate facilities management services. As a result, Haworth’s brand and product offerings had become blurred and fragmented in the minds of its major corporate customers and influential industry professionals, architects and specifiers.
To gain global marketing and sales efficiencies, Haworth determined it must consolidate its diverse product lines, marketed under various trade names, into one global brand identity, and reposition its brand to a more design-driven customer segment. Working with Haworth’s leadership and product marketing teams, PULL was retained to help Haworth redefine its global brand positioning, and refine its corporate identity system implemented across its global operations. We designed a refined logotype and positioning tag line “furniture for what’s next” to communicate Haworth’s forward looking vision to develop and bring to market office furniture products that support the rapid pace of change in the working environment.
To bring this story to life for Haworth employees and customers, we developed a comprehensive corporate and marketing communications messaging guidelines to unify its global messaging and product showroom facilities around the world. Over a three year period, we helped Haworth marketing teams execute this initiatives over all its product marketing and sales groups.
Today, with over $2 billion dollars a year in revenue, Haworth continues to innovate the industry through office furniture solutions that are specified and installed in the facilities of leading corporate customers all over the world.