Hard Rock International
2006 ReBrand 100 Winners > best of awardsIndustry: Entertainment & Leisure - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Challenge - Hard Rock is a 36-year-old brand with cafes, hotels, casinos and live venues in over 20 countries (and 6 continents). When it opened in London in 1971, it was the epicenter of hip. Its coolness cachet endured into the ‘80’s with the opening of its first branch cafes in Dallas and New York. But with the departure of the founders and two ownership changes, the company lost focus and the brand began to slip in public esteem. Strategy - A new CEO and CMO arrived in 2003 to confront a nine-year slide in revenues and consumer perception. New management engaged Duncan/Channon to participate in a revitalization of every aspect of the Hard Rock brand experience. D/C helped develop the company’s first brand bible, entitled Word, as well as a customer service book and comprehensive brand and advertising guidelines. Duncan/Channon developed a new “parent” mark for the Hard Rock brand, reinterpreted and unified the existing property identities, and applied the new positioning and brand standards across the full spectrum of internal and external communications. Result - After nine years of slippage, the brand, by every measure, has experienced a substantial recovery in traffic, retail sales and consumer attitudes. Credits: Client: Hard Rock International - www.hardrock.com Chief Executive Officer: Hamish Dodds Chief Marketing Officer: Sean Dee Brand Strategists/Designers: Duncan/Channon - www.duncanchannon.com Executive creative director and brand copywriter: Robert Duncan Creative director and lead designer: Michael Lemme Account supervisor: Liddy Parlato Account supervisor: Joe Oh Ad copywriter: John Munyan Ad art director: Ken Hall Designer: Jacquie Van Keuren Original Hard Rock Cafe identity (circa 1971): Alan Aldridge Hard Rock logotype revisions: Mike Abbink Print producer: Jacqueline Fodor Print producer: Jessea Hankins Print producer: Debbie Hiers Studio designer: Jennifer Moe Media: Leslie Diard Media: Ian Dailey [back] |
