| Ansell Occupational Healthcare
2010 REBRAND 100 Winners > notable
Industry: Industrial/Manufacturing, Healthcare/Pharmaceuticals
Enterprise Rebrand
Country Base: Australia
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Ansell Occupational Healthcare is the global market leader in industrial hand protection. Over eight decades, through acquisition and continuous organic growth, its glove offer had grown to include hundreds of styles, many still serving limited regional constituencies and/or low growth segments. In 2007, Catapult Thinking worked with Ansell global and regional marketing teams to define a Product & Brand Portfolio Strategy (PBPS) that narrowed the Ansell glove offer to six core brands.
Challenge - The Core Brand Architecture project was initiated by a global Ansell team to clarify the positioning of these six brand platforms and to establish a single brand architecture and visual identity system for presenting them across the three Ansell sales regions. The project's success required Catapult Thinking to secure alignment from regional teams around the respective application profiles and visual conventions for each brand.
Strategy - The project established a single global positioning platform for the six Ansell gloves we designated "Performance Brands." It defined a hierarchy of branding tools for communicating the system's Uniform branding elements (used via guidelines in an identical way worldwide) and its Unique elements (used more expressively by regional teams to convey market-specific applications or to counter regional competitors).
Result - The core brand architecture approach activated the Product & Brand Portfolio Strategy. By securing buy-in from all three regions, it unified the global presentation of the core brand offers, reducing development costs for related marketing materials. By establishing clear guidelines for platform expression, Catapult Thinking's work positioned the core brand portfolio for more managed growth.
Credits:
Client: Ansell Occupational Healthcare - www.ansell.com
Head of Occupational Global Marketing: Michael Quirk
Brand Strategists/Designers: Catapult Thinking - www.catapultthinking.com
Brand Strategist: Mike Mooney
Creative Director: Jim Adorney
Art Director: Aaron Haesart
Designer: Laura Dalrymple
Research Director: Elizabeth Lewis
Researchers: Katy Knouf, Peter Weeks
Writers: Andrew Graham, Katy Knouf
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