Designate Re:Brand was asked by HCF to refresh the brand for the first time in 20 years. During the past 18 months the team has worked diligently on this exciting project to completely refresh the well-known, iconic brand into a more contemporary identity, highlighting their history of innovation and vision for the future. Designate Re:Brand was initially commissioned to conduct a Design and Competitor Audit to assess the consistency of the brand’s visual execution and then benchmark the brand’s visual communication against stated brand values and assess its position within HCF’s competitive environment. Our findings identified the brand’s strong heritage but also discovered a tired visual identity, long overdue for a refresh.
The logo mark and brand guidelines we produced have assisted with the application process and roll-out of HCF’s website, communication collateral, retail outlets, new staff uniforms and much much more. Designate created a new brand identity and visual language strengthening the HCF brand for the future.