Our client rebranded itself to better reflect its elevated approach to product design and a leading-edge customer experience philosophy. The change was the result of the company’s new mission to build a culture focused on delivering a premium customer experience to the company’s highly affluent and discerning buyers. The initial mission was clear…let people know they had defined a new hybrid category…and show them the proof you had done it well.
Let the product speak for itself wherever possible. By using richly shot photography and elegantly composed video, we crafted print, collateral, video, and TV spot executions that conveyed the unique blending this brand was about. Performance AND elegance. Affluence AND attitude. Beauty AND boldness. In a world fraught with compromise, HCB needed to represent anything but.