Hackett Brand Bibles 1 & 2

Employed by Hackett as a consultant to the senior management team, my initial mandate was to create a brand strategy to take Hackett to its next stage of growth. Once achieved, my next mandate was to create version 2.0 ever more ambitious, more competitive and ever sharper. Key to this was the creation and then evolution of a unique Hackett style and voice to differentiate it from its luxury and accessible luxury competitors, and give it maximum stand out potential.
I've worked closely with the business over a number of years. My involvement has included stakeholder interviews; competitive snapshotting; market mapping; detailed pricing benchmarking; trend analysis and growth identification; brand positioning; brand architecture leading to 3 sub brands extending the brand to new consumer age groups and style needs; retail implications; range and design implications; communication approach and model.
Deliverables have focused on directional brand bibles, board and investor presentations, and presentations at annual Hackett sales conferences.
Work produced by a raft of agencies, photographers, designers and partners constantly reflects and evolves the unique Hackett way. (Examples included in image uploads)