Since 1938, Hutzler has been producing some of the best house and kitchenware on the market. Their products are recognizable around the world, but their name, and brand, was a different story. A family-owned and family-run business for over 70 years, asked us to put a face on their legacy.
We created the new Hutzler brand to bridge the continuum of innovation that connects the past, present, and future of the company. In the logo, the break between the “T” & “Z” represents a mark in time, well suited to the new tagline “Fresh Since 1938” —a three word encapsulation of the company’s over 80-year old history, their enduring commitment to innovation, and the practical function of their offerings.
We took Hutzler from a brand that created products to a brand with a mission: to empower families with the freedom to make healthy food choices. Insights from our research revealed the two main buyers were single women between the ages of 24-45, and “millennial moms” who wanted to be smart and forward-thinking about the choices they made for their families. We took this as an opportunity to define Hutzler’s vision as the brand that would “keep fresh food, fresh longer.”
To exude the “fresh” strategy we created packaging that evoked the airy simplicity of Northern European design practices —elegant, clean, and allowing the product to speak for itself.
Internal and external corporate identity was also a large part of our Hutzler mission. Business cards, letterhead, web and mobile responsive web platforms were all revamped in the new brand elements. Like their products, each of these assets projected an ironclad competence that was accessible and easily used by all employees to maintain brand consistency.
Total Defense Branding
GOING BEYOND PROTECTION
Total Defense gets a new brand that goes Beyond the competition
As a new internet security company, Total Defense needed a brand that would allow them to stand out and compete against industry leaders. After naming the company, I led a team of specialists to build the new brand anchored around a “beyond” the category strategy. While the competition focused on selling features and software, we positioned Total Defense as more than just internet security, and differentiated the company through a relentless commitment to protect their customer’s digital lives through a multi-layered offering of software, services and support that goes Beyond Protection.
To stand out in the crowded retail shelf space against better known internet security providers, we designed the packaging to look like “pentagon level security.” Sleek, with a masculine color palette —the silver foils and raised emboss attracted shoppers to pick up the product, while allowing them to feel the multiple layers within the shield.
The inspiration for the brand came from the layers of protection from the Roman centurion’s armour. After establishing the Beyond Protection tagline, we went to work on building a brand that would be known for their multi-layered approach to protect businesses and consumers from cyber criminals.
At the heart of the brand redesign was the eintire digital ecosystem. We modernized the company’s ecommerce website, product interface design, partner portals, email programs, landing pages, and social media properties.
Total Defense Videos
When CA Technologies sold their internet security division to a private equity firm, our team was called upon to rebrand the new company and also disrupt the category with memorable video content that positioned their products and services to everyday people in an approachable manner. We enlisted the help of Michael Strahan and John Walsh from America’s Most Wanted to teach us about the dangers of internet security. Our team produced numerous videos from concept through full production and ignited the channel with a new brand ready to challenge the status quo.
Select Videos to View
Introducing, “Michael Geekhan”, the toughest defender on the grid iron, now teaches businesses how to defend against the toughest online threats.
To further differentiate the new Total Defense brand and capture attention from both consumers and the b2b channel we paired John Walsh and Michael Strahan as “bad” cyber cops.
Michael Strahan and Ian Eagle team up to inspire sales reps in the tech channel to get excited about the new Total Defense brand. Watch out Denzel!
Anti-Virus Product Video
We extended the campaign to include a series of product videos with performances from our two cyber cops that would make Reggie Hammond and Jack Cates jealous.
MOBILE SECURITY VIDEO
Our dynamic duo ease the fears of a paranoid caller by delivering easy to understand benefits of Total Defense Mobile Security.
INTERNET SECURITY VIDEO
Worms, trojans, and spammies are just some of the cyber threats our caller fears, but Walsh and Strahan educate him on how to get Total Defense.
INCREASING VALUE, FOR A POPULAR PLATFORM.
When Intuit created Demandforce, their ad-tech platform for small businesses, they still needed compelling and strategic creative that would increase appointments and keep customers engaged year-round. Because small businesses aren’t marketing experts, they approached us to create a year-long calendar of agency-quality content (both design and copy) to feed their platform. After an intensive research phase, we created turn-key marketing solutions–including unique content, strategy, and creative–for over a dozen verticals all the way from automotive to nail salons.
Not only did we study up on industry white papers and trade publications, but we also hit the pavement to talk to individual business owners in each vertical, learning about their specific industries, their most popular promotions, and high and low seasons.This helped us create a strategic calendar of promotions and other value-added content to deploy over the course of a year.
- NEW YEARS
- PRIMARY CARE
- SPA & SALON