The Challenge

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Following a change of ownership of the business in 2023, the new leadership team were looking to refresh the Harlow brand with a name change, an update to the visual identity, and some new messaging that would form a strong foundation for future growth.
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The business had changed a lot over the years, diversifying its offering beyond print into non-clinical supplies, fulfilment support and software solutions. The existing logo and branding created in 1977 needed an update that reflected the business as it stands today and the plans for future development.

At the same time, the new leadership team wanted to retain the successful heritage of the business and maintain brand recognition with existing customers, while ensuring buy-in from an established team.

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The Solution

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We worked closely with the leadership team at Harlow to deliver a complete brand refresh - starting with an evaluation and discovery process designed to provide clarity on the identity, positioning and value proposition of the business.

Using these insights, our talented design team then delivered a completely new visual identity including a contemporary and cohesive logo, versatile graphical elements and foundation assets for a range of media. The colours of the design drew inspiration from the previous branding, to help provide continuity. We then produced a set of brand and tone of voice guidelines to help Harlow Solutions ensure consistent application of the brand in the real world.