Event production firm Hawthorn unveils new brand strategy

Event production specialist Hawthorn has unveiled its new brand strategy, developed by Mobas, following a number of recent company acquisitions.

Mobas' director of brand and strategy Vikki Kent.

Brand strategy specialists MobasCore carried out customer, staff and competitor research, coupled with two days of interactive workshop sessions with representatives from across the business, exploring the brand and business to create the new brand strategy.

The creative team in MobasMuse also created a new brand identity to reflect the variety of events that the company helps to deliver.

Peter Boott, Hawthorn’s commercial director, said: “With three UK locations and three brand names in use, there was a need to create a unified strategic brand proposition and strategy for Hawthorn, which meant much more than just a new logo. There was considerable work to be done in consolidating our offering and bringing staff together. Working with the MobasCore team helped us get the headspace needed to tackle a project of this size. Though it wasn’t easy at times, the results have been fantastic and we really value the time spent in supporting our progress.”

Boott continued: "Creating a visual identity for such an opinionated bunch was never going to be easy! But the ideas that MobasMuse presented were strong and gave lots of food for thought. The chosen route really reflects both our proposition and our values. It looks great, the team loves it and we’ve had great feedback from clients.”

Vikki Kent, director of brand and strategy at MobasCore, said: “The project with Hawthorn was truly an inside-out approach, where we really got under the skin of the business. Following a merger, it was essential to understand the entire company’s strengths and the challenges it faced to create one brand proposition that truly encompassed what the business was about – creating amazing work to be proud of. From this we could create the visual elements of the brand that reflected the breadth of the offering and the style of the company. The project has had a significant impact internally, really helping to bring teams together.”

Mobas is a creative marketing communications agency, based in Cambridge. The agency’s clients include Accor Hotels, Virbac Animal Health, Greene King and Toshiba.

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