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Event production firm Hawthorn unveils new brand strategy


By Michael Feeley | Founder and chief exec

November 10, 2015 | 2 min read

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.

Content created with:

Mobas Group

Mobas Group is a creative marcomms agency delivering inspired thinking across four key specialisms: strategy, design, digital and PR & content. We’re based in Cambridge, but work with clients all over the UK and beyond.

MobasCore – inspired strategic thinking

We use our experience in brand, strategy and planning to get to the heart of our client’s brands and deliver meaningful change, helping them achieve their business objectives and bringing tangible impact internally and externally.

MobasMuse – inspired creative and design

Our team of naturally talented creative thinkers – problem-solvers, writers and designers – are always pushing our creative output, not through necessity but through passion and a desire to evolve.

MobasIgnite - inspired digital services

Creativity, data and analytics are core to everything our digital team does devising digital strategies and delivering digital platforms based on pre-defined project and client objectives.

MobasEngage - inspired PR and content

Combining strategic thinking with creativity, knowledge and a passion for words, design and all things digital MobasEngage delivers effective digital PR campaigns.

Our four specialist divisions deliver a complete service for clients when working together, but also specialist services as discrete offerings. Our approach enables us to really focus on and continue to develop our key strengths. With a dedicated Mobas Group team coordinating activity, our specialist divisions collaborate as our clients’ needs require. While some brands choose to use multiple agencies, we know that for our clients, the ideal is the best of both worlds: the right level of support from experts in their field and less time spent managing agency relationships

Our clients often tell us that we’re different, and that we actually work in the way we describe our approach. That means working closely as part of the client’s team – and offering a much-needed dose of reality for their brand.

We use inspired thinking and creativity to deliver against our clients’ business objectives.

Visit our website at or get in touch at


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