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EUROPEAN BRAND REVITALISATION PROGRAMME
TARGETED CONSOLIDATED BRAND EXPRESSION THROUGHOUT EUROPE
Norton is the world’s largest abrasive brand with 1000’s of products in 32 different countries. Over time the brand offer had become disparate and difficult to understand. Customers were confused and employees were uninformed. We created a new design style and brand expression across all merchandising, marketing communications and packaging throughout Europe. We reinforced Norton’s global position as brand leader and technological innovator. The newly defined visual identity underpins the brand values and effectively segments its products in each market.
Brand values are defined and a new visual identity injected personality and told a relevant brand story to each market and audience type. THE BLUE SKY tells the complete brand revitalisation story in a digital format.
The project included: Midas Touchpoints, Customer research, Visual identity, Implementation programme (merchandising, marketing comms, packaging) brand standards, The Blue Sky story, Interactive pdf and APP.