Harneys commissioned Firedog to develop and move the Harneys brand forward. New positioning and re-alignment in keeping with the firm’s 21st century international proposition was needed. The current brand was outdated and lacked the distinct message, positioning, and visual language to differentiate Harneys against their competitors.

The solution

Firedog’s first step was to design and implement bespoke online surveys in order to glean insight concerning current perceptions of the firm. Findings influenced the development of five key values to underpin the brand.

Firedog defined a new positioning and created core messaging to reinforce each of the values, further supported by a unique visual look and feel. A dynamic trail visual was developed as a key brand device, representing Harneys’ ability to respond quickly with knowledge and a sense of proactivity and purpose. The brand imagery uses the concept of motion in a more literal context. Firedog appointed renowned aerial artistry photographer Ray Massey to generate high-quality images of skilled acrobats, using lighting and slow shutter techniques to capture light trails from the movement of their bodies. The final brand look and feel is a visually stimulating representation of the values; Trust, Reliability, Timing, Skill and Quality. Corporate guidelines were produced and the visual look and feel applied to a full stationery suite (print and digital), corporate collateral, digital templates, advertising and a fresh and engaging corporate website.

The results

The result is a unique, up-to-date and distinctive brand which truly stands out from the competition. The rebrand has helped Harneys to expand across the globe with new offices in Asia and Brazil.