Getting HON Ready

The HON Company is the second largest office furniture manufacturer in North America, and the clear mid-market leader. The company has had tremendous financial success over the years. But they came to us with a problem: HON’s brand perception within its market bore no resemblance to the brand its leaders wanted to offer. They asked us to help them plan and execute a complete brand transformation, working with its leadership to inspire HON’s people, developing a new customer experience strategy, story, and visual language. The work has included customer research, brand strategy development, and methodical planning for tactics within multiple media channels and markets.

Through customer interviews and observation, Voice of the Customer sessions, benchmarking, and other empathic research techniques that support our Method, we worked with HON’s leaders to gain new insights and understanding of customer needs and the customer context. Our strategy recommendations have included but are not limited to brand positioning, audience and offer targets, technology innovation, and vertical market development, sales programs, and communications.

The state of readiness, being “HON Ready,” emerged from our strategy work as both a unifying theme and internal rallying cry. It reflects and celebrates the company’s longtime culture of service, and vision for their future. 

The realization of this vision continues to unfold, and our work includes creative brand direction, program design, and management. The work spans many categories and media including name finding, print literature systems, catalog system design and execution, video direction, print/radio/online advertising, online initiatives, social media management, signage, showrooms, and events.

The collaborative efforts of our team working with HON internal staff members and many additional resources have helped set HON on a course deserving of their tenacity and business prowess. Sales are up, and we’re proud to say that the future continues to look bright for The HON Company.