Brandpulse realizes global rebranding for the US industrial brand Hamilton

The US B2B company Hamilton develops and produces precision measuring instruments for the global life science industry. Brandpulse won the project for the comprehensive brand refresh in an international pitch. The revitalized brand has now been launched globally.

Editorial - March 11, 2024

Hamilton

As part of the rebranding, both internal and external challenges were to be addressed and a coherent and effective global brand presence implemented for Hamilton. Through the involvement of key stakeholders, broad-based workshops and field research, the agency was able to develop a thorough and inclusive strategy for the brand transformation. Hamilton now presents itself as a credible brand with the clear message "Innovation for a better world".

Under the project name "One Hamilton", the entire brand energy was to be refocused in order to appear and function as one global brand. The project was timed to include all business units and locations in the USA, Switzerland and Romania, ensuring that the most important stakeholders were integrated in the development of the project.

As part of a comprehensive brand assessment, Brandpulse analyzed topics such as brand structure, brand awareness, image perception, corporate culture and brand management organization in interviews with internal and external stakeholders. This revealed the most important challenges and opportunities in the process of this brand revitalization. KPIs were also defined to evaluate the success of the project.

This was followed by a benchmark analysis in the life science and innovation sector and the definition of the portfolio structure. Based on the field research and interviews with various customer profiles, relevant brand personas were defined.

In order to define the "One Hamilton" brand purpose and the brand mantra, Brandpulse conducted moderated workshops with the management and representatives of the business units. The resulting Hamilton brand steering wheel now provides clarity about the brand promise, the value proposition and the brand personality.

Following an inventory of the touchpoints, the brand design was refreshed with a creative concept. The Dynamic Flow, the centerpiece, embodies fluidity and dynamism and is intended to give Hamilton's design its uniqueness and distinctiveness. In digital applications, the Dynamic Flow comes to life with a subtle movement and unfolds its full dynamic effect.

Brandpulse developed templates, defined the implementation principles of the brand design for stationery, literature, packaging and website in guidelines as well as brand guidelines for the Frontify brand management platform.