Building on Brand: Refreshing an Iconic Brand While Honoring Company History
Emily Del Favero
Hummel approached DaviesMoore to refresh the 120 year-old architecture firm’s brand, as well as their marketing and sales strategy. Throughout the process, our goal was to be reflective of their beautiful, functional and high-performance Hummel buildings that are leading examples of environmentally conscientious and technologically advanced construction.
Together, DaviesMoore and Hummel developed a marketing strategy and new art direction that juxtaposes the firm’s forward-thinking culture and portfolio with its well-known and respected legacy. Additionally, DaviesMoore recommended the company’s website be redesigned and developed to match the sophistication of the services they offer their own clients.
In August 2015, we launched a newly designed and developed, fully-responsive website that features a simplified Hummel word mark logo, modern design with a classic color palette, historic black and white and beautiful color photography, HTML 5 animation and a fully tested, intuitive user experience – all built on a WordPress platform for ease of managing and updating by Hummel’s marketing staff. The goal of this new website was to integrate the history and timelessness of the Hummel brand in a digitally appealing way. DaviesMoore delivered a website that showcases their work by industry and highlights their thought leadership on a variety of topics. After the new website launch, bounce rate has declined by 18%, pages per visit increased by11%, and the percentage of new users increased by 7%, year over year. The new Hummel website will be the face of Hummel’s commitment to excellence in design and architecture and will support their inbound marketing strategy, specifically targeting current and prospective clients, as well as fresh talent.