Hart We The Heart.
Coexistence between earth and heart is just a matter of perspective.
Hart is a national leader in products for hunting and sport fishing. With a presence in more than 17 countries, social trends do not favor a fair reading of the brand’s space by the general public. Hunting and fishing are less and less understood, even canceled, and that position threatens the future of the business. Which makes this repositioning project one of the most complex challenges we have ever faced.
The strategy phase ran longer than usual, as we spent several weeks on an internal analysis of sentiment toward the brand. We were surprised to detect a certain pessimism about the future among workers and distributors. We also saw that there was no coordinated discourse, no shared way of understanding not just the brand, but the sector itself. That’s when we decided that the story had to be written more for the inside than for the outside.
A strategic redefinition of the brand and an orientation that started with the internal audience and then reached an international market of more than 17 countries.
The ignition point of this project was a piece of data we found during the research phase. “Of all the ways human beings have to obtain non-vegetable protein, hunting is the most ethical, fair and sustainable.” What surprised us most was the medium carrying this statement: an editorial in Greenpeace Magazine.
If the brand most admired among millennials talks about the ethics of hunting, we have a starting point. And leverage to move the lever. From there we built a communication platform and a story born with the vocation of becoming organizational culture first. And an outward value proposition second.
We created a visual identity, an aesthetic rebranding, and guidelines to steer the brand’s communication along the path — narrow and fine, but reliable — to leading the responsible hunting scene.
We tied the logo to a natural element. The highest peaks on earth. Because just as Hart shares all its letters with earth, the logo also shares something with the land. It comes from it. From its landscapes. And its shapes.
We interviewed the employees, the management and the network of clients to rewrite a story that, a year later, the brand collects and shares in a Brand Book that also includes a new claim to synthesize this new way of understanding and explaining what the global community of anglers and hunters feels: We The Heart.
A manifesto we launched across Europe in more than 12 languages, celebrating what we are. A compass that doesn’t define the what, but the how.
A new attitude, for a new time. Fair, free and healthy.
