The HON Company

Repositioning, repackaging and supporting at top B2B furniture brand.

The HON Company is the clear mid-market and service leader in commercial office furniture. Like most mature markets, contract furniture saw a period of contraction in the late 2000s. High-end players were forging plans to move down-market, while value players were offering ever-cheaper imports. The HON executive team was beginning to feel stuck in the middle.

HON engaged Peopledesign to help refocus the brand. We helped clarify the company voice, distilling the HON value proposition down to key brand pillars that served as guideposts not only for marketing, product development, sales, and human resources.

Our work encompassed executive alignment, customer research, and developing strategic roadmaps. An internal commitment to be "HON Ready" rallied members and energized senior leadership. As a strategic partner throughout this transformation, we provided practical tools and benchmarks to govern the company's brand identity program, product positioning, as well as inspirational expressions of this new vision.

Peopledesign has been a key strategic partner in our branding initiatives. Their work is imaginative, inspiring, and meaningful in building our brand. We rely on Peopledesign to challenge us, provide creative solutions, and develop solutions in a fast-paced environment.

Tim Smith
VP Workplace Environments
The HON Company

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