Unlocked a brand in survival mode - and sparked serious growth
Clean Air Pioneers
Clean Air Pioneers
Established in 1858, Howorth Air Technology started with a clear vision to deliver clean air and better working conditions for workers in the cotton mills of Lancashire.
While their focus has later transitioned to hospitals, their enduring philosophy of enhancing quality of life persists to this day.
A bold new direction needed.
A bold new direction needed.
Howorth approached Absolute with the aim of updating their creative direction, clarifying their positioning, and crafting a brand personality that accurately represented their products, approach, and their team.
A forensic brand analysis.
A forensic brand analysis.
To develop the Howorth brand further, we sought deeper insights from those closest with it.
Key team members and stakeholders engaged in our 'Absolute Clarity' brand workshop, enabling us to establish a clear brand positioning, rooted from internal perspectives.
Through this process we gained invaluable insights into their operations, aspirations, and crucially their motivations.
We unearthed plenty of reasons for celebration, particularly their status as pioneers in clear air venting systems. It became evident that the core focus at Howorth is consistently on their people, boasting a team of skilled in-house engineers and technicians dedicated to developing and constructing their clean air flow products.
Moreover, a strong emphasis is placed on exceptional customer service, with a team always ready to assist long after the initial installation of their products.
To deepen our understanding of the current brand, we initiated invaluable customer insights.
The findings from this study highlighted their experiences, pinpointing strengths and weaknesses to assist Howorth with areas that could be improved on.
Clean Air Pioneers
since 1858.
Clean Air Pioneers since 1858.
A significant takeaway from our workshop was a firm commitment to building upon the reputation on which Howorth was originally established.
This was conveyed through the new tagline 'Clear air pioneers since 1858,' which enabled us to reposition the brand and reaffirm their status as the innovators they were renowned for.
It also soon became apparent that the new brand should centre around their extensive knowledge of Air. We developed an emotive essence to promote Howorth’s passion and knowledge, alongside a fresh identity, colour palette and graphics.
A breath of fresh air.
A breath of fresh air.
With the brand direction set, we helped communicate the new direction of Howorth, highlighting what makes them different both internally and externally.
We crafted everything from exhibition stands, internal communications and refreshed their offices to help instil ‘The Howorth Way’ message amongst their staff.
The launch of their website (designed and built by Absolute) marked a comprehensive overhaul of the Howorth brand.
To this day Absolute maintain a strong, relationship with Howorth, collaborating closely to help enhance their reputation and passion for air.
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Eric Wright
Together we make a difference.