Being one of the oldest incorporated companies in the world means you have baggage. Maintaining relevance and differentiation in retail is a challenge at anytime let alone when you were formed in 1670.


HBC’s established itself as a parent company to sit atop different retail holdings. This meant coordinating shared loyalty programs and e-commerce sites. HBC’s leadership sought clarity of brand, efficiencies across formats and marketing ideas for the various customer segments.


The project had it all including business strategy, brand strategy, brand architecture and a marketing plan. The resulting comprehensive roadmap ensured the ‘company of adventurers’ captured the benefits of their long-term stability while challenging themselves to reinvent for the next generation of consumers.