"We are rising to the challenge of developing a common brand identity for nine organisations each of which had their own corporate identity on the market," explains Martin Kreiter, marketing boss at Hermes Europe GmbH. With its specialised Group companies, Hermes is a full-range provider of all services required by distance sellers. The revamped website serves to support the perception of Hermes as a leading expert for integrated solutions and partner for national and international trading companies.
Common web image
The new website provides the user with an intuitive page structure that graphically depicts all the Group's services and products. To align hermesworld.com to the various requirements of European markets, country versions have been created for Germany, Austria and the UK - others will follow. The new facelift is a product of 12 months’ work, with invaluable support from by the Hamburg-based agency for new communication, Superreal. "We have witnessed a worldwide increase in demand from industry for one-stop service provision - from sourcing in Asia by sea and airfreight, quality control and warehousing through to home deliveries throughout Europe. We are looking to win over both current and potential clients for as many of our services as possible and have aligned our brand communication accordingly."
Integrated umbrella brand campaign
As a result, Hermes is also running an umbrella brand campaign for the first time. For this, a new common design has been developed that unifies all Hermes companies. Charming, catchy headlines serve as the central eye-catcher, transporting the key message for the individual Hermes services. In total, six ad motifs highlight the diversity of Hermes services and will be placed in appropriate business journals in May. On top of this, they will also be placed at major German airports in Frankfurt, Hamburg and Munich. In addition, the motifs will also be displayed at Hong Kong's airport, one of the Group's most important locations in Asia. "By focusing on this airport environment, we are looking to bring our services to the attention of business travellers," explains Kreiter. The Lukas Lindemann Rosinski agency was responsible for the campaign development and creation; GFMO OMD designed the media planning.