HOW Group has an impressive design heritage, but its vision for the future stretches far beyond the days of old. Growth had resulted in a confused brand message and collection that didn’t align with their product sustainability targets. HOW Group engaged The Initiative to not only develop a brand strategy that aligns to their Strategic Plan but to support them to tackle their market challenges, cultural change, product curation, sales strategies and digital assets.

Armed with a clear pledge of sustainability to honour the planet and its resources, The Initiative worked with HOW Group to reposition the brand as a local, ethical, and responsible manufacturing and industrial design centric business prioritising the circular economy.

Embarking on significant cultural change we’ve have supported HOW Group to redefine their brand, define a clear sales and marketing strategy, create a renewed visual story and initiate a more holistic narrative for today’s market.