Heimdall came to life as a rebranding of a small family business from a little town in Masuria, Poland. The founder's goal was to create a brand that would reflect the innovation and ingenuity of the machines he crafted and at the same time, start a revolution on the conservative, archaic roofing market.
Our goal was to create the name and visual identity of the brand to face the status quo of the roofing market and to present the company as an innovative, bold, customer-friendly.
Brand design, rebranding, collateral, strategy, naming, copywriting, corporate & verbal identity, web design, photo shooting, product concept.
Heimdall is a Viking god, a symbol of masculinity, protectiveness and sacrifice. He serves other deities, protecting their household. It symbolizes everything that is metaphorically close to the goals of roofing - creating a shelter over one's head. Also, Nordic nature is essential, because it evokes associations with the harshness of the weather, which roofers struggle with every day.
The sound and construction of the word also play a fundamental role. Phonetically, the name takes on a stable, low, masculine tone. The geometry of the letters is simple, with sharp angles, which gives the required impression of stability and strength.
The extended typography with cut details gives brand dynamics. The font is modern and radical in the context of the conservative industry, yet the final effect perfectly meets the expectations of the audience.
Heimdall products are used for bending and cutting sheets metal. The visual structure of both the logotype and the icon is in perfect harmony with the company's profile. Details like the geometry of letters and symbols reinforce the feeling that the brand is technical.
Hubert PiotrowskiCEO, Heimdall
Our task was also to develop a naming system for products that can be generated in a simple, logical and systematic way. Our inspiration was the mythos behind the Wild Hunt and woodland animals. We wrote their names in Latin and assigned to the machines according to its character - Lynx is light and mobile, Ursus (bear) a heavy and stationary.
While establishing the brand strategy, we assumed that Heimdall should strengthen professional pride and change the common image of a roofer-worker. We achieved it, among other things, thanks to used colours. Black, enriched with white and red details, emphasises the futuristic, even aggressive design of the machine. The result is impressing not only on roofers but also on their customers.
We treated the home page as a presentation of the brand's character, display of its distinctive values and features. Product pages focus on the details of the offer and accurately present the individual components of each machine. The Service and Contact tabs are the final steps in the customer's journey - they reduce purchase dilemma and motivate the customer to chat with a brand representative.
Strategy: Mariusz RucińskiArt Direction: Natalia BilskaVisual Identity: Natalia BilskaVerbal Identity: Mariusz RucińskiProject Manager: Mariusz RucińskiPhoto session: Przemek Szuba & Natalia Bilska
Interview with the Client
Redkroft: What is the customer response to the new brand?Hubert Piotrowski: Customers note that it is a professional job. We accomplished what we wanted - the reception is very positive. Everything is envisioned at such a level that we entered the top level. What I'm doing now is helping more people discover the brand.
Re.: Do you observe the impact on sales?HP: We started very strong. Now the world is changing, old methods do not work, and I had to switch to new ones. We moved our sales from auction websites. People have changed the way they think.
Re.: Do they expect more direct contact?HP: I've changed my approach in terms of building a long-term relationship with the market - and this new branding makes it easier. And now I don't have to seek clients - they seek me. They leave the competition. They see this professionalism; they see the brand that was created. They know that they will buy a product above the market standard.
Re.: But it's the personal approach that closes the deal, right?HP: Yes, Poles are quite distrustful. Fortunately, the brand reassures them.
Re.: Do you find it easier to sell your product with the new brand?HP: Definitely. I feel that partnership with you moved my marketing to the "high" level. And this is where you look at the competition from the top, seeing how they are just trying to climb. But one needs to find such an agency as you. Otherwise, there is no chance to win. Others do it poorly, while you have aspirations, you work on every detail because you know that everything is essential. There are only a few such agencies in the country.
Re.: When you talk to clients, what is their attitude towards the names Heimdall, Lynx, Ursus?HP: At the moment, it is a bold name, which I'm happy about because it causes a situation in which it is easier for me to reach their subconscious. It's about respect. They approach us with respect. Customers are used to local names like "John-Tools", and suddenly Heimdall comes in. We achieved the goal - Made in Europe. We are a Polish company, but all of Europe is our market. It's like with your XDEEP brand which now sells around the world.Re.: And how does it translate into numbers?HP: In this situation, I have to double my team, and it's only been three months since the start. I can't speak in numbers precisely, but just before the pandemic, I stopped taking new orders because we couldn't keep up.
Re.: Is there anything you'd like to add?HP: I stand by what I once said. It's like this - before I came to you, it seemed to me that I had some knowledge in marketing, brands, branding. Generally, people think they know this stuff because they run business. Nonsense – I knew nothing. After working with you, the only thing I know who I'm going to call when in need – you guys.If someone hiring you can put aside the ego, the personal needs and just trust you, then success is guaranteed. If someone can set the goal and trust you, you will deliver. And I'm sure of it. And this is very important because few agencies do such extensive briefing, do such extensive research, and have such comprehensive conclusions. And only then begin to work. Because you - as I said before - you study the client, empathize, listen. Like a decent doctor that first examines the problem, then looks for a solution, and finally cures. That's how it's supposed to work. And you show the best in it. You reach the goal based on a very specific interview, active listening, strong empathy, and only then you begin to act. You've dedicated a lot of time to me. Lots. This is beyond doubt.Heimdall succeeded because of your methods. You've convinced me that what you are doing is right. At first, I didn't understand it, but now I do, that ego in business is meaningless, that personal agenda must be put aside, and that's it. Your confidence in what you do is so high that at one point, I thought: They really know ten times better what they do than me. What am I supposed to question there? And this is not easy, because what you do is such a new experience that I had doubts at the beginning. But you proved that you know what you are doing. Thank you very much for that, and I am grateful to you.There are only a few such companies. You have a model that is difficult to merge in business. You have this balance between emotions and results, between artistry and practicality. And these are seemingly extreme things, but practicality alone will not go far without a hint of art. And this balancing is very difficult. You have the ability to take an emotional approach, but also to think about the result. And that makes you artists on the one hand and business people on the other.