DIY tools for the expression of ideas.
Specially developed for DIY decorators, the success of Harris products has always been down to how they continually develop products to meet peoples’ needs. Our relationship with Harris has been over many years. Understanding their products and business, so that when they wanted to explore how the Harris brand could evolve, we were asked to work along-side them.
We wanted to know what their consumers thought about Harris, so we interviewed a number of self-professed DIYers and trades people who knew about the Harris brand. This research formed the direction of our approach. We then compiled our research to create a profile of the average Harris consumer. This could determine the brands tone-of-voice and visual direction.
We also looked at the current range of Harris products and their sub-brands. This was key to discovering themes that would allow us to tie the sub-brands together, creating an overall Harris direction. With the help of the client, our aim was to bring consistency to the brand style so that the consumer could make sense of their hierarchy. Ultimately we proposed a generic brand header, with multiple sub-brands able to express their own ‘voice’ below that Harris header.
When consumers choose their colours, types of paint and how it all fits in the room, they are creatively involved in the expression of their room. Our designs needed to have that expression and reflect that powerful link. For concept, we had everyone in the studio that day play with paint. We wanted them to express themselves in one single stroke and use whatever colours they preferred. The result was a lot of fun, but the paint swooshes really gave a feeling of the person who expressed it.Jonathan Topliss – Designer