While hunting for an edge after more than 60 years in the market, Lugtons turned to HGB to appraise the agency’s current market position and develop a new strategic brand and theming concept that would take them on a compelling journey.
The first stop was exploring Lugtons’ DNA and discovering the brand’s core values, which drive the team’s everyday behaviour. Courageous. Determined. Intrepid. The journey continued and the deal went unconditional with a refine and redevelopment of the brand, which set the direction for Lugtons’ marketing material, communications, customer experience, staff, culture and environment look and feel.
Inspired by the new logo and brand positioning, the team at Lugtons was sold on fostering an environment where people would love to come to work.