Harrison/Kohn Brand Development

Description

It was in late 2009 when we began to contemplate two big ideas. ONE: After a year-and-a-half of fighting against an ungiving economy, business owners were exhausted and confused. Strategic thinking and long-term positioning gave way to the need to survive. Few companies were interested in investing in the power of their brands. TWO: As an identity company, we came to realize that “Harrison Kohn” sounded decidedly old-school … at a time when business people were looking for new ideas. Our name sounded out of touch. We knew there was nothing wrong at the foundation of our business. We still believed in the importance of brand, culture, values, the spirit of innovation and the people who lead the charge. Our challenge was to find simple new ways to deliver the message. And to create an enduring dialog between a business and its customers. We knew that our grasp of brand, our skills at developing engaging content, our brilliance at web and graphic design and our knack for smart problem solving were the perfect ingredients for the small, dynamic agency of tomorrow. The last challenge was to find a name that fit. On January 30, an HK team member suggested “ShiftWork … or just Shift.” Instantly we knew we had a hit. SHiFT was about change. Not a Harvard Business School “paradigm” shift, but the kind of quick, shift-on-the-fly things we all do to compete harder and win. SHiFT is about vision, courage, power and action. SHiFT is smart, affordable and immediate. On October 1, 2010, SHiFT happens.

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