A heritage name. A modern direction
Reintroducing the Hammer name and building a modern brand platform around its specialist technology positioning.
Brand Strategy & Marketing Performance Manager
Brand strategy, research, positioning, creative direction, launch and internal communications.
Spanning digital channels, sales collateral, events, email, social and physical environments.
Official Hammer Distribution video
This video is embedded directly from Hammer Distribution’s official YouTube channel using YouTube’s standard embed functionality. The video, thumbnail, branding and associated intellectual property remain the property of their respective rights holders. It is included solely as an external reference to publicly published material and is not hosted or reproduced by this website.
Make heritage relevant.
Reintroduce Hammer without suggesting that the organisation was moving backwards.
Connect then and now.
Use Hammer’s established heritage as the foundation for a contemporary specialist technology brand.
Build a lasting platform.
A connected brand system bringing together heritage, people, values and specialist expertise across multiple touchpoints.
More than nostalgia.
Hammer’s history represented expertise, relationships and resilience through decades of technology change. The challenge was to bring that equity forward without suggesting a step backwards.
The approach connected heritage, people, values and specialist expertise into a flexible story that could work across technologies, services and teams.
Values that describe how the brand behaves.
Innovation
Expertise
Understanding
Enablement
Empowering
Partnership
Values reflect Hammer Distribution’s publicly published company values.
The reveal was a story, not a single announcement.
Reintroduce the history
Heritage references, archive-style storytelling and technology milestones created a bridge back to Hammer’s roots.
Build anticipation
Cryptic visuals and partly obscured imagery created a reason to wonder what was coming next.
Connect past and present
Visual evolution and heritage storytelling connected the original business with its modern identity.
Make the brand real
A broad digital and physical rollout needed to reinforce the same story consistently across every touchpoint.
“Rebrands are organisational change projects expressed through a brand.”
Chris Dale
From anticipation to reveal.
The launch moved from curiosity-building into a clear public reveal.
Build curiosity
- Heritage cues
- Partial reveal
- Audience intrigue
Introduce new chapter
- Name reveal
- Updated positioning
- Modern direction
Make it real
- Consistent rollout
- Digital + physical touchpoints
- One connected brand story
The attention around the transition.
Coordinated rollout
Launch visibility
Storytelling at scale
One connected narrative
The launch was designed to create consistent visibility and understanding across audiences rather than rely on a single announcement.
A brand people could walk into.
The identity was designed to move beyond screens into sales materials, events, workplace environments and customer-facing touchpoints.
Digital
- Website
- Social
Commercial
- Sales enablement
- Presentations
- Partner communications
Physical
- Workplace
- Signage
- Events
See Hammer’s own story.
Hammer Distribution’s public website explains the reasons behind the return to the Hammer name, its heritage and the modern positioning of the business.
External content hosted and published by Hammer Distribution. Linked for reference only. Third-party trademarks, imagery and intellectual property remain the property of their respective owners.
More connected thinking.
Building a brand for its next chapter?
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