Hilton, an iconic global brand struggling to define its character and relevance in the 21st century, following years of change in ownership, management and culture.

In 2006, the United States based Hilton Hotels Corporation purchased the Hotels division of Hilton Group plc, making the brand one again for the first time in 40 years. Shortly after this, the Blackstone Private Equity Group purchased Hilton. Following these changes, Hilton embarked on their most comprehensive research to date getting feedback from Guests, team members and the corporate world to accompany competitor research for accurate insight into how to move forward as one brand.

Our job, as Global Radio Group’s sole branding agency, was to craft the different station brands so they would coexist harmoniously in the minds of those all-important people: advertisers and listeners.

So first we set about refreshing the Heart brand to reflect its increased coverage of over 7 million listeners. Not easy when you a have a much-loved brand with a strong visual identity. Next, we got busy creating the main brand identity and campaign material for Capital FM’s major events the Jingle Bell Ball at the O2 and the annual Summertime Ball at Wembley. Attracting some of the biggest stars in the world, these needed to be fun, fresh and resonate far beyond their core teen audience.

For more than 26 years, Merrell has been providing outdoor enthusiasts with quality performance footwear and apparel.

As the needs of the outdoor enthusiast have changed, so too has Merrell's
approach to addressing those needs. As experts in their field they are expected to excel at outdoor performance footwear, but with the introduction of crossover footwear and a high street retail presence to what was otherwise a niche offering, the brand needs to communicate this without appearing to have forgotten its roots. The brand still maintains excellent quality and operates in a fairly narrow market enjoying fantastic brand loyalty despite suffering from poor awareness in Europe.

Founded over 30 years ago, Marston & Langinger are the
pre-eminent designer of the worlds finest garden rooms
and interiors.

Despite retaining it’s exacting standards and reputation, the brand itself had become somewhat fractured with a confusing hierarchy in what it actually designed and produced. The company offering has grown to include interiors, lighting, furniture and paints while also targeting different markets abroad, and so the USP of the company has become diluted.

Over the years Social have been fortunate enough to have clients such as Autonomy Music who have allowed us to express ourselves in producing packaging, music videos and brands for bands. The audience is different, the challenge is different and the budgets are certainly different but it helps us retain freshness and there is a lot of fun to be had along the way.