Hayneedle
The perfect thing
NetShops grew from an online hammock store to a clearinghouse for 200+ online specialty stores selling everything from Adirondack chairs to candelabras, fire pits and leather skirts, in less than a decade. NetShops focused mainly on products for the home and yard, specializing in distinctive, hard-to-find products that create unique spaces and gifts. However, neither the specialty store model nor the NetShops name – never intended to be consumer facing – were supporting strategic business objectives.
Challenges
This specialty internet brand was having trouble differentiating in a crowded competitive landscape, and lacked a strong consumer-facing brand that would communicate its diversity of offerings and excite both internal and external audiences.
Actions
Researched the NetShops audience and found a discerning gift-giver with a high net worth and penchant for finding the absolute perfect item to fulfill their need, even if it meant taking extra time or spending extra money.
Analyzed the competitive set including a core set of peer businesses as well as a broad array of other retailers – identifying an opportunity to create a strong brand that speaks to the consumer benefit in an engaging way.
Evaluated a spectrum of options for relating the parent brand to the specialty stores, and interviewed internal stakeholders to assess the required degree of name and identity change.
Created the Hayneedle name and visual identity to clearly communicate the "aha!" moment of finding the perfect item; that "needle in a haystack."
Developed a clean and distinctive visual system to activate the new brand, ease navigation for users, and bring the new brand to life across touchpoints including the web.