From our home in Norway, Helly Hansen has been making professional grade gear to help people stay and feel alive for almost 140 years. It all started in 1877 when sea captain Helly Juell Hansen found a better way to stay protected from the harsh Norwegian elements. Soon thereafter, Captain Hansen and his wife Margrethe launched a business producing waterproof oilskin jackets, trousers, sou’westers and tarpaulins made from coarse linen soaked in linseed oil – and the legend was born! Helly Hansen gear is worn and trusted by professionals on oceans, mountains and worksites. As the #1 apparel brand for Ski Professionals, you’ll find HH at more than 200 ski resort and guiding operations around the world, and worn by more than 55,000 ski professionals. Our sailing gear is worn by world-class sailors across all five oceans, and we’re proud to partner with and participate in some of the sport’s most iconic regattas and sailing associations. As a leading Scandinavian workwear brand, you’ll see us at work-sites where performance, protection and safety matter most. We continue to support Captain Hansen’s legacy through a long list of first-to-market innovations developed through insights from those working and recreating in the world’s harshest environments.
Securing global brand delivery
A consumer brand like Helly Hansen has a massive distribution and sales network. Combining this with more than 4500 products and four collection launches yearly, is it essential that Helly Hansen has full control of their brand management.
Let’s add creative agencies and photographers to the equation. Before Helly Hansen invested in their brand management platform, their digital assets were spread over multiple platforms, depending on stakeholders. Finding assets, keeping track and performing maintenance was a challenge.
Although Helly Hansen is a well-known and established brand, competition is fierce and standing out, being the preferred consumer choice requires consistent long-term brand management. When Helly Hansen invested in BrandMaster, the focus was to gain proper storage and distribution of digital assets along with securing a consistent brand voice worldwide.
Creating the ultimate marketing one-stop-shop
With BrandMaster platform, Helly Hansen established an online brand management solution, created for all stakeholders; marketing team, employees, branded stores, resellers and local offices.
The key to success is to always be ahead of the seasonal campaigns running 4x a year. Simultaneously, keeping track of and securing expirations and validity of all collections and assets are demanding. Combining operations to fulfil the needs of photographers, creative agencies and marketing teams led Helly Hansen to create a one-stop-shop with brand guidelines, digital asset management and online templates. From one single platform - Tight deadlines are met with ease, localization of marketing collaterals is handled with automated workflows and brand efforts are aligned worldwide.
The Helly Hansen brand platform
For Helly Hansen, Brand HUB is the marketing portal where images, documents, videos together with brand guidelines and campaigns are neatly assembled and presented online.
With the purpose of being a one-stop-shop across the entire Helly Hansen company, all marketing needs are covered with Brand HUB; Promotions and campaigns are communicated and distributed, and brand assets are available for download or tailoring. And most importantly, everything about the Helly Hansen brand is obtainable securing the brand identity regardless of time zone.
Being an essential part of the Helly Hansen brand, digital assets are collected and protected with their Digital Asset Management system.
Safeguarding workflows and efficiency, Helly Hansen has enabled their photographers to upload their images directly to their DAM. No time is wasted on “in-between” processes causing delays or detours. Regardless of who uploads assets, DAM collect and structure everything as Helly Hansen requires, making it easy to administrate, locate and use any asset at any time. The central marketing team can rest assure they are on top of their digital assets 24/7.
Being a global company localization is a key requirement for Helly Hansen.
With Template Studio, the central marketing team at Helly Hansen control the look and feel of their brand. Localization and adjustments, however, is delegated to the local stakeholders. Sales offers, promotions, new arrivals, campaigns, and more is self-serviced and there is never any risk of brand dilution. Local stakeholders simply pick the needed collateral, adjust, and download within minutes.
Digital assets are alpha omega in our industry. They are there to help us market and sell our products to consumers, but also our resellers. Digital assets are also important for funding our growth.
Without a digital asset management solution, we would be forced to increase manual labour and our working processes would affect our efficiency immensely.