Chris Herron Design has made a deal with the Devil…to reshape the way Hell is perceived by mortal men. Until now, Hell was seen as a place of darkness, filled with suffering, constant exposure to open flame, weeping and gnashing of teeth — but no longer! Chris Herron Design and the Hell Office of Travel and Tourism (HOTT) have decided to re-brand Hell as a family-friendly, fun little (permanent) getaway.
An explanation from the Chris Herron Design case study:
During the winter of 2010, the Hell Office of Travel and Tourism engaged Chris Herron Design to address ongoing problems with the Hell brand. The number of visitors to Hell had been in steady decline in recent years, resulting in reduced earnings for local businesses and sharp declines in tax revenue for the principality itself.
The causes for the decline were not fully understood at project launch. In addition, executive leadership (and consequently institutional vision) changed several months into the project. Both of these factors significantly undermined the viability of the initial brand strategy.
Ultimately, the new chief executive officer initiated Phase Two of the project, which began with a formal brand review. At this stage in the process, the full extent of the problems with the Hell brand came to light, and the necessity of a complete brand overhaul became apparent.
I love this project. Chris Herron has put more thought and effort into this fake re-brand than most guys do into a project that costs untold thousands of dollars. Just look at the sheer number of logotype and lockup options he explored! I think this guy deserves 1,000 internets for this, with a browser cookie and some milk.
This type of case study shows just how powerful a brand can be in influencing people’s perception of brands and organizations. Head on over to Chris Herron Design to check out the whole project.