A brand position that's a breed apart.

Destination Mapping
Brand Exploration

Brand Anchor
Website

Campaigns
Managed Assets

5 Sub Brands

Created Under
Husky Corporate
But distinct enough to reach a specific audience

WHAT WE LEARNED

Husky needed a brand promise.

When Husky came to Spoke, they had a profitable business but wanted to see a 20-30% year over year growth (primarily through acquisition). We advised them to shore up their brand prior to expansion so the new companies wouldn’t water down their brand equity. They had a lot to say to their customers. And Spoke was about to create a brand that got everyone's attention.

Our Understanding

“The highest-performing companies deliver on their brand promise 75% of the time, according to their customers. These companies have greater levels of customer engagement, which enables them to surpass their competitors in terms of share of wallet, profitability, revenue and relationship growth."

Gallop Brand Survey

WHAT WE UNCOVERED

Husky: A brand apart.

After interviewing 30 key distributors to get insight into the client needs, it was determined that the ability to withstand rough conditions was a key attribute that wasn’t addressed in the competitive marketplace. Spoke took attributes of a Husky, the companies iconic brand symbol, and applied them to the brand. Specifically, the Husky breed is known for being loyal, dependable, able to forge new paths, and has the durability to make it through the roughest conditions.

Our Takeaway

For Husky, innovation is not a one and done effort. Innovation lives in their DNA. You see it in how they develop solutions that solve complex customer problems, engineer them to exceed all expectations, and deliver products that set fueling industry standards. This innovation is engineered into 2,000 different products which are sold in 63 countries and all 50 states.

OUR STORY

It started with a logo that could grow with the company.

Updating the Husky logo wasn’t a simple process. Countless sketches and comps were created, revisited, and refined before we landed on the logo that we knew would stand the test of time. Once the Husky logo was updated, Spoke established a brand hierarchy for acquired brands. This avoided any confusion in the marketplace and reinforced Husky’s leadership in the category. As Husky continues to acquire new brands, we employ the proven successful hierarchy and standards for successful product transitions.

TESTIMONIALS

“Over the past 15 years, Spoke has played a pivotal role in shaping Husky’s distinct brand across various platforms. Spoke has standardized the visual and experiential aspects of Husky’s branding to ensure consistency. Through their efforts, Spoke has distinguished Husky as a Breed Apart.”

Brad Baker | Executive VP
Husky Corporation

MORE WORK

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