Establishing one global brand identity, voice and vision for Helly Hansen
Discover how Papirfly’s platform combines digital brand guidelines, Digital Asset Management and brand templates to give Helly Hansen all-over consistency.
Papirfly empowers over 1,500 mid-market and enterprise brands
1M+
regular Papirfly users
1500+
brands using Papirfly
worldwide
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Helly Hansen’s challenge
For a global retailer with nearly 150 years of heritage, Helly Hansen is well-established as one of the world’s top sellers of skiing, sailing and overall outdoor gear. However, maintaining this outstanding reputation and connecting with customers in all markets requires a brand that is as consistent, robust and high-quality as its extensive range of attires.
Securing market share through ongoing brand management
Widely considered the number-one ski apparel brand by over 55,000 skiers worldwide, the Helly Hansen name is a hallmark of performance, protection and style. But competition is fierce and ever-evolving – standing out and remaining the preferred choice for customers demands consistent, long-term brand management.
Helly Hansen recognised there was room for improvement in this area. Digital assets were spread over multiple platforms, folders and stakeholders, causing confusion and creating bottlenecks. Locating the right assets, keeping track of campaigns and ensuring consistency was a constant challenge.
With a massive distribution and sales network of over 4,500 products, any break in brand consistency could harm Helly Hansen’s strong customer relationships. Furthermore, with 4 seasonal campaigns being produced every year over multiple channels, any delays in sourcing the correct brand assets at the heart of these campaigns would cause costly setbacks.
Plus, with a presence in 26 countries, Helly Hansen was also determined to ensure all collateral was tailored to their local markets. They needed a platform that delivered this customisation without impacting efficiency or compromising brand identity.
“Digital assets are alpha and omega in our industry. Digital assets help us market and sell our products to customers and resellers, and fund brand growth.
Without a DAM system, we would be forced to increase manual labour and the working processes would decrease efficiency immensely”
Rebecca Sjölander,
Trade Marketing and Asset Production Manager,
Helly Hansen
Investing in end-to-end brand control
The Helly Hansen team began its search for a solution that would bring its numerous brand assets under one roof. A platform that established a one-stop-shop for anyone involved in the creation, distribution and management of these assets to secure a consistent brand voice worldwide.
Their chosen platform had several criteria to fulfil:
- Provide a single, centralised home for brand guidelines, assets and materials
- Reduce the time it takes to find assets and launch marketing campaigns
- Support their network of photographers, creative agencies and marketing teams
- Enable efficient on-brand asset creation and adaptations for local audiences
This search led them to the Papirfly brand management platform. Through this platform, Helly Hansen could set up an all-purpose solution for all stakeholders, ensuring their marketing teams, local outlets, resellers and more were united under one brand voice.
Creating the ultimate one-stop-shop for the Helly Hansen brand
From one single platform, brand management is now seamless and successful at every corner of the Helly Hansen team. Tight deadlines are met with ease, collateral is effortlessly localised with automated workflows, and their branding is aligned and coordinated across the globe.
A dedicated home for brand guidelines, assets and beyond
We started by building Helly Hansen’s central brand hub, the single-stop marketing portal for their brand guidelines, campaign protocols and wider documents that dictate their unique identity.
All branded materials, from images and videos to signage and designs, are neatly assembled and stored online for instant, immediate access. This means that any member of the Helly Hansen team, no matter their location, experience or timezone, can gather everything they need to understand and apply their brand in the right way.
Then, with digital assets at the core of Helly Hansen campaigns, their definitive Digital Asset Management (DAM) system guarantees that every brand asset is collected, protected and shareable across their global network.
Their photographers can directly upload images into the DAM, eliminating any “in-between” processes that can create delays or result in lost content. With the ability to tag every asset based on its subject, campaign, location and more, this structure makes it simple for the Helly Hansen team to locate and use any asset at any time. 24/7 access and absolute control.
Self-serviced, localised content creation
As a global company, localisation is vital for Helly Hansen’s campaigns. With our branded templating tool, creating on-brand assets and tailoring these to the correct language, imagery and more is handled in minutes.
All templates are aligned with Helly Hansen’s brand guidelines, so there is zero risk of inconsistencies. This framework combined with the intuitiveness of the templates means anyone, regardless of design experience, can craft studio-quality sales offers, promotions, campaigns and beyond whenever the need arises.
For Helly Hansen, this enables faster times-to-market, allows local outlets to capitalise on local trends, and minimises brand dilution. Consistency and quality are locked down across all marketing collateral, while the platform’s innovative campaign execution tools provide a bird’s-eye view of all seasonal activity.
Revolutionising Helly Hansen’s retail marketing efforts
With Papirfly’s brand management platform at the core of its marketing operations, the Helly Hansen team is always in total control of its identity, messaging and campaigns year-round.
Employees in its hundreds of outlets worldwide feel equipped to jump on customer trends and craft content for every occasion, safe in the knowledge they can never veer off-brand. Everyone knows where they can find the assets they need at all times, leading to smoother, simpler campaign creation across the board.
Faster execution. Reduced waste. Complete consistency. With Papirfly in its corner, Helly Hansen has revolutionised its approach to retail marketing.
