Ansell Occupational Healthcare is the global market leader in the hand protection segment of the Personal Protective Equipment (PPE) industry. In 2009, Ansell asked Catapult to help them streamline their portfolio of hundreds of glove styles into something more manageable. After extensive research activities, repositioning and reorganization of product lines, Catapult created a model of six ‘performance’ brands to lead the Ansell portfolio.
Two years later, after a successful launch of this new product and brand portfolio strategy, Ansell wanted to take it even further and simplify the six brands to three. Through client workshops supported with more research activities, Catapult helped structure the workshops and envision the recommendations of this Product & Brand Portfolio Strategy (PBPS), which narrowed the offer from hundreds of styles to six core brands. These three new brand and their positionings were then supported with a robust roll-out of revamped visual assets, including new brandmarks, color palette, feature-set based iconography and a whole new photographic approach.