National Timber & Hardware Association (NTHA) – Branding and Merge Communications

Objectives

• To develop a new logo and brand style guide for NTHA after the merge of two established organisations: TABMA Australia and Hardware Australia
• To articulate and communicate the reasons and benefits of the merge to members and internal stakeholders across both organisations
• To position the new organisation as a leader of the timber and hardware industry
• To raise awareness of NTHA and its service offerings with membership, industry stakeholders, the marketplace and trade media
• To ensure a smooth transition across all platforms to the new brand including the website and social media channels for both organisations

Strategy

• Zadro developed three design concepts for the new logo and styles including different fonts, imagery, patterns and colour options
• Zadro created new assets across the brand materials, signage, uniforms and digital platforms
• Zadro launched a ‘stronger together’ / ‘vote yes’ campaign, communicating the benefits of the merge to both the timber and hardware members
• Pre- and post-merge, Zadro created an integrated communications campaign which was disseminated across email marketing, social media and
• the website
• Zadro created a new ‘membership pack’ to introduce NTHA team members and communicate the benefits of membership with the new organisation and the range of services that could be accessed
• Zadro created a series of media releases to engage the trade industry media to cover the merge with a positive sentiment

Results

• The ‘vote yes’ campaign was successful with TABMA Australia and Hardware Australia merging to form the National Timber & Hardware Association (NTHA)
• Formalised a new brand architecture and style for the top level corporate NTHA brand, as well as the service offerings and separate business divisions
• Designed more than 50 marketing content pieces and assets for the ‘vote yes’ and ‘stronger together’ campaigns over a four-week period, including a new member welcome pack
• Successfully launched the NTHA brand including collaboration with the NTHA team to create a new website, email marketing, social media animations and posts, trade advertising and direct marketing
• Secured 16 media pieces across all key trade industry magazines (digital and print)
• Zadro set up the brand assets and marketing templates in Canva for use by the internal team to ensure brand consistency across all collateral created