Our challenge was to develop a brand to help Gainsborough unlock the smart home market.
Gainsborough is one of the leading brands in door hardware in Australia. A legacy brand with over 50 years in the industry. But in the technology space, they were virtually starting from scratch.
Hive was engaged to help Gainsborough create a new brand and visual identity to support the release of their first smart lock. Our challenge was to help Gainsborough quickly build trust in the category whilst supporting their ‘style’ positioning.
We realised that not many ‘smart locks’, actually look smart.
Until now, choosing a smart lock was a matter of putting convenience ahead of style. The competitors display their keypads as proudly as a bank ATM - this lock would be different. The Gainsborough product offering would inherit the design DNA that has supported its brand positioning of ‘Enter With Style’. This smart lock won’t just be smart, it will look smart.
The new lock combines both ‘freedom’ and ‘style’ making Freestyle the perfect name. Once named, the design is clean, simple and modern. The wi-fi icon above the ‘y’ communicates a connected product while the brand blue is drawn from the blue light displayed by the lock itself. Every element of design for this brand centres around minimalism and space. It feels easy, uncluttered and stylish, just like the product it’s representing.
Gainsborough launched the Freestyle Trilock with print and digital support. The Freestyle brochure opens vertically to demonstrate the concealed keypad. A series of short videos published on social explains the new offering while a Father’s Day giveaway got people excited.