New Hope Natural Media announced a comprehensive unification of its brands as the New Hope Network at this week's Natural Products Expo West & Engredea, the centerpiece of the New Hope portfolio and the world's largest natural, organic and healthy products event.
All products will now share a connected brand identity and look, which will help New Hope's 300,000-plus customers to more easily identify a New Hope Network property. Access to all products will be further simplified in May when a new, unified digital platform will be launched that will seamlessly share both ideas and community across content, events, data and insight products.
The rationale for the rebranding was anchored to extensive customer research that uncovered a significant opportunity to expose New Hope's many brands to its audience of more than 100,000 event attendees.
As only 25 percent of attendees to the flagship events were aware of other New Hope products, the brand's unification and connection via the new digital platform will drive significant growth in cross-product usage. The clean, high-energy look of the new logo will clearly telegraph that users are interacting with a New Hope Network product.
"New Hope is the most trusted information brand for virtually every segment of the supply chain: Manufacturers, entrepreneurs, suppliers, distributors and retailers count on us to keep them on top of the most critical industry trends and spark their innovation," said Fred Linder, group president, New Hope Network. "The 'spark' design of our new logo is quite intentional; it represents the spark of innovation that drives our users and the industry."