Hirsch Bedner Associates
Design that gives form to emotion
Hirsch Bedner Associates (HBA) has built a powerful legacy as a pioneer of hospitality design over many decades, adding to its broad portfolio of services through both organic growth and intelligent acquisitions.
The brand now found itself at an inflection point, with the opportunity to coalesce around a unified vision for the business. One that was true to the CEO’s vision to create ‘One HBA’ and that would best present its full capabilities to clients around the world.
Noë & Associates were engaged to help HBA identify and articulate this unified vision, and bring this brand to life, verbally, visually, and experientially to catalyse cohesion and commercial growth.
Through interviews, audits, and a two-day workshop, we helped the leadership team align on what HBA stood for today, and what it aspired to become - the north star around which the business could rally.
With the positioning established, we then created a visual identity that reflected this new spirit, and rebuilt their brand architecture to signal the transformation to ‘One HBA’ and provide the strongest platform for future growth.
Sectors
- Real Estate
Locations
- Global
Services
- Strategy
- Design
Brand Positioning & Architecture Evolution
This new positioning emphasises HBA’s ability to create emotionally resonant spaces, reflecting its commitment to transforming design into meaningful experiences. Developed with input from HBA’s global team, it strengthens the brand’s legacy and supports future growth. A refined typographic system unifies HBA’s portfolio while maintaining sub-brand identities, enhancing clarity, and providing a scalable framework for future verticals.
Expression Inspired by Nature
A comprehensive brand guideline document was developed to ensure consistent rollout across all touch-points. Inspired by nature and natural materials, the colour palette became a unifying element across HBA’s portfolio, reinforcing a sense of harmony and authenticity throughout the brand.
Consistency on a Global Scale
The collateral—spanning print and digital assets—carefully translates HBA’s brand positioning into a cohesive and consistent brand experience. Each piece reflects the brand’s emotional resonance and clarity, reinforcing HBA’s identity, legacy, and future vision through thoughtful design, typography, and imagery.
Chris Godfrey, CEO"Design is our heartbeat, it's at the centre of everything we do."
