Strategic repositioning and corporate storytelling for an iconic property and construction group

Corporate communication

For almost a century, the Herpain family has played a key role in the creation of iconic architecture in Brussels and the rest of Belgium. With operations spanning both real estate development (Herpain Urbis) and construction (Herpain Entreprise), Groupe Herpain is a solid and close-knit family business that has contributed to the country’s urban development for generations.

Alongside entrepreneurship, culture and social engagement are central to the family’s identity. Among other things, the group is a respected collector of Optical Art, featuring artists such as Victor Vasarely, whose work also helped shape the recognisable pentagonal logo of the Herpain companies.

For HOOOX, this rich heritage formed the starting point for a strategic brand repositioning and corporate communication.

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The challenge

Preparing a historic brand for the future

After decades of successful projects, Groupe Herpain wanted to modernise its communications without distancing itself from its rich history.

The challenge was to:

preserve the strong family identity
highlight the brand’s artistic and cultural dimension
and, at the same time, develop a contemporary digital communication strategy that meets the expectations of investors, partners and future customers.

The new positioning therefore had to strike a balance between tradition and the future, between heritage and innovation.

The strategy

A brand story rooted in heritage, art and entrepreneurship

Working with the Herpain family, HOOOX developed a corporate storytelling strategy that brings together the various facets of the group.

The pentagonal logo, inspired by Optical Art and Victor Vasarely, was deliberately retained as a visual anchor for the brand identity.

Rather than a radical rebranding, HOOOX opted for an evolution of the brand, in which the existing logo and graphic language were further developed into a modern and coherent communication concept.

The result is a brand narrative that connects three key pillars:

family continuity and entrepreneurship
architecture and property development
art and social engagement

Together, these elements form the basis of Groupe Herpain’s new corporate branding and positioning.

The activation

Digital storytelling and interactive corporate communication

HOOOX translated this strategy into a revamped digital and visual communication strategy.

The new website brings the group’s story to life through digital storytelling, presenting its projects, history and values in an accessible and inspiring way.

In addition, interactive elements have been developed to highlight the family’s social commitment. For example, the website features an interactive New Year’s initiative that allows visitors to support charities, an initiative that perfectly aligns with the values of the family business.

This approach creates a communication platform that both respects the company’s heritage and underlines the group’s forward-looking vision.

Result

A modern brand that honours a rich heritage

Herpain’s repositioning demonstrates how a historic family business can modernise its communications without losing its identity.

By combining corporate branding, storytelling and digital strategy, HOOOX helped Groupe Herpain to communicate its unique story clearly and consistently to investors, partners and the general public.

The result is a brand that is both rooted in nearly a century of architectural history and ready for the next generations of urban development.

“Working with HOOOX has enabled us to take a significant step towards the future of Herpain Urbis, without ever straying from what has defined us for nearly a century. Their ability to translate our heritage, our family values and our passion for architecture and art into a clear and contemporary brand narrative has been remarkable. Thanks to their strategic approach and storytelling skills, we now have a communication platform that respects our history whilst strongly supporting our ambitions for the future.”

— Chloé Herpain, CFO , Herpain Urbis

Does your organisation also need a fresh approach to communication?

At hooox, we’re always happy to have a chat.

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