Quantum Sails, the world's second large sail manufacturer, set out on an agency search with the goal of launching a new website. After meeting with Hanson Dodge, though, Quantum recognized they needed more than just a new website. They lacked the brand platform that would allow them to tell their story in a way that was compelling to employees and customers alike.

HD conducted research with customers and Quantum personnel in four continents. The result was a new strategic framework and creative platform for the brand, anchored in the tagline, “To the next challenge.” Quantum's new brand strategy and creative campaigns were first unveiled to employees via three webinars that were live-streamed to Quantum locations around the world.

“When Hanson Dodge presented to us the concept of ‘To the next challenge’ it just hit home. It made so much sense for the company, for our position in the industry and, probably most importantly, for the challenges that everyone in the company deals with every single day,” Quantum Sails President Ed Reynolds said.

Along with a new logo and tagline, HD developed a content-rich website that marked the brand's first foray into e-commerce. Quantum and HD also launched an integrated campaign that elevated a No. 2 brand to a true challenger, ready to vie for market leadership.

The digital media buy alone garnered nearly five million paid digital impressions in the first few months following the campaign’s launch.

More importantly, Quantum's new digital platform engaged consumers in the path to purchase, driving them to sail lofts and allowing them to transact online.

The new Quantum Sails tagline and brand position has served as a powerful unifying force for Quantum Sails employees and clients.