NNT Uniforms

How do you find the right fit for an established uniform brand?

Expertise Areas

Brand Research & Diagnostics
Corporate Brand Strategy
Brand Idea, Identity & Naming
Communications Strategy & Implementation

Project Partners

Brand Design: Yonder

It can be easy to get swept up in the world of procurement when you are one of the biggest uniform suppliers in Australia. But NNT knows the importance of the frontline staff when it comes to creating a desirable brand.

Establishing NNT as the leading uniform supplier, starting with the healthcare market

NNT has a long history beginning its life in 1962 as ‘Neat N Trim’ supplying uniform solutions to nurses. While its origin is in healthcare it has grown as part of Workwear Group to service many important industries across Australia.

In order to help NNT build on its leadership status and boost B2B brand awareness, we needed to reconnect the brand with their consumer — the wearer of their uniforms — shifting the focus away from the purchaser — their employer — and be more relevant for todays modern workforce.

Uncovering the needs of the customer (procurement managers) as well as the consumer (frontline staff)

In order to develop a brand and strategy to achieve significant growth, and ownership of specific sectors starting with health, we needed to gain a deep understanding of the current NNT brand perceptions, their corporate value proposition, customer base, and market opportunity from a number of important perspectives.

We conducted in-depth interviews with staff, hospital procurement managers, and importantly with nurses (male and female) on the frontline. This was crucial to really uncover what the ideal NNT brand could become, how it could connect from a personality and product perspective, as well as how it could be an advocate for frontline staff.

Increased desirability of NNT by talking to frontline staff

By understanding ‘a day in the life’ of frontline staff, and the role of NNT in it, we were able to develop an authentic purpose-led brand strategy to build a more meaningful connection and innovation pathway for NNT.

Through developing brand purpose, beliefs, personality, the positioning statement, proof points, and manifesto NNT was reinvigorated internally.

Working with our creative team to develop the NNT brand idea, ‘Fit for the Fronntline’, including a new visual identity, messaging, product branding, and TOV, made the brand stronger and more consistent externally, giving NNT a voice to celebrate staff for who they are and the amazing work they do.

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