JACOB HOLM

The challenge:

Founded in 1794 in Copenhagen, Jacob Holm is a unique family-owned business with a 230-year heritage of entrepreneurship. In 2014 the Group acquired Sontara®, the non-woven division of DuPont, to become the world leading innovator of spunlaced non-woven fabrics. There is however very little awareness of the fact these fabrics have applications in practically every field including hygiene, health, beauty care, and numerous industrial applications. The challenge was to develop a clear positioning and communication strategy for the group that would do justice to its leading position in the industry and help prepare the grounds for a potential sell-off of the company.

What transpired:

The modelling of the excellence of the founders revealed an ability for continuous reinvention. A capacity to be open and to take risks to catch new opportunities that present themselves. But also the need for the founders and organization to be able to express their skills and talent in a limitless way, which is precisely the opportunity the non-woven industry provided.

The result:

Crystallizing the essence of the organization was the cornerstone to create a highly differentiating brand identity that also reflected the unique culture of this family-owned business. Jacob Holm’s new graphic and visual identity received a standing ovation at their Global Sales meeting that took place in February 2017. This new identity was leveraged into every aspect of Jacob Holm’s communication, including stationery, website, advertising material, extensive product literature and sampling material. The shareholders of Jacob Holm & Sons AG entered a definitive agreement to transfer control of the Jacob Holm & Sons group to US specialty paper producer Glatfelter Corporation in 2021.