Harrison Fraser

Creating brands,
creating places


Life on the move

  • Strategy
  • Identity
  • Interior

Halfords built its reputation as a store for car maintenance – for a generation of people that knew the intricacies of how their cars worked and how to fix them when broken.

Lifting the bonnet of a car today, owners are more likely to find an array of computer equipment in need of specialist attention and so car DIY is in decline. In parallel there has been significant growth in car personalisation and an explosion in cycling.

Faced with these market changes Halfords partnered with H:F to develop a new brand proposition that would reflect the changing needs and aspirations of its consumers. Insight from customer research highlighted the opportunity to position Halfords as a ‘life on the move’ brand.

Based on the new brand proposition, H:F developed the concept and detailed design for Halfords Store of the Future and managed the fit-out of the first three prototype outlets in the UK.

H:F also worked with Halfords during their acquisition of Nationwide Autocentres. With research showing that the annual ritual of having your car serviced and MOT’d is a stressful and expensive experience for many consumers, and that a lack of trust in car mechanics and a fear of being ripped off is a common sentiment, Halfords set out to build a new car service brand that would leverage the trusted relationship that it has with its customers.

During the acquisition process H:F reviewed the Nationwide Autocentre brand and its fit with Halfords’ proposition. We also defined the brand architecture, setting out the relationship between the Halfords parent brand and the car service brand. Post-acquisition we created the new name and visual identity for Halfords Autocentre together with the look and feel of the store outlets. We also oversaw the employee engagement process for Halfords and Nationwide staff.

Following successful prototyping of the new proposition it was rolled out across the estate.