Transitioning a holding company to an operating company

In 2017, Helen of Troy (NASDAQ: HELE) was a company in transformation, shifting from a passive holding company to a more integrated operating company. Rapidly approaching its 50 year corporate anniversary, the company’s brand reflected its past, not where it was headed. Without the foundational tools to consistently tell its story, Helen of Troy’s global employee base was unclear on what the company stood for. When asked who they worked for, far too many referenced the brands they worked on – OXO, Braun, Hydro Flask – or even past companies that had been acquired, but not the company that actually employed them.

Led by its global CEO, Julien Mininberg, Helen of Troy worked with TenTen to define a clear territory and essence for the brand. TenTen created a visual identity that fit where the company was heading, and built a launch and activation plan to help employees around the world experience firsthand what it means to be the new Helen of Troy. The logo – with its modernized namestyle and framing device – allows the Helen of Troy corporate brand to celebrate and support its leading consumer brands. With this approach, the corporate brand borrows equity from the consumer brands, but never gets in the way of their day-to-day operations. The system is simple, flexible and accommodating, providing the tools necessary for both novice and power users to put the brand into action from Day 1.

Today, Helen of Troy is enjoying a renewed interest in its business amongst investors, a growing sense of commitment amongst employees, and a high degree of excitement for what’s to come in the next 50 years.