Deeper connections with our firefighters


Hainsworth Technology is a specialist textile company based in West Yorkshire. They’ve been a market leader in the provision of cutting edge Personal Protection Equipment (PPE) fabrics for over 150 years.

They approached the Backroom with a brief to overhaul their brand. They were looking for a refreshed identity that makes a deeper connection with the modern day firefighter and reflects the core values of the company.

One of the core values they wanted to draw out was their commitment to listening and responding to the specific needs of those who wear PPE daily on the frontline. The new identity needed to project this ethos as well as demonstrating Hainsworth Technology’s unrivalled knowledge in the market and commitment to continuous innovation.

Hainsworth’s mission is to keep firefighters safe, and this is achieved through a process coined by Hainsworth as Fibre Positioning Technology. Over the last 150 years the company has built up an intimate knowledge of the properties of different fibres and yarns, and how they must be placed, positioned and woven together to produce fabric that is stronger than the sum of its parts. This results in the highest levels of protection, comfort and quality when it is needed most. The client was also looking for a way to convey this technology and showcase the strength of the fabric.


We spent some time getting under the skin of this project as we felt it was crucial to gain an in-depth understanding of the product range. We then drew on our network of talented suppliers and collaborated with an animator to produce a series of hard-hitting animations showcasing the Fibre Positioning Technology and the benefits of the product range. We also set up and managed a full photo shoot with multiple models.

We then designed and developed a brand new website and refreshed their marketing literature. The new identity was launched at Intersec 2019 in Dubai, the world's leading trade fair for Security, Safety & Fire Protection.

The client was extremely happy with the outcome of this project and we're excited to now be turning our attention to other aspects of this forward-thinking business.

Stephen Delaney