Hoover

By mapping the routines and rituals of everyday living, the project uncovered new opportunities for Hoover to evolve from an appliance brand into a broader care ecosystem.

Finding the Opportunity

The opportunity wasn’t simply introducing new products, but identifying where Hoover’s existing credibility could naturally extend into adjacent experiences.

Refrigeration became a key starting point, connecting appliances with broader behaviors around freshness, storage, meal planning, and household care. From there, the strategy explored how Hoover could evolve through a network of complementary products, services, and partnerships rather than isolated offerings.

Expanding the Ecosystem

Partnerships with emerging companies became central to the strategy, allowing Hoover to act as a platform that connected trusted household infrastructure with new solutions and experiences.

Rather than designing standalone products, the focus shifted to building an ecosystem where each touchpoint reinforced the next.

A Framework for Growth

The final strategy established a framework for long-term expansion by:

• Identifying where the brand had permission to grow

• Understanding how touchpoints could reinforce one another

• Creating continuity between existing trust and future opportunities

The result was a systems-level growth strategy connecting user behavior, ecosystem thinking, and long-term brand positioning.