Armitage Shanks
Hygienic Urinal Launch

How do we change the way menthink about something that’s been part of their daily routine for generations? That was the challenge facing the Northstar team when Armitage Shanks embarked on their plans to launch an innovative non splash version of the humble urinal.

Starting with research, this new concept came to life with a new name and identity. What followed was a detailed launch plan designed to impact on every link in the specification chain. Using data commissioned via the University of Hull, a compelling sales strategy emerged based on one core scientific fact.

The new HygenIQ urinal really does live up to its name.