SPC brand realignment
This international heating and cooling specialist approached us to align their brand with their aspirations and position in the market. We combined the skills of all our in-house experts to lead them through a series of workshops and a full brand engagement process. This has resulted in a new brand philosophy, logo, visual language, positioning, messages and tone of voice. Ultimately, this gives SPC a benchmark with which to target specific audiences and capitalise upon their areas of expertise.
Rebranding through engagement
“Well done on the work your team has done on our re-branding.
Very professional, imaginative and high impact.”
Allan Westbury, CEO of SPC
Brochures showcasing the brand
Our extensive brand engagement process results in a ‘brand wheel’ being developed. This is a very practical tool which can pinpoint SPC’s core messages and explore how these can be communicated going forward, influencing everything the brand then does. This fits into the wider brand guidelines which offer direction both visually and verbally for all touchpoints.
Once the brand wheel was solidified, our in-house designers developed a new company logo and an associated visual language based on a combination of ticks, arrows and a plus symbol. Meanwhile, a red, white and blue colour scheme reflected the company’s British heritage while also nodding to the heating and cooling products it offers.
All imagery needed to be informed by the new direction, and the first job was to art direct new photography, resulting in a professional suite of images now used on all collateral, together with guidelines to ensure consistent styles for headshots and product imagery in the future.
Digital roll out
SPC also needed a new website which not only reflected them and their markets more effectively, but could also offer a microsite environment for each of their product categories. Our priority was to put all that information in one place whilst ensuring that their site look and feel more friendly. We looked at the hierarchy of information to ensure that the information needed at each point in time was clearly visible on each page.
Part of this was to create a product manager selector tool for the home page which allows visitors to choose their geographic region from a drop-down and then displays the relevant contact.
Photography and art direction
Making a brand work externally is impossible until it is internally taken up. So, while rolling out the company’s new look across their website and updated corporate stationery and literature, we also held engagement sessions with SPC employees. This ensured their support and understanding of the re-brand from day one.