Updating a 100 year old brand…

Everybody can design were called in to help a leading UK industrial business to improve their brand message and to add a breath of fresh air to the outward facing communications in the process. Here’s how we did it.

INTO A SECOND CENTURY…

Because of the existing, long standing relationship with one of the partners at Everybody, UK-based Padley & Venables naturally turned to us to help them redevelop their website, way back in early 2008. Our extensive working knowledge of their business gave us an instant advantage of course, and so we set about producing a WordPress website with the aim of allowing the client to update the site themselves.

Alongside the creation and evolution of the website, we have helped the client to clarify their brand identity, replacing the somewhat confusing “Performance & Value” proposition with the more accurate “Perfect Tools For The Toughest Jobs.” This helps make it clear to the market that the Padley & Venables product is, in fact, a high quality, hard working tool.

As the new proposition became established, Padley & Venables began to see how leveraging their brand equities could help them with all aspects of their marketing. So began a year of marketing activity surrounding their 100th anniversary year, including a wide range of differing advertising formats and exhibitions. Our production of 3D renders of the key products in a special chrome/silver finish massively kickstarted their new advertising style and helped them prepare for their second century in business.

Calling on our long experience in the branding and corporate identity world, we showed how the use of the same theme in all of the marketing materials which the business uses brought a consistent style to the client’s catalogues. All of this was designed to help the business bring its products to the forefront and to therefore re-focus its consumers’ attention through the proposition, by reconfirming that the products are high quality tools.

During the period following the 100th anniversary celebrations, we assisted with redevelopment of the clients advertising plan, the first step being to remove the chrome and silver finish in the illustrations used to promote and celebrate the anniversary.

Working closely with the in-house teams at Padley & Venables we produced an accurate representation of the actual finish of the tools in the whole product range. In this way, the client was able to introduce a completely refreshed, updated look and feel to the marketplace, using the new hero images to communicate their offer.

Since this initial brand redevelopment, we have helped Padley & Venables to reposition their packaging design and also to apply a consistent brand message across many applications, from flyer design to Exhibition graphics, working with external suppliers to provide the best possible and most cost-effective solutions.

In the 10 years or so we have been working together we have helped the client build both digital and traditional solutions to their marketing and business support needs and have helped the client understand both the importance of brand and its consistency across all media.

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Pop-up Banner

Style setter for banners placed in distributors’ sites.

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Distributors’ Website

Bespoke system built designed and built by Everybody to keep distributor network up to date.

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Multi-language marketing materials

Conversion of Master style English materials for other regions, in this case China.

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Small scale trade exhibitions

Trade shows and small scale exhibition stands, often containing local languages to help region support for distributors’ network.

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Innovative Mailer

Mailer/handout including concept for to raise awareness of the “Ninja” drilling bits (new product) launch around the world.

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Multi-Bit packaging.

Boxes designed to house/ship rock drill bits, in various combinations from a dozen small 32mm drill bits to a single huge 87mm drill bit.

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Worldwide campaign

Promotion world wide for new look and feel of Padley and Venables products and marketing took the form of the localisable campaign, “the Perfect tools for the toughest jobs”.

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Catalogue styles all converged, continuing a clear and consistent style across all three tool ranges. (Colour signifiers used to differentiate groups at a glance.)

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Rock Drilling Tools (Bits and Rods.)

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Rock Drilling Tools (Shanks.)

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Demolition Tools.

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Contractors’ Tools.

WHAT THE CLIENT SAID:

P&V is a major International manufacturer of consumable tools for the Mining and Construction Industries, supplying product to more than 55 countries around the world.

The Company was originally established in 1911 and is recognised for its quality and service. Being more than 100 years old, we obviously try to think “long term”, not only in our approach to product and process development but in our relationships with both customers and suppliers.

Several years ago, we began a programme of updating our brand and Corporate identity and having worked with Everybody Can Design on various projects, we asked the team to help us on this new project.

Updating such a well-known and long established brand was never going to be easy but we have been more than pleased with the results.

Interest in the new website and uptake from the initial contacts through it has been phenomenally successful, as have the media campaigns, based around a completely new range of advertising and other promotional material.

Key to the whole programme has been Everybody’s ability to develop a rapid and detailed understanding of our business, so that we have been able to develop the best approach together.  For us, the result has been a crisp, modern image that sits well with a long-established business.”

Philip Barlow
General manager, Padley & Venables ltd.
(July 2017)

VIDEO PRODUCED AND EDITED IN HOUSE FOR EXHIBITION SUPPORT
(NOTE: THIS VIDEO HAS NO AUDIO)
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