What’s in a name
Plandescil is a well-known name within its sector, it is also a name that is made up of three of the key areas it works within, 'planning, design, civil engineering'. However, a key take out from our initial workshop proved that this name is often pronounced and also spelt incorrectly so a decision was made to compact it into its initials. Another key take out from the initial workshop was that Plandescil is a people focused organisation that actively cares about its staff and their well-being. There’s huge benefits to new recruits being ‘Plandesized’. Career development is demonstrated by the young team of directors. By joining PDC you are going on a journey – this influenced our direction for the PDC logo, created using an ellipsis device … the link from one message to another, it also graphically represents the link between PDC and its teams careers and also its forward thinking. The circles also help create the visual brand as a framing device.
Future focused
The workshop also told us that PDC wants to be known as a future focused business. Most engineering firms are positioned as understated, safe and reliable, PDC was no different. But to attract staff nationally we needed to reposition them as one that is exciting, dynamic and innovative who look and sound fresh and contemporary. We want to expose the brands passion, enthusiasm and youthfulness. Externally we needed to represent PDCs brand to both experienced (but not necessarily older) recruits and graduates (whilst being mindful Norfolk is not a hotbed for engineering talent) and internally to existing staff. PDC needed to be thought of as exciting, innovative, caring, energetic and enthusiastic. Using the new brand as a filter for how they act and behave.
A brave new world
To create a successful brand for PDC we needed to create a dynamic, bold and brave tone of voice. Firstly we wrote a brand story, an aspirational vision piece that would be used as a driver for new recruits and also, when ‘chopped up’, could be used as smaller headings on the website and other marketing materials. This tone was then backed by a strong colour scheme which was a tweak of the existing PDC palette and completed with bold, headline typography. All these elements created a brave, bold and vibrant people focussed brand that encapsulated a youthful exuberance and engineering excellence.
Creating an ownable attitude
Once we had all the brand elements in place we could then put together a website that was true to PDCs new brand, a website that broke convention when it came to the ‘norm’ in the engineering landscape, encapsulating an attitude and spirit of PDC where we went above and beyond just functionality.
Relocating to a new purpose built premises in Snetterton, Norfolk, staff photography was captured using motion, playfulness and personality by richarddrury.co.uk
