The branding focused on transitioning PTY’s existing logo, colors, and font type from their existing set up to a new, more refined look that had the aesthetics and feel of a custom manufacturer. In addition, we wanted it to appeal to PTY’s target audience of Interior Designers, Purchasing Agencies, & others. How did we do this?
First, we started with logo designs that showcased not only the custom capabilities PTY offers when it comes to manufacturing hospitality lighting but also the capabilities of developing crystal chandeliers & other extremely intricate products that are top of mind when you think of lighting.
Next, after we agreed on a creative direction for the logo and secondary logos we focused on transitioning the colors Green, Beige, White, and Black to a more modern, crisp, luxury feel. The goal when it came to the color change was to create something not only that resonated with the target audiences PTY was seeking to serve but also that was timeless and would last 10-15 years or more. Some details we incorporated included a foil type that could be used as a statement color when it came to business cards & other items. The colors we decided upon were Blue tones, with grays, whites, and gold foil (gold color) where applicable.
Messaging & Content Creation:
The focus here was on simplifying the messaging to showcase the periods of transition in the production process for PTY and to show that we can bring designers inspiration to life. People buy what they see and feel comfortable with. Our goal is to make sure that is readily apparent and the content is assisting the buying process not hindering it through various confusing messages from a sales standpoint.
Website Re-Design & Sales Collateral:
This portion is more to reiterate on consistency. We want to make the message, branding, and colors resonate with the transition we made. Transitioning the website and sales collateral is always necessary when re-branding because it allows us to create a cohesive experience.
Process Improvement & Automation:
This portion of the project is a lot of the behind the scenes work that may not show up in the stat sheet. We created a CRM system to track projects from start to finish that is fully automated and connects all of PTY’s departments together under one tool. Having a single point of truth is crucial to decision making, tracking, and delighting the customer by catching things as quickly as they arise and notifying the proper people to handle the contingency plan.