POS and retail display experts SDI approached us to help them rebrand and reposition the company, with a brief to give equal prominence to design and fabrication – to help overcome the common misconception that they are just a manufacturer.
Our first step was to organise a brand workshop, bringing together key stakeholders from within the business to help us understand what makes SDI different. From here, we refined their brand proposition into five simple statements that would inform the new brand identity and allow us to clearly and consistently communicate what SDI is all about:
We Create; We Make; We Install; For Brands; For Retail
Our aim was to ensure that every touchpoint reflects that core proposition, building a story about the SDI brand. The new logo was created using a bespoke font made exclusively for SDI, inspired by the company’s own expertise in manufacturing. To accompany the logo, we created the ‘Made with Imagination’ strapline – a neat, compelling line that not only reinforces SDI’s manufacturing prowess but also brings their design capabilities proudly into the spotlight.
We also created a new website, filled with personality, but after a few years and with a new visual merchandising division within the business, we were asked to overhaul the website and give it a fresh new look. We developed a fully responsive website that better allowed SDI to showcase their latest work, while explaining their process and what makes them different in a more visual way. When first visiting the website, visitors are shown a video of SDI’s factory, which we planned, shot and developed, giving them an inside look at how SDI creates each display piece.