POS and retail display experts SDI create displays for some of the world’s biggest brands – from fashion stalwarts like Harrods and Dior to supermarket giants such as Tesco and M&S.
A business in need of recovery
SDI approached us after a period of administration to help them reset and reposition the company, with a brief to give equal prominence to design and fabrication – overcoming 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.
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.
A visual refresh
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 it and give it a fresh new look that would appeal to SDI’s growing and discerning client list.
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.
Resetting priorities during a pandemic
When the COVID-19 pandemic began, and retail shops around the country began to close and refocus to online sales, SDI needed a new business model. Using their agile in-house manufacturing facilities, the company prototyped hand sanitiser dispensers and began creating bespoke ones for their larger supermarket clients.
However, their off-the-shelf sanitiser dispensers were proving popular, so they turned to us to develop an e-commerce store to allow them to sell the units online. We got to work as quickly as possible, developing a platform that SDI could use to not only sell sanitiser units, but that could be replicated to suit all areas of the business, including mannequins and catering.
Once the shops were live, we worked with SDI to create digital adverts, using Google Ads and Shopping, Facebook, Instagram and LinkedIn to raise awareness of the products and promote sales. Our efforts helped SDI in its journey to double its turnover during 2020, turning a worldwide change into a momentous opportunity.