We were approached to refresh and re-establish Park’s brand and marketing. They felt their brand had lost personality and therefore candidates were struggling to associate with their brand and register with them.
We undertook a large survey including internal staff, clients and candidates and from the results it appeared that although people loved their company, they did not feel that they heard from their staff enough, who they absolutely loved dealing with. It was as if their brand wasn’t communicating to their client base anymore.
From the survey it became very apparent that people loved Park’s staff and that in turn was their main reason for loving the company. We implemented a complete rebrand from logo and values all the way to website and social media to reinvigorate the communications and messaging. We softened their logo giving it a more friendly and approachable feel, to match Park’s approach, but kept their recognisable cyan.
Although this colour was strong it was far from unique, and we felt Park needed something that was instantly recognisable as theirs,. So we promoted the blue bench that has long been a stalwart of their office setup as the “hero” of their new campaign. Representing comfort, stability and cheery reliability not to mention that it’s an object instantly associated with a park environment. In effect the bench acts as both a stage for messages and an extra member or mascot of the Park team.
Using this as a base we developed a whole suite of literature and templates for them to use covering all their functional documents as well (documentation using vector illustrations, advertising using photography). This device and the accompanying messages were then applied to their new website, offices and numerous online and offline marketing campaigns.