A Different Approach
Parkside is a privately owned flexible packaging solutions manufacturer who had traditionally served the tobacco packaging market in Europe and Asia. With the decline of the tobacco industry, Parkside was seeking to reposition itself as an innovative, flexible packaging solutions provider to the food, drink, personal and household care industries in Europe.
The brief was to provide Parkside with an overall brand repositioning strategy, including an enhanced marketing communications campaign, to drive growth in new market sectors and enable the market place to recognise the capabilities and competencies of the company. This would include an overhaul of their existing corporate identity, design of print and digital creative including logo, stationery, signage, sales materials, website, iconography, exhibition stand design and digital planning.
Developing and implementing an entirely new business strategy for any company can be tough. Parkside recognised the benefits of working with the entire PHD Design (PHD-D) and PHD Marketing (PHD-M) teams to deliver its cultural and market strategy shift.
PHD-M delivered Vision, Mission and Values workshops to engage employees and enact cultural change. PHD design created illustrations, handbooks, signage and internal guides to support the cultural change.
PHD-M developed strategic themes for market positioning and communications including ICE strategies (Insight, Creativity & Empowerment) for the sales team and APEX (Advanced Packaging Expertise) themes for the R&D teams and PHD-D worked to brand the entire strategy.
The logo was enhanced and the ribbon branding was created. Each colour-coded ribbon represents a business competency, from lamination to smart technology, which was then used for iconography, communications and promotions across print media, digital and web.
A new website and digital strategy was developed and the company has gone from strength to strength. Parkside is recognised for its innovative approach to new product development and has recently invested in a creative suite to host its client innovation workshops.
The work continues…
– Nick Smith, MD, Parkside