Brand creation, website, brochure, advertising
Based in California, Panattoni is the world’s largest privately owned Industrial Developer. They bought First Industrial, a small but highly successful industrial developer base in Warwick, in 20XX to acquire a presence in the UK market. Formally part of Panattoni Europe, the UK division has been allowed a degree of autonomy, both operationally and in its brand identity.
What set Panattoni apart in the market was its commitment to SPEC building: delivering buildings speculatively and offering them to the market, rather than building on the instruction of a client. This strategy was the result of their correct reading of the market’s future demand but went against the grain of ‘received wisdom’ when they initiated it.
But they were bullish in defence of their strategy. They wanted to define themselves as leaders, not followers: forward looking, insightful, the guys that set market trends. They wanted this expressed in a brand campaign, a new visual identity and a new website.
The visual identity
A unique visual language
The visual identity we created for Panattoni UK had to be as bold as their ambition and impossible to emulate. The solution was a design grid that evolved out of their logo, with a recurring motif of strong angles and intersections that created a unique visual language as it mediated between images, body copy and headlines in all designed pieces.
The brand campaign
It’s time to build
We created the proposition ‘It’s time to build’ and developed a narrative about Panattoni’s role in building the infrastructure for the hyper-connected online world that internet retail in particular is calling into being. We told this story in a short movie that sits on the homepage of the new website, in their MD’s introduction to the virtual reality scheme movies that we created for the agent’s market (these were viewed on VR headsets sent to targeted agents in a good old-fashioned mail out), and we told it in PR and social media posts.
Fully responsive and easy to navigate
They were delighted with the new visual identity, but expressing it effectively on the website militated against using a modular grid, now near universal in web design as it makes it much easier to develop a responsive site (website responsiveness is the ability of a site’s grids to adjust automatically to different screen sizes and ratios). Our senior web developer worked tirelessly but very effectively with our design team to deliver a site that expressed Panattoni’s new brand perfectly, while being fully responsive and easy to navigate. And they did it against a very tight deadline.
As well as a strikingly distinctive look and feel, the site new boasts a much-improved property search function and incorporates all previously independent scheme sites, now fully rebranded. These and other changes have improved user journey’s and driven up SEO.
The site/brand was launched in Q3 2020. The launch included the VR headset mail out and there was an online campaign. Market reaction has been overwhelmingly positive.
Brand Creation, Brochure, Advertising
First Industrial was formed in 2009 by a small team of highly experienced industrial developers, determined to make an impact in a market dominated by a handful of very big players. They were acutely aware of the role brand creation and promotion would play in helping to get them noticed in such company.
We created a full corporate identity for them, built around a logo as strong and confident as their name. It was applied to all the expected marketing pieces, but we also created something unique within the industry.
The Product Guide
The First Industrial Product Guide explains to potential customers and investors the entire process of delivering a large industrial building, showing the quality, scale and efficiency with which First Industrial deliver. Widely admired by competitors, it is seen as an indispensable selling tool by the First Industrial team.