PBG Erigo
Branding process for one of the largest construction companies in Poland
About PBG Erigo and our mission
In 2016, PBG was worth PLN 3.7 billion, and PBG Erigo (formerly PBG Dom) was responsible for all of the company’s development projects. Our task was to rebrand the subsidiary (while leaving the main part of the PBG brand).
Strategic Assumptions and Brand Identity
The research carried out indicated high brand recognition as a reliable Partner in the construction sector. When working on the identity of the new brand, we focused on showing features based on the strength of the main brand’s message. The features that were to distinguish the brand from PBG were primarily a modern approach to building and managing real estate with very close, relational contact with the brand’s future Clients.
New brand name and logo
We started creative work on the brand by creating a name – the strongest signal of each brand. At this stage, we developed 9 name proposals with available domains. From them, the Client chose the name PBG Erigo, whose roots come from Eriger (French) – to rise, to go (English) – to go, run, forward.
- Colors – the second most important brand signal is colors, the color palette used was based on the basic PBG colors, i.e. navy blue and yellow. We expanded it with additional shades to give the brand energy and increase design possibilities.
- Graphic sign – in the symbolism of the sign we wanted to combine buildings (skyscrapers), a graph (growth, reaching high) and building (adding blocks).
Keyvisual - the unique visual style of the brand
The PBG Erigo brand invested in three business segments: residential construction, commercial construction (including shopping malls) and office construction.
The distinguishing features of the individual segments were:
- Roof shapes on the strip/pattern – depending on the segment, they symbolically referred to the subject of the activity in a given segment
- Photo style – energetic, showing customers in typical situations (e.g. for shopping malls, a woman shopping)
- Colors – a palette of 5 colors derived from the 2 basic colors of the brand
- Verbal message with a customized segment slogan
Consumables PBG Erigo
During the development of the brand’s utility materials, we designed, de facto, only the basic materials, i.e. the absolute minimum from the point of view of the corporate brand. The main communication was to take place at the level of investment brands.
In the design of the brand, we took care to maintain its coherent signals, creatively transferring them to individual media (e.g. an offer folder or a CD … that’s how we commonly used CDs to communicate projects in those days).
Design and
implementation of websites
While implementing the new branding, we were also responsible for designing and developing mockups of the brand’s website. Due to the specifics of the industry, the website consisted of two information areas (corporate – communicating investment strength and dedicated to a given investment – focused on promotion and commercialization).
Reference letter
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