Demma – Brand strategy, personality and visual identity
Demma was founded in 1989 to provide a unique range of high quality solutions and ongoing support for control of the Environment and Energy in Commercial and Industrial buildings across all industry sectors. 30 years on, Demma are one of the UK’s leading Building Energy Management System (BEMS) companies and have embarked on a mission to reposition itself at the forefront of the marketplace. We were invited to develop the brand strategy, new brand identity and visual identity system, all marketing communications literature and help develop a range of develop digital products including website, energy calculators and template designs for a variety of CRM generated proposals and quotations.
We worked closely with the team at Demma to develop the brand’s purpose and to discover a personality that truly reflects the positive close-knit nature of the company culture. We developed a modern, friendly forward thinking icon and logotype that represents both Building Foresight, the company’s new strapline and the infinity symbol. Demma’s aspiration to expand along with a continuous broadening of it’s services gave us inspiration to work with the concept of an infinite number of future development possibilities. The brand was internally launched to all staff through a weekend keynote at the NEC, Birmingham.
A tone of voice aimed at humans was established as people drive technology and not vice versa. Copy carefully communicates the benefits of Demma’s work through the voice of a friendly professional; warm, confident and re-assuring.
The use of a fresh light cyan reflects ‘blue efficiency’, a colour scheme rapidly overtaking the commonly recognised green of eco and environment. The avoidance of upper case typography softens the tone of the brand and can be seen primarily in the custom logo type. Iconography was designed to complement brand type with equal weighting and colouring. Imagery is a balance of human focussed and representational.
“Having engaged with O’Connell & Squelch for our strategic rebrand I have to say that our image and the perception from our competitors really has taken a big leap forward.
Before the rebrand we were almost like the best kept secret in the industry always good at delivering results for our customers but never really good at shouting about it. O’Connell & Squelch developed a brand strategy that has given us the tools and methodology to do so now.
But now wow what a difference. We look slicker, sharper and the imagery and language is an integral part of Demma, our people, our documentation etc.
The marketing material has had some great reviews from our customers with many of them commenting on how the image has improved. Our quotations were always a weak point on how they were presented but the new quotation and imagery and layout will form the basis of all quotes generated electronically by our new CRM system which will be known as Foresight again tieing it in to the new brand.
Since the brand launch we have seen a large upturn in communication via social media and have recruited several engineers directly as a result of our brand being stronger in the market place. Since the launch our workforce and customer base has grown by 10% which in these times of uncertainty regarding Brexit really has proven that the investment in the brand has been very successful.
Recently we were awarded a new four year contract with a major client and the feedback was that we had the best most professional submission and our imagery and language used was what set us apart from the competition.
We see the brand as being pivotal to Demma Groups success and really helps us stand out from the crowd and retains the image of strong core values.”
Group Business Director