Brand Identity


PropellerNet. A leader in the UK Search Engine Marketing industry. Our work included branding, stationery, website, exhibitions.




Brand identity

The brief was to design & manage a brand perception survey that allows us to determine valuable customer and brand insights • Provide a follow-up research report on current brand perceptions and provide strategic recommendations for driving the brand forward • Re-brand PropellerNet as an SEO agency and re-position the company as an industry leader in SEM industry • Apply new branding to a range of primary and secondary applications (exhibitions stand, stationery, signage etc.) • Develop new website architecture, design website front-end and produce an associated build kit. Key insights derived from our brand perception survey indicated that clients felt that PN were a great company to work with. The results indicated that they were friendly, approachable, sensitive to client needs and came across as people who really know their stuff. We also felt that actual propellers as a visual device seemed like a dated concept so we went one step further and introduced the rocket concept which in effect uses propellers and propulsion but to a greater effect. The visual language communicated by the branding is friendly and approachable and says that PN are a fun company to work with. We explored numerous illustration styles for the rocket and finally settled on the cartoon-based illustration as this was fun and well received by our testing audience. The rocket gave us ample opportunity to develop engaging headlines and campaigns, which has been clearly demonstrated by the exhibition stand and home page design. We also introduced a sales message that uniquely positioned PN as a jargon-free SEM consultancy.

Online strategy, architecture & website design

We identified the fact that a lot of Search Engine Marketing (SEM) organisations typically overload their prospective clients with heavy industry-specific jargon… This jargon is not always easily understood by the chief decision maker who typically owns the business. Therefore, Firedog’s challenge was to create a design that broke the jargon mould and offered simple, effective sales proposition for non-technical people to understand. Another objective was to create a pleasing and memorable web experience and avoid cliches typical of the SEM sector (traffic lights, green lights, go icons etc.) It was imperative that the home page was clear and not overloaded with sales-orientated information. It needed to communicate the personality and friendliness of PropellerNet. We therefore made sure that we used as little text as possible, and reinforced the brand that people would have seen at other brand touch-points. The copy referred to the overuse of ‘jargon’ within the industry and instead gave a very human and approachable impression of PropellerNet as an SEM supplier. The light style gives a friendly impression of a company committed to bespoke solutions – not a ‘techy’ ready to confuse you. To ensure people were hooked into the site, and indeed PropellerNet’s services, we used eye-catching imagery selling ‘free market research’. This ensured contact was made as soon as possible. The jet streams run from top to bottom on the sublevel pages to pay homage to the brand at all times.

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