Industrial Strength, Human Touch
- Client
- PMW Industries
- Industry
- Industrial manufacturing
- Market
- Malaysia
- What we did
The challenge
PMW Industries makes steel and concrete products for Malaysia’s infrastructure, including poles for power and telecom networks. By 2016 its look had fallen behind the company. PMW was expanding into international markets and planning for a future listing, and its brand needed to be ready for both.
The risk in a refresh like this is losing what people already know and trust. PMW’s customers recognised the brand. It needed to grow up without becoming a stranger.
Modern enough for the world. Familiar enough for the people who knew it.
The strategy
Less factory, more people
We kept the original mood of the brand and modernised it. The logo was refreshed from the existing one, so long-time customers still knew it at a glance, while cleaner lines and a deep blue palette made it feel at home in international markets.
Then we added the human side. Most industrial brands show machines. We showed the people who run them: the crew on the line, the welders, the hands behind every product. The photography and the brand film carry the same idea, so PMW comes across as strong and capable, and also human.
Positioning and identity
A clear position for international markets, and a logo and identity refreshed from the original to keep its feel.
Brand film
A three-minute film of the plant and the people in it, made to introduce PMW to new markets.
Photography
Moody, human photography of the crew, the production line and the products.
Website and marketing materials
A new website, stationery and a corporate brochure in the refreshed look.
On the factory floor
In motion
The brand film
The outcome
Still in use, years later
PMW still uses the identity today, years after the refresh. It gave the company a brand ready for international markets, while keeping the warmth its long-time customers knew.
