PIM Seef District

ABOUT

Longfords required a new brand identity that would fuse its legacy of classic craftsmanship with the company’s focus on innovation.

Defined
Longfords is an Irish architectural metalwork company that began as a family business 1976. Longfords gradually expanded its scope and has since worked on many prestigious world class projects.

The company’s main setback was that its brand identity was outdated and did not leverage Longfords’ true offerings — the brand did not communicate the level quality or ingenuity that goes into each and every solution nor did it honour Longfords’ legacy of craftsmanship. The brand identity did not stand out in the marketplace and did not appeal to Longfords’ diversified stakeholders. Longfords sought to expand its operations throughout Europe and the Middle East, but due to its outdated brand identity, this proved to be a challenge.

Designed
We worked closely with Longfords to understand the types of solutions the company provides, the different segments of customers and their unique motivations. We conducted an internal audit and a market review of Longfords’ main competitors and clients. To accurately express their unique approach, we developed a compelling brand positioning strategy, identified the core values at the heart of the brand, crafted a vision and mission statement, a tagline and other communications.

Originally named, ‘Longfords Architectural Metalwork Limited’, we simplified the name to ‘Longfords’, so as not to limit the business to architectural metalwork. We then designed a logo to reflect the new brand identity, creating a Longfords signature—a hallmark of quality representing the level of craftsmanship that goes into each and every deliverable. We also developed a visual system and guidelines for all brand communications. Finally, we designed, developed and wrote copy for the website, the primary touchpoint of the new Longfords brand identity.

Delivered
We developed a new brand identity which positioned Longfords as an established brand focused on delivering highly crafted, bespoke solutions. PIM successfully created a brand that reflects Longfords’ innovative approach, while retaining a sense of heritage and craftsmanship. We developed the tagline, ‘crafting innovation’ and created a brand identity that resonates with Longfords’ stakeholders, putting craftsmanship at the heart of the brand.

MADEIT CREDITS

  • LongfordsClient

Crafting innovation

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