Pan United is a Singapore-grown and publicly-listed concrete innovation multinational company, with operations in four Asian countries and a workforce of more than 1,000 people. For their 60th Anniversary, they wanted to update their Branding to reflect a digital-first mindset that focused on Technology and Innovation. One of the main challenges was to rethink how we could re-introduce the 60 year old brand beyond just concrete, and into the realm of high tech innovations and integrated digital solutions.
The old icon was based on the chinese character of "众“ (which means the masses, or the people), and this beautiful word comprises of 3 "人“ (which means a person). We knew from the start that we wanted to retain this element of "connecting with the people" for the new icon, so we distilled the concept further down to the bare essence of a Relationship.
It takes two to start a relationship; in this case it can represent the brand and the employees, the brand and the customers or the brand with the world at large. Essentially the icon represents the concept of You & Me.
PanUnited has a wide range of specialised concrete products. For their product brochures, instead of using a plain old photograph of the actual product on the cover, we decided to use 3D graphics to make it visually appealing to the younger customers. We also created animated versions for each of them and showcased them on the website.
From the cover key art, we had a little fun and transformed them into animated gifs and used it as part of the brand awareness campaign.
To better reflect Pan United's impressive portfolio, we redesigned the website to showcase the sheer scale and diversity of their work right from the start. You can view the actual site here.
To kick off their content marketing campaign, we produced three 1-minute clips, showcasing their talents and putting them under the spotlight. We introduced them in their natural elements and let the viewers discover their personalities outside of work.
One of the most memorable highlights of this project was the realization of a wild idea that we pitched to the client. We shared an image of an art installation showing a concrete truck covered in mirrors (a "discoball" truck!) on one of our moodboards. By sheer coincidence, the same artist happened to be coming to Singapore for his next showcase, and was looking for a concrete truck sponsor...and the rest they say, is history.
