Case study: Dormer Pramet
Video production by Swhype
Amaya Albisu
Vice President Communications, Branding & Marketing, Dormer Pramet
"It was a pleasure to work with Richard and Ruth on this important project for Dormer Pramet. This was a challenging Global project with multiple considerations and stakeholders to manage. Their ability to create a strong brand strategy, and align the visual identity, tone of voice and our brand behaviours left us feeling we were in safe hands.
Richard and Ruth were very keen to equip the team internally with the ability to tell stories and encourage behaviours that would continue to bring the brand to life. The global launch internally and externally at the trade-show was very well received and the supporting videos helping to bring this together were superb.
There was a huge amount of work involved from copywriting to video, website redevelopment and design during this project, which the Palmer&Co team delivered on time and to a high quality. The President, Senior management and our parent company Sandvik were all very happy with the work."
Dormer Pramet:
Brand repositioning
Dormer and Pramet, a manufacturer of machine tools and part of Sandvik group, were joined together 10 years ago. The time was right to rethink how the company and customers experienced the brand. The strategic decision to merge Dormer and Pramet under the Dormer Pramet brand, removing legacy Dormer and Pramet branding called for some strategic brand thinking, team and partner onboarding and a huge communications redesign project.
A 12 month near full time engagement allowed us and our extended team to deliver a challenging work programme and fully integrate ourselves into the existing Dormer Pramet team to achieve this.
A brand must authentically live within an organisation if it is going to successfully project itself outside and so our first work program involved time getting to know the global team and the culture of the company, and to see what they were already great at. This helped us enormously as we were able to capture the key behaviours that led to their successes and the way in which the customers saw the value and identity in the company they knew.
From here we were able to build the brand identity and grow the internal alignment to the new brand direction and image, shaping the way in which this was brought to life in communications externally and internally. We used storytelling as a key approach to explaining and exemplifying the brand and started to build this within the organisation going forward.
Deliverables for this project were created by our internal team and a collection of agencies managed by Palmer&Co, they included:
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Brand strategy & framework
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Brand hierarchy
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Brand identity design
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Brand guidelines
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Asset redesign
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Copywriting
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Trade show design
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Video production for internal and external campaigns
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Internal launch & onboarding
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External launch
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Internal training
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Storytelling workshops
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Tone of Voice workshops
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Website design
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Packaging design
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Template design
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Internal Brand steering committee presentations to the President and Senior Leadership