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Pico Brand Renewal
Results
Before the rebrand, Pico was almost universally known as a “design & build” company focused on exhibitions. One year after the rebrand, the transformation in perception was clear. The rebrand transformed perceptions to the extent that Pico is now competitive with the top brand agency networks and is winning work in the same digital and direct marketing spaces, along with strengthening the core experiential marketing business.
Internally, the rebrand provided a common and consistent platform for how account staff communicated purpose and capability globally and helped to bring the market agencies feel like they were part of a larger purpose and a global team.
In 2018, I led a small team, with a very small budget, on a mission to perform a complete brand renewal for the Pico Group. This followed a half-year audit and research around the state of the Pico brand. At the time, the overwhelming perception of the Pico brand, developed over the previous 40+ years, was that Pico was a “design and build” agency that serviced mostly exhibition and government clients. At the time I joined, the Pico Group had almost no reputation in digital marketing or event activation. Additionally, our “House of brands” was a mess with competition agencies and business corporate identities formed ad-hoc.
Details
The truth of matter was that the Pico Group is comprised of over 100 businesses and agencies covering everything from programmatic ad buying, to branding, to experiential, to museums, and theme park design. These issues were limiting growth and we needed to renew and transform perceptions of the brand to move forward.
We started from scratch, crafting clear vision, mission, and service statements. We clarified and consolidated what we stood for, and incorporated digital and data into our core services, which at the time was only starting to be adopted.
The result that was accomplished inside of a year was a unifying brand manual and guideline, a streamlined house of brands, a modernised corporate identity and design language that leveraged the existing logo and brand recognition, and a full set of renewed corporate collateral that incorporated standardised work and creative processes. All materials were localised for our 36 offices around the globe and a repository of assets was created and is maintained.
In 2018, I led a small team, with a very small budget, on a mission to perform a complete brand renewal for the Pico Group. This followed a half-year audit and research around the state of the Pico brand. At the time, the overwhelming perception of the Pico brand, developed over the previous 40+ years, was that Pico was a “design and build” agency that serviced mostly exhibition and government clients. At the time I joined, the Pico Group had almost no reputation in digital marketing or event activation. Additionally, our “House of brands” was a mess with competition agencies and business corporate identities formed ad-hoc.
Corporate Identity
Pico Brand Renewal
+8%
Brand Awareness after the first year of the rebrand
SGD $40K
Total Production Budget
$0
Media Budget
+8.3%
Revenue increase after the first year of the rebrand 2018
17.3%
Revenue increase in 2023
(HK$8.37M / HK$45.65M in 2023, / HK$3.09M / HK$24M in 2018)
+
Transformed both client and industry perceptions and understanding about the Pico Group brand
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