SDG’s target market had changed, with Gen Y beginning to make the decisions. This meant the stagnant brand needed a refresh that would appeal to a new, younger market.

The brief was fresh and modern. Marketing had never been a priority for SDG, but it soon became clear it needed to be a focus. The external perspective was very different to that of the internal perspective, causing challenges in attracting the right clients. KEO was tasked with changing old perceptions, taking the SDG brand to the next level, professionally. 

Make it pink! 

Beginning with strategy, we explored the objectives and market opportunities available to SDG.

Looking at the core business values guiding these passionate surveyors who strive to provide the best of the best, we explored the emotional values that would set the brand apart. The target audience were identified and profiled to guide how we best move forward. 

The next stage was design. An icon consisting of 3 arches created a closed shape with a traditional shade of blue and red made up the SDG logo, but it was time for quite the shake up, that took a wee bit (a lot) of convincing. The new brand direction opened up the shape, brightened the colour palette, provided a soft and welcoming feeling that displayed strength and professionalism. 

Spelling out SDG, the KEO design team were able to reflect the 3 arches in the new logo. Through simple colouring trickery, the s also became a g, and the colours were balanced to attract the entire target audience. A transition away from red to pink, a lightening of the blue and the addition of yellow and navy created the perfect colour palette for SDG. 

SDG engaged KEO to deliver our recent rebrand that brought our firm into the modern world and helped us appeal to an expanded target audience.

We were delighted to work with their team of creatives who helped ‘push our boundaries’ to create a fresh & vibrant new ‘look & feel’ for SDG. We have worked closely with not only the design team at KEO, but also the developers and marketers to help execute our company objectives.

Not only does our new branding reflect who we are as a team and the values we hold, but more importantly sets us apart from the pack. The feedback from our clients has been tremendous and we look forward to working with KEO again this year and beyond!