for VISUAL COMMUNICATION DESIGN
HMP is the result of a merger of various entities individually existing for several years, their common expertise mechanical design and manufacture. The accompany several professionals (production parts, machines, pieces for sculptured designs for art galleries and so one) as well as individuals (manufacturing doors, stairs and so forth).
The group called upon Made for you to clarify their communication strategy and highlight their expertise & after defining the group’s new visual identity and brand architecture, the agency has now created its new website.
New design, new brand
After thorough analyses of the current market, the agency focused on the strategy to apply in terms of positing the brand to best highlight HMP.SN.
The reflection conducted by Made for you focused mainly on the architectural aspect of the group, as well as the fact that their brand name is quite complicated to remember, evoking close to nothing for potential clients. The aim is to preserve their identity as well as their reputation, while simplifying the understand of their brand, their different expertise as well as what they have to offer. The “SN” was scratched off, giving it a whole new meaning.
An evocative visual identity
The « HMP Group » logo is created to underline the strength of the company. And the letters are created in the same way the group stamps it on their pieces. In the background, sketches and schemes evoke the global accompaniment that HMP represents.
Each expertise is symbolized by pictogram as well as a specific color, chosen with the client to better understand and highlight their different services. The brochure is complemented by a short presentation of the company as well as product sheets, each represented with their individual colors. Those colors are present in the business card and adapted to each activity and member of the group. The front is composed of the logo, and the pictogram to highlight the diversity, the name of the employee” lit” and the color that represents their expertise.
A humane visual identity
The aim is to create emotion in the very specific domain, as it was a priority to ease the clientele. Made for you challenged themselves to reach the perfect combination between visual identity that is “technical” and a more human approach
Bringing multi-expertise to the fore
Each area of expertise is symbolised by a specific colour, selected together with the customer, to facilitate understanding of the different departments and the way they complement each other.
Like the brochure, the website homepage begins with a generic presentation of the group and what sets it apart, then continues with animated tabs that lead to details of each department. It ends with a process highlighting the 7 complementary departments representing the chronological stages of a complete support service to meet all customer needs.
A balance between technology and human know-how
The new visual identity highlights the group’s technological expertise, through the logo, colours and background, reminiscent of a design office layout.
This is complemented by photos showing the teams carrying out their duties, ensuring a fair balance in bringing out the quality of both machinery and human expertise.
Action photos are preferred to posed images, creating a dynamic result that indirectly highlights the group’s responsiveness. The animations used throughout the website reinforce this idea.