Technology that sets you free – A European rebrand that celebrates freedom through innovation.
Technology that sets you free – A European rebrand that celebrates freedom through innovation.
Panasonic Business wanted to radically update its B2B brand across Europe to increase emotional engagement with customers and prospects, whilst emphasising the innovative nature of their technology and the way their many different products can work together to deliver connected solutions. They also felt the rebrand demanded a strong lead image. Something bold and symbolic, that would transcend the target verticals and represent the freedom Panasonic products gave you to take your business further.
We developed a distinctive and comprehensive brand platform, encompassing imagery, typography and copy styles to ensure brand consistency – not only across 35 countries, but in multiple product categories – without breaking agreed budgets. With designs chosen, a series of product application photoshoots and video shoots for each key vertical went ahead, and a new library of brand-compliant imagery was created.
While developing the suite of core assets, we also created a Panasonic ‘Freedom Eagle’. This became the centrepiece of the rebrand. Featuring a cross-section of Panasonic Business products, the Eagle embodies the ‘Freedom through innovation’ message – Panasonic products working together, quietly and steadily powering customers’ business and freeing them to succeed.
Research has concluded the rebrand thoroughly met Panasonic’s objectives, performing significantly stronger when compared to the previous look and feel. Post-launch ROI analysis by GfK showed a 33% increase in functional image appeal and an 18% increase in emotional appeal. 13 out of 19 emotional attributes scored higher with the new brand. Homepage bounce rates have reduced by 35.95% compared to the same period last year and research shows significantly higher engagement with a 30% increase in intention to purchase.
emotional attributes scored higher with the new brand
increase in intention to purchase
“ We are delighted with the results of the project and the positive response of our staff, partners and customers. We are very impressed that Torpedo have managed such a complex and strategic project as an independent, medium-sized agency. It shows you don’t need huge agencies and massive budgets to deliver high-quality, global re-brand projects. ”