Established in 2005, PDH Sports are regarded as one of the UK’s leading independent online racket sports shops with a strong focus on squash, tennis, badminton and racketball, owned and operated by former racket sports professionals and industry experts.
The founders of PDH Sports challenged us to rebrand their business and its associated marketing assets, with the aim to take their image to the next level and, at the same time, take staff on a journey that would equip them to meet the sales, marketing and operational needs of an expanding business.
HOW WE DID IT
A series of workshops with owners and key staff provided much-needed insight into the sales operation and customer base of PDH. This feedback enabled us to revisit the company values and vision, commencing with the introduction of a new corporate font to reflect the renewed ambition and focus of the owners. We also created a visual identity guide to include the new PDH marque, extended colour palette and, critically, the strapline ‘play like a champion’.
Each brand adjustment had been carefully selected to harness the professional sports background and competitive nature of the owners and many of their staff. The new brand was shaped to appeal to the type of customer PDH was looking to attract, namely hard-working, competitive, team player with the income to buy quality equipment to achieve success in their chosen racket sport.
With all the brand assets in place, we redesigned the PDH retail website and online promotional material and the design and look and feel of its direct marketing e-shot.
What came out of the rebranding has definitely influenced our thinking. It has given us a stronger identity, we are seen as more confident, more focused. Importantly it has revealed our background, which is founded in professional sport and had become hidden over time. We are delighted with their work, which provides not only ongoing direction for our brand but also greater consistency in its delivery.