Creating a leading brand for a new era in facilities management

Pareto had already invested in advanced technology and engineering expertise to meet customer needs, but this investment wasn’t reflected in their brand. The brand had to position itself as more than a reliable supplier of services. To succeed, it had to become a long-term partner that helps customers to future-proof their spaces, with technology and technical expertise at its heart.

The change

We crafted every element of Pareto’s new identity – from its new positioning and narrative through to its logo, brand identity and website. The positioning ‘Ahead of the curve’ captures Pareto’s commitment to leading their industry and helping customers to future-proof their workspaces by offering cutting-edge technology and a commitment to service excellence and the best people.

We brought the new positioning to life by creating a unique and instantly identifiable brand graphic, the ‘Pareto curve’. It appears on all communications and is used flexibly, along with photography, a new typographic style and iconography, to create sleek brand graphics.

The photography style was a particularly important asset. A new style of art direction was developed to project a more authentic image of the company that was framed around their dedication to detail.

This unified visual language ensures that the company still stands out in its category as a challenger and that it appeals to a younger, more tech-savvy audience, while maintaining its credibility with existing customers.

Activation

To ensure impact and success at launch and beyond, we created a phased activation plan to launch the new brand both internally and externally, focusing on essential launch activity alongside higher-impact storytelling.