During over six decades in the security and monitoring industry, Pelco had built a solid reputation. But, a recent lack of investment and ownership changes tarnished its image.
Following its acquisition by Motorola Solutions, Inc., Pelco revamped its portfolio, putting its technology on the forefront of the security device industry. It also shifted its business model to open more opportunities for its distribution partners. As these changes began to take shape, Pelco engaged The Indelible to reinvigorate its brand to support the new business strategy and announce it to the market.
To evolve the brand, we interviewed customers and stakeholders across the business to define a distinctive purpose, audience mindset, value proposition and brand essence. We used our proprietary brand character model to inform the brand’s verbal and visual articulation. We then developed a robust expression system of audience-specific messaging, an evolved identity, a refreshed color palette, new typography, photography and graphic elements.
The result is an austere yet energetic brand system unlike any in Pelco’s competitive set. Bold, supercharged type and heroic product photography combine with direct language and graphic accents to tell the story of a technology leader built for the era to come.
