Pakenham Doors and Screens were in need of a total makeover in order to reflect their position as one of Australia’s leading suppliers of Security Doors, Insect Screens, Shower Screens, Wardrobes and Mirrors. After 25 years in business, they had well and truly outgrown their name, brand and website. We were briefed to create a new Name, Brandmark, Corporate iD, Brand Guidelines, Responsive Website, Van Graphics and Building Signage.
The name needed to be memorable, distinctive, engaging, Australian and preferably just one word. Being relevant and memorable is paramount. It's often quite difficult to find a name that ticks all the boxes and where the domain name is available. After going through an extensive naming process and producing a long list of possible names, we came up with a short list of 6. Interestingly, there was one that stood out for everyone and that was Kestrel.
The Australian Kestrel is a Falcon, who's distinctive straight-winged hovering habit makes identification easy. Whether hovering over crops and grasslands, coastal cliffs in windy areas or in city locations, the Australian Kestrel considers the big picture before deciding on the best course of action - clever, precise, agile and supremely adaptable. These distinctive attributes reflect the companies attitude to their business, products and customer service.
The Kestrel Brandmark was designed to be visually engaging and reflect the strength, precision and adaptability of the newly named company. A bold graphic depiction of an Australian Kestrel was developed using graphic shapes and smooth colour graduations. The colours selected are present in the wings of the Australian Kestrel. The typeface Museo was chosen for its bold and distinctive look, and is available in print and web fonts, in a multitude of weights, with serif and san-serif, so it was adaptable enough to be used throughout the project, in a range of print and digital formats.
Web design & Development
The new website is designed to be visually engaging and was purpose built to make the experience of researching, comparing and ordering easier than ever before. The wide range of products, and specifications on offer is communicated in the most user friendly way possible. Simple, clean and precise navigation draws the viewer through the site to discover all the products and options available and allows them to obtain a quote with a huge range of variations and options. The precise, detailed product photography throughout the site was photographed by Igor Sapina and art directed by ThompsonCooke Creative to ensure it reflected the high quality products Kestrel produce.
A major component of the Kestrel website was the development of the quote cart. A client can specify selected products in the design, size, colour and mesh type they require, with a multitude of optional extras included. They can also see how the price alters with each specification selected. Kestrel can then confirm all requirements with each client before purchasing. Kestrel can regulate all orders within the website CMS and sales staff use tablets to instantly confirm pricing onsite.
The new Kestrel branding was followed through on to business cards, letterheads and stickers. A spot gloss was used to highlight the Kestrel graphic and business cards were matt laminated to ensure their durability for sales and installation staff. A single colour sticker with phone contact was designed for use on all products - providing easy reference for repeat business.
The Kestrel Showroom and Factory were repainted and updated with the new name and branding. Way-finding signage, separates the workshop from the retail entrance. The corporate iD colours were matched to Dulux paints for the factory exterior and the new corporate iD has made an impact in the streetscape. Kestrel's vans were also updated with the new branding, to create a fleet of eye-catching moving billboards for the company.