The brief
APD Group came under new management in 2018 after being acquired by Ed White. As a result, the business required a new brand identity and voice to reflect the new leadership team’s vision and strength of their capabilities. Since its inception in 2005, APD has demonstrated outstanding expertise in building and delivering business management solutions — from advanced software products to consultancy services — to help businesses in the automotive sector improve performance and maximise profitability.
They wanted their new brand voice and marketing content to reflect their in-depth knowledge of the industry, cutting-edge products, and forward-thinking vision while getting across their professional, down-to-earth personality. Furthermore, they were keen that the language used to explain the complexity of their services was jargon-free and conversational, moving away from the traditional and bland ‘business’ style they had followed until now.
The challenge
Communicating a dense and dry subject such as technology and business consultancy is never easy. I had the challenge of bringing APD’s expertise and point of difference to life through a language and tone of voice that’s conversational and easy to follow. Working closely with APD’s leadership team, Yolk Design Consultancy and the web development agency, I helped APD articulate their unique selling proposition (USP) “Better Future” and brand story through a new set of brand guidelines and website.
When developing copy for the new website, we focused on the end customer’s needs. This process enables the reader to quickly identify how APD’s services can help solve or overcome specific challenges, promoting engagement and the desire to ‘find out more.’
The results
APD’s new brand identity and website have become the foundation of the company’s new marketing strategy. The firm was so impressed with the quality of the work that it has now commissioned our services to become their outsourced marketing function. We deliver monthly press releases, newsletters and LinkedIn activity to support their business sales activity.
“APD engaged the services of The Little Red Writing Agency to initially help us develop a PR strategy, which was followed by a complete re-branding of the company for which Isabel and her team provided strategic input and created the copy for our new website and supporting materials. Over the last two years, we have had a strong working relationship with a collaborative approach, and we are now engaged in developing the next phase of our marketing strategy with The Little Red Writing Agency. We have found Isabel to be creative, reliable, responsive and engaging, which has helped us develop and implement our marketing strategies.”