Company Rebrand

Background: Our name and brand has been a topic of discussion (sometimes contentious) for the past 18 months. The questions have been asked – • Is it too corporate and not talking to all our current & potential clients? As background, we’re mainly Business2Business, Commercial office towers our bread, butter and jam – but we also dabble in residential towers, universities / colleges, and some government projects like transit stations. • Does it represent who we are and what we do and the culture we want to live and breathe? • Will we lose the goodwill that’s been built up if we change our name? Each of our brands has a logo and many clients will still refer to us by one of our legacy names… There is also the issue of people understanding our name… ‘Did you say TFL spaces?’ PSL Spaces? Was that @pfl and then a space? Did you say Spaces or Spices? In London recently, we looked at the very core of why we exist and what we do. Oddly, it took hours - but after stripping away loads of words and phrases we came up with our clear purpose - Make Cycling Easy. It was a lightbulb moment - that everything we do from the best spacial planning in the world, to our own amazing bike racks…knowledge of ratios of bikes to lockers to showers…. locker production, airing stations, ironing stations…. provision of towels and laundry / dry-cleaning services etc. makes cycling easy. Yep, everything we do Makes Cycling Easy - for the users, for architects, for owners and their managers. Great, but then it was suggested to us that Make Cycling Easy should be our new name, not just our purpose. Our leadership group consensus was that if we are going to go down the path of change then a clean break is required. PFL Spaces Branding Brief 2017: So, we then ran a companywide, anonymous naming competition. It was a hoot – lots of cool suggestions from the very obvious and explicit, to more subtle options, even more wordy names that PFL Spaces. In the end….none of them cut our mustard, so we’re heading outside of the cave to get this done. Scope: Stage 1 - Provide a reverse brief and costing Stage 2 - If you are successful, a full re-brand from stage 1: name, brand image, guidelines as well as an internal and external comms strategy, you may well come in there also. Linked below or in this shared folder: [login to view URL] are a few items that may or may not help you help us – a reflection of where we’ve come from and where we’re going - • Current website [login to view URL] • Old, intermediate and current Proposals & Collateral • Our previous back to Square One business philosophy and Square Two deliverables • Previous Mission & Values • New Who we are & What we do doc (since our February London strategy session)