So; selling software to Police forces is no easy task; the route to market is technical and procurement driven. So when we came to refresh the APD brand, it needed a lot of research. We needed to understand their entire route to market, internal sales processes, APD's sales team, the end client's various touch points and the history and ethos behind the company.
Once we'd established that, we worked really closely with the marketing team to create product identity for their existing products; whilst being able to expand identities when new products arise. After the product identities had been finalised, we completely redesigned their print and exhibition collateral. The first task was to arrange some photoshoots with the client and the relevant police forces.
We wanted to make the collateral feel 'real' and not 'stock image' based; we wanted the product in a 'real' environment, used by real officers. We then set about developing vector icons to represent the features and benefits to the software, which showcases very quickly and simply how and why a police force should utilise APD's software. As you can see from the collateral, it works really well and adds a fresh, up to date approach to the brand.
The website was the next project; which was developed in-house, with some really slick elements; like the 'zoom in' top banner. It adds movement to the photography, whilst being multi-platform friendly.