To create a subsidiary brand for the PLGRM group – Propergander, the commercial brand of this unique video production company.
PLGRM is a bespoke video production group based in Melbourne. By harnessing the power of storytelling, the company quickly captured the attention of the masses experiencing video virality and the rise of a cult following within only a few short years.
Seeing success and exponential growth naturally led to the group's diversification into the commercial market. This saw the birth of a subsidiary brand: PROPERGANDER. Targeting marketing professionals, their aim was to engage other businesses while staying true to their purpose of authentic, effective storytelling.
– Developing the PROPERGANDER brand without alienating the original message of the PLGRM group.
– Designing and delivering the new website in a short timeframe with a limited budget.
For this project, I was hired by PLGRM to led the design of the new brand end to end from the initial strategy and development of the logo and collateral material, all the way to the design of the new responsive website.
Brand and Logo
The PROPERGANDER brand was designed to approach a different audience to the original target audience of the parent company PLGRM. The goal of this part of the project was to give this subsidiary company of it's own style and still keep it in harmony with the parent brand.
The biggest challenge was to find a logo that could work in harmony with PLGRM. It took a few rounds of ideas and concepts before we found the right match.
Finally we decided the best approach was to designed the PROPERGANDER logo following the unique shape of PLGRM's logo as a way to achieve harmony and consistency between the two brands.
Building the brand from the ground up involved developing all assets of design including a comprehensive brand style guide for internal education purposes. This ensured the team understood the new elements of the PROPERGANDER brand and how to employ it in different applications.
With the brand assets in place, it was time to focus on the website. This begun with the introduction of wireframes and the Information Architecture of the new site.
Low Fidelity Wireframes
First, I presented quick wireframes sketches to the team, this part of the process was challenging because it required a lot of education from me to make sure they understood the purpose of agreeing on low fidelity wireframes before spending a lot of time building a high end website from the start.
After reaching consensus on the website layout, design got underway. An important requirement in the brief was designing with a user-centric approach. This proved a challenge in itself as the company had minimal user research on hand, so I decided to keep the site simple following best design practices.
Being a very content heavy website meant spacing was a major consideration in effectively communicating and presenting the brands message to potential clients.
Anticipating its importance, we took a mobile first approach from an early stage of design. This helped to safeguard against any space limitations when laying out content on the pages.
The newly designed PROPERGANDER website and brand gave the PLGRM group a way to promote their content and engage with a new customer segment interested in commercial video productions.