PMDL
PMDL is an international architecture, interiors and masterplanning studio with offices in Australia and Hong Kong. After years of global growth, including a significant acquisition, their brand needed to reflect not only its maturity and scale but also a strong central position. Building on their brand strategy, we liaised closely with leadership and key team members across sectors and time zones to achieve alignment on the PMDL difference from both a brand perspective and the business's operational needs. Through the development of the refreshed brand system, language, website, and a suite of templates, we were mindful to strike a balance between honouring this multifaceted studio's past and setting the stage for its next era.
A SHARED PERSPECTIVE
With alignment on PMDL’s new positioning – A shared perspective – we stabilised the core brand system, which would be both elevated and easy for the global team to use. With such an expansive list of audiences, communication needs and internal endeavours, we needed to a simple brand architecture that could flex. To this end, we developed a typographic system that the team can adapt to their needs. Central to this was the pairing of a refined workmark with a graphic line device, designed to bring various initiatives together. Our updated brand system also retained heritage elements, such as the original symbol, but redeployed them in a subtle way.
A NEW DIGITAL EXPERIENCE
PMDL are a global practice, and they now have a website that reflects that. Their story is told clearly, in an elevated tone, and their projects have a generous platform to be showcased in depth. Building a modular website allows the team to manage and adapt content to suit PMDL’s evolving communication needs without compromise. With a brand system that could flex, we could introduce elements such as colour and hover states that injects touches of personality. Key legacy moments in the PMDL history, such as its acquisition of the venerated Geelong-based practice McGlashin Everist, allowed older projects to share the spotlight with contemporary projects.
"One of the most important outcomes of this project, like many we undertake, is uncovering alignment and clarity. Inclusive stakeholder management across hierarchies and time zones was core to the success of this project. This is the value we’re proud to have left: hearing many perspectives and bringing everyone together as one PMDL."
