Launching A New Business Division


Formed in January 2012, Panasonic System Communications Company Europe (PSCEU) is part of the global B2B arm of Panasonic.

Combining four divisions – Communication Solutions, Computer Product Solutions, Visual System Solutions and Professional Camera Solutions – its formation created one of Europe’s largest business technology companies. So being tasked with creating a new brand identity for the new organisation – along with a new, all-division website and ongoing marketing activity and systems across Europe – was an exciting challenge.


  • To create a positioning and visual identity for Panasonic’s European B2B division that was distinct in its own right whilst maintaining the principles of Panasonic’s global corporate brand.
  • To migrate, re-architect, design and build four divisional websites, into one consistently branded website.
  • To cut the cost of marketing collateral, by automating the production process, and allowing country managers to produce their own materials.
  • To increase pipeline coverage attributable to marketing, and reduce cost per lead.


Working closely with PSCEU’s European marketing team, we arrived at a brand essence of ‘technology for a better working world’ – echoing Panasonic’s overall goal of improving the lives of its customers.

In terms of visual identity, several factors had to be taken into account: the existing global Panasonic identity; the need for a unified, cross-divisional look and feel; and the ability for each division to retain its own identity.

To answer each of these, and create a brand with differentiation and appeal across the continent, we introduced a colour-coded ‘light-strand’ device, representing the ethos of Panasonic Business Solutions – capture, compute, communicate – as a thread running throughout all communications. Comprehensive guidelines were created to support the rollout of the new brand and have been received extremely positively.

The new look and feel has now been applied across an all-new PSCEU website, online and offline marketing collateral, exhibition materials and much more. The website is staggering in terms of its scope – containing over one million words, 16 target sectors, almost 13,000 pages and translations into 23 languages.