Print & Digital Associates (PDA) is a relatively new company, founded in 2011, by an experienced team of individuals from within the print industry, namely Harmsworth Printing, part of the Daily Mail Group.
As part of a restructuring plan at the Daily Mail, which included a redundancy package, David Wright, John Croucher and Paul Kilminster were offered the opportunity to continue the cold press element of the business under a new name and as a separate entity. As an experienced and existing team, this opportunity came at a perfect time to set up their own business.
The current economic climate, and resulting redundancies, has created numerous new small business opportunities, whereby the individuals can offer a bespoke and flexible customer-centric service, perhaps implausible for a bigger organisation.
However, in doing so, the new company will need to have a clear idea of its offering; product and services; opportunities within the local market place although, of course, the internet affords a much wider reach; budgets and growth plan.
“With John’s cold-set experience, Paul’s passion to incorporate digital technology alongside the traditional print presses and my sales knowledge, we felt we were in a strong position to not only grow the business but to move it forward with new technology at the same time”, said David. “However, although we had a company name, we had very little else!”
PDA is in the fortuitous position of having an experienced design team within the family, as David Wright (Managing Director) is the brother of Bryan Wright, co-director of Yellow Yoyo. Therefore, when PDA needed assistance with its branding and direction, they naturally appointed Yellow Yoyo.
Yellow Yoyo offers more than just brand, design and marketing. Bryan and Amanda, via unique Brand Clarity and Brand Asset workshops, were able to really delve into the detail of the company, discussing and reviewing PDA’s services and target audience in order to develop the brand, before even considering any design or collateral. This detailed process ensures that their clients brand journey begins (or continues) on the right footing.
To date Yellow Yoyo have successfully taken over one hundred clients, including FTSE 100 companies and SMEs, through these processes, helping make the right decisions regarding overall structure, value, personality, positioning, consumer proposition and key deliverables. In this instance, David, John and Paul, had already agreed on a company name but the workshop confirmed their decision and provided the building blocks to move forward.
The three ex-employees of Harmsworth are quite different characters but Yellow Yoyo, with all its combined experience, was able to guide them through this process objectively.
The brand clarity workshop for PDA commenced at the back end of 2011, and subsequently, the logotype, design of electronic and printed stationery, advertising and website followed.
In September 2012, the new company website went live, with the three team members feeling positive over the future and in harmony with their combined decisions and fully supportive of each other’s roles within the business.
Going forward into 2013, PDA is looking to maximise the print and digital integration and have already added an established brand to their portfolio; PDA is currently in the process of producing new flyers for Argos.
“We’re delighted with the progress as a result of Yellow Yoyo’s assistance. Bryan and Amanda helped us put the necessary building blocks in place to grow the business; it’s down to us now!”