Since the launch of the new identity in 2003, sales in Serious's core areas of business have leapt by 75 per cent to just under £2million. Demand for the new maintenance business and tanker work has increased, bringing total turnover for 2005 to £2.5m.
Nearly three years on from the rebrand, Serious's relationship with Elmwood continues. 'Design is not cheap,’ says David Birkett, ‘but when we come up with ideas we can talk them through with Elmwood to see whether they're going to be a good investment.' For his part, Jonathan Sands praises Birkett for his foresight. 'He was very brave to go with something so edgy. He put his faith in us.' The most significant work in the near future will be a website aimed specifically at domestic customers, while the brand guidelines Elmwood created mean smaller scale work can be delivered by local design suppliers at lower cost.
Another happy by-product of the project's success has been a string of design awards recognising both the creative work and its bottom line impact. The latest came in late 2005 when Serious and Elmwood were honoured at the Design Business Association's Design Effectiveness Awards, with judges praising a 'bold branding decision, brilliantly executed, which delivered tangible business results.'
