Introducing the new Parker – Delivering way more

As we mark 30 years in business, we decided it was time to step back and reflect on who we are, what we stand for, and where we’re headed.

We asked ourselves important questions like:

• Who are we, and what values drive us?
• What makes us unique, and how do we stand out?
• Are we still relevant in today’s competitive world?
• How are we perceived by clients and potential clients?
• Most importantly, what does the future look like for Parker?

These are the same kinds of questions we ask our clients when helping them refresh or redefine their brands. So, naturally, we turned the lens inward to ensure we held ourselves to the same high standards we set for them.

This introspective journey took 18 months of thoughtful exploration. To guide us, we partnered with an independent brand strategist and involved everyone at Parker, as well as gathering input from some of our incredible clients and suppliers. Together, we set out to rediscover our true voice and identity, culminating in a powerful new direction for Parker.

What’s new?

We’re proud to introduce our refreshed brand, built around our new essence and proposition:

• Brand essence: Exceeding the brief
• Brand proposition: The Parker Way of Doing Things

How does this come to life?

At the heart of our new identity is a bold commitment and expression: Way More. It’s about delivering way more of what matters most, whether it’s the way we work, the energy we bring, or the value we deliver.

This transformation is empowered by our identified core principles: People, Process and Passion. These principles work together as catalysts for creating something greater than the sum of its parts – a unique entity that truly defines Parker.

To visually express this, we’ve developed a unique design system featuring over 160 custom pictograms, a.k.a. ‘Parkergrams,’ each representing an element of what makes Parker special. In addition, we have developed much more in-depth case studies, celebrating what’s important – the work that we do and how we do it.

Here’s what Way More means for us and our clients:

People

• ‘Can Do’ Attitude: We approach challenges with energy and ambition, always exceeding expectations.
• Creative Culture: A diverse, talented and passionate team driven by creativity and innovation.
• Long-term Relationships: We build strong, trusted partnerships through collaboration and consistent results.

PROCESS

• Access All Areas: Clients have direct access to our team, fostering openness and efficiency.
• Deeper Understanding: By asking the right questions, we gain insights that drive impactful solutions.
• A More Effective Way: Our streamlined process ensures shared goals are met and expectations exceeded.

PASSION

• More Spark: Boundless creativity and energy fuel our drive to go beyond the ordinary.
• Innovation: A commitment to staying dynamic and future-focused keeps us at the forefront.
• Going Further: We’re dedicated to going the extra mile, delivering transformational design and unmatched results.

It’s all about Way More

This isn’t just a rebrand; it’s a celebration of who we are and what we stand for. It’s a bold statement of our commitment to giving clients way more in everything we do. From the way we approach challenges to the lasting impact we create, the new Parker is here to deliver even more going forward into the future.

We’ll be creating a much deeper dive case study soon to show you our new brand in all its detail, scope and potential, so do keep an eye out.

Thanks for reading!

ANDI PARKER, MANAGING DIRECTOR