Access

Taking global home mobility to the next level

Client

TK Elevator

Project

The Access Global Rebrand

Services

Art Direction, Brand Guidelines, Brand Identity, Brand Strategy, Design, Photography, Web Development

Sector

B2B & Professional Services

Taking global home mobility to the next level

The Brief

The challenge here was not only to refresh and evolve the brand but to also clearly distinguish it away from the parent brand of TK Elevator. With an award winning product line that reaches from mid-tier to luxury, there was also a clear opportunity to elevate the brand from a potentially clinically feeling mobility look, into a more aspirational lifestyle space.

Background

Access BDD make life easier by supplying stairlifts, homelifts and platform lifts to dealers across Europe, South-East Asia, the Middle East and North Africa. With a mission statement of “Access everywhere, for everyone” their brand is built around a core of empowerment through innovation.

The Solution

Access previously carried the suffix BDD (business development division). As they are now establishing themselves as a separate personality to TK Elevator this was the first thing to jettison. The simplification continued with a neutral black and white palette, two cuts of a custom designed Access typeface and an elegant integration of the previous arrow logo inside an all new vertical wordmark.

Taking global home mobility to the next level

The Brief

The challenge here was not only to refresh and evolve the brand but to also clearly distinguish it away from the parent brand of TK Elevator. With an award winning product line that reaches from mid-tier to luxury, there was also a clear opportunity to elevate the brand from a potentially clinically feeling mobility look, into a more aspirational lifestyle space.

Background

Access BDD make life easier by supplying stairlifts, homelifts and platform lifts to dealers across Europe, South-East Asia, the Middle East and North Africa. With a mission statement of “Access everywhere, for everyone” their brand is built around a core of empowerment through innovation.

The Brief

The challenge here was not only to refresh and evolve the brand but to also clearly distinguish it away from the parent brand of TK Elevator. With an award winning product line that reaches from mid-tier to luxury, there was also a clear opportunity to elevate the brand from a potentially clinically feeling mobility look, into a more aspirational lifestyle space.

The Solution

Access previously carried the suffix BDD (business development division). As they are now establishing themselves as a separate personality to TK Elevator this was the first thing to jettison. The simplification continued with a neutral black and white palette, two cuts of a custom designed Access typeface and an elegant integration of the previous arrow logo inside an all new vertical wordmark.

Access - Rebrand collection

Access for all

With a more recessive palette, interest and personality would be drawn predominantly from imagery and the letterforms themselves. To achieve the right luxury tech feel, the typefaces needed to be as highly engineered as the products themselves, so we custom built them in-house. In the first cut, structured monospace letterforms are separated to form crisp industrial stencil-like silhouettes. The second uses outlines reminiscent of overhead architectural plans, letters echoing the shapes of rooms, with the end of their stems opened up to allow access.
Access - Custom typeface design
Access - Custom typeface design
Access - Custom typeface design
Access - Custom typeface design
Access - Custom typeface design

Less is more

To help amplify the more aspirational new luxury-tech feel of the brand, we completely rethought the art direction of imagery. Additional photoreal CGI settings were also developed, all with just the right modern minimal ambience, allowing the viewer to focus on the product. Where detail and functionality needed to be highlighted, new isolated renders were created and blended with photographic assets to show product in use.
Access - Brand photography and art direction
Access - Brand photography and art direction
Access - Brand photography and art direction
Access - Brand photography and art direction
Access - Brand photography and art direction
Access - Product catalogues and brochures
Access - Product catalogues and brochures
Access - Product catalogues and brochures
“What we’ve created is a fusion of consumer technology brands and luxury interior design, giving us something that we think is really fresh. It's a unique brand for the home mobility market. We were delighted with the reception the new brand received, and we’re excited about what it means for the future of Access BDD and our partner network.”

Adam Wakes

Marketing Manager, Access

Access - Marketing campaign literature
Access - Brand guidelines
Access - Social media styling
Access - Brand launch pack
Access - Business card design
Access - Business card design
Access - Van livery
Access - Van livery
Access - Promotional materials
Access - Promotional materials
Access - Promotional materials
Access - Promotional materials
Access - Brand launch pack

Elevating online

Alongside rebranding Access and helping them launch the industry-leading Flow X stairlift, the ongoing relationship has focussed on our digital expertise and further cementing their online presence to reflect the brand’s growth.

Custom-built on WordPress, the platform serves as a hub for dealers and end-users. Hosting downloadable resources such as technical manuals and key documents, the portal is an intrinsic part of Access’ sales and service promise. This enables increased communication and engagement with partners, who can also use the site to order marketing materials and replacement parts.
Access - website refresh

Taking the brand higher

Functionally, the digital expansion makes use of powerful and flexible management tools, which alongside a product-led navigation structure and full dropdown menu provides a more intuitive user experience. Alternative translations have also been integrated, giving visitors the option to tweak site content based on their region and language.

More cosmetically, the simplified design offers a clean look with an emphasis on media-rich content and immersive layouts. This is complemented by new page slices and contained elements, while extending the colour palette in-line with refined brand guidelines.
Access - website refresh
“Our long-term partnership with Better has been instrumental in elevating the Access brand, thanks to their deep understanding of our brand, vision and goals. They've skilfully customised the platform to meet our expanding digital needs, offering a platform that's not only flexible but also tailored to our vision. Better's commitment to a solution that meets our present demands while aligning with our future ambitions has been remarkable. Their role as more than a service provider, but as a partner, has been crucial in bringing our digital presence to life.”

Adam Wakes

Head of Marketing, Access