Our regular customers will have already noticed many of the changes here at midton. We have redefined many aspects of the business and re-focused our company culture by re-evaluating who we are and who we are trying to become as a company. We are very pleased with this renewed focus and we’d like to spend a few minutes to explain how we’ve changed as a business.
When we stood back and looked at the products we create for our customers we began to see trends and common themes that grouped them and it wasnt a physical property or a budget consideration. They were linked by who needed them and why.
We realised that these three customer groups and their needs were quite different and distinct from each other. They shared a number of our core services: design, project management, manufacturing and logistics. However they have vastly different desires and reasons for their needs, so how we approach our service to these distinct groups must be just as unique. We named these three services: Recognitions, Acrylics, and Brand Tools
Recognitions — Financial tombstones, deal toys, and awards. Recognitions is where our design studio and workshop help you to create symbols of achievement for your people and milestones in the rise of your company.
Brand tools — A diverse mixture of high-concept, luxury, point-of-sale display cases, brand memorabilia, and unique launch gifts. Brand Tools is where our design studio and workshop help you create physical representations of your brand and unique product experiences to promote reverence from your customers and audience.
Acrylics — High-end acrylic manufacturing, bespoke designs for clients across a range of industries. Acrylics is where we offer a service to designers, makers, engineers, architects and visionaries who wish to make the unimaginable a reality in acrylic.
With these newly defined brands we needed a company brand which represented all three and brought us up to date with our new ambitions and values.
Weeks of research and hundreds of sketches and mockups led us to the right direction for us: a brand visual language which represented both the literal and the metaphorical elements of what we pride ourselves on. The key insights which drove us in the right direction were derived from stripping back what we do to first principles.
- turning liquid into objects
- turning ideas into products
The graphics we used to represent these two principles led our new icon mark, a simple idea which grows from a singlular point to become a fully formed object through the interaction with other ideas.
We naturally simplified our brand name and wordmark to allow the defined sub brands to sit within the company brand, leading to the wordmark of midton
In order to fully understand what our new approach embodies, lets examine our new vision and focus.
design / craft / deliver - enhancing customer experiences, globally
- Customer Centric
Allowing a customer-centric ethos to drive every aspect of the company
Almost all of the biggest changes here at midton are a direct result of our renewed customer-centric approach. Whilst we have always cared about our customers and tried to meet their needs, we are taking a more holistic approach by taking more time to consider how our customers use and experience our products, allowing this perspective to influence and shape all aspects of our business.
We’re aware that ‘customer-centric’ is a bit of a buzzword at the minute, but we think it is trending for good reason and that it’s a great idea to allow this ethos to affect how we work and develop as a company. Our customers are the most important part of midton; without a diverse range of clients, we would never have made it this far!
Our customer-centric ethos is perhaps best illustrated by our commitment to work to our clients’ schedules, as opposed to them working to ours. Sometimes this makes our lives a little more difficult… but we also know that it’s one of the reasons why we have such high rates of returning clients and the hustle and bustle these short deadlines creates gives the midton headquarters a strong drive and sense of excitement.
- Offering unique experiences
Nothing we do is “off the shelf”. Everything is unique. In fact, a dedication to our products’ uniqueness is one thing the 'Acrylics', 'Brand Tools', and 'Recognitions' sections of midton all have in common. Every client we work with is one-of-a-kind, so everything we design should reflect this.
We have also redefined the way we think about our products. Rather than looking at them as just physical objects, we are instead looking at our products as experiences; we are paying attention to the reactions and emotions they evoke in people. This shift in perspective has added new insight into the power and impact our designs can have on their various audiences.
- Manufacturing: a change of mindset
We are a manufacturing business, but we are taking a more holistic approach to how we improve our service. We are expanding the information that informs our manufacturing processes. One way we’re doing this is by looking at the various stakeholders that interact with or rely on our products and finding ways to make their jobs easier — often by ensuring that our products meet each person’s needs along the way. Manufacturing is still a core part of midton’s brand, and we are trying to put even more thought and consideration into every aspect of the manufacturing process.
- Responsibility is key to the midton brand
While we have always been a responsible company, rebranding is a great opportunity to reassess and redefine our values and our processes. Responsibility is important in every industry, but the nature of that responsibility is also unique to each industry. We think it’s important to recognise the duty we have to our clients, to how they are using and benefitting from the products we make. Our brand tools can greatly impact our customers’ businesses and it’s important to always be sensitive to this.
On the topic of responsibility, it’s worth noting that we are also going to greater lengths than ever before to reduce our impact on the environment. Acrylic is a plastic and it isn’t easily recyclable, so we believe we should find ways to ensure that midton’s environmental impact is mitigated and that our behaviour as a company is responsible and sustainable.
- Greater understanding of physical marketing
We have always been in the physical marketing industry, but our rebrand has prompted us to consider the nature of physical marketing in more depth and to allow these considerations to inform and inspire the work we do.
We have also considered and developed our own knowledge of the way our customers will use our brand tools, recognitions, and acrylics to achieve their own physical marketing goals. There’s a tangible, tactile aspect to physical marketing, that you don’t have with digital or even print marketing. This tactile quality can make a lasting impression on customers, communicating a key brand message or aesthetic. This is something luxury, high-end brands often wish to convey.
Marketing is about emotion, and physical objects can be more emotional and evocative than digital and print media. We are going to greater lengths to consider the emotions our work evokes in our customers’ target demographic. We believe that an enhanced sensitivity to the emotional aspect of physical marketing results in significantly better final products.
It’s an exciting time here at midton and we hope we’ve conveyed at least some of this excitement in this article. There is so much more happening and developing in the midton headquarters, so watch this space over the next few months if you would like to know more and sign up to the newsletter below. If you have any questions for us, please don’t hesitate to get in touch.