Based in North Walsham, PSS specialises in the manufacture and remanufacture of steering, hydraulic and mechanical components for on- and off-highway vehicles, serving international OEM and defence clients including Jaguar Land Rover, Mercedes-Benz and the Ministry of Defence.
The challenge was to reposition the brand for broader industrial markets while placing greater emphasis on PSS’s remanufacturing expertise. The new brand needed to clearly communicate the value of reliable, on-demand component remanufacturing, helping to attract customers seeking long-term service partnerships and repeat business.
The logo is inspired by a mechanical gear — a simple yet instantly recognisable symbol of engineering, manufacturing and movement. It provides a direct link to PSS’s expertise in steering, hydraulic and mechanical systems, while reflecting the precision, reliability and technical capability that define the business. The bold, simplified form creates a modern and distinctive identity that feels both industrial and professional.
The circular nature of the gear also reinforces the brand positioning, Reliable Remanufacturing on Repeat. Its continuous rotation symbolises consistency, repeatability and ongoing performance, mirroring the remanufacturing process itself. Rather than a linear cycle of manufacture, use and disposal, PSS extends the life of components through a process of renewal and reuse. The gear therefore becomes a powerful representation of dependable performance delivered time and time again.
Alongside the logo, we developed a modular identity system that reflects the precision, consistency and attention to detail at the heart of the PSS manufacturing process. Built around a structured grid, the system creates a strong sense of order while remaining flexible enough to adapt across a wide range of applications. Clean, contemporary sans serif typography works within this framework to establish a clear hierarchy and ensure information is communicated with confidence and clarity.
The brand is anchored by a distinctive core blue, supported by a restrained colour palette that reinforces the technical and professional nature of the business. Together, these elements create a cohesive visual language that translates seamlessly across signage, technical documentation, marketing materials and digital platforms, helping to build recognition and consistency at every touchpoint.
We were commissioned to art direct a comprehensive photography library that would bring the PSS story to life across both print and digital channels. The objective was to showcase the scale of the operation, highlighting the production facilities, specialist machinery, technical expertise and the people behind the business, while capturing the professionalism and culture that set PSS apart.
Showcasing complex mechanical components in a visually engaging way is often challenging, with heavy industrial parts and factory environments offering limited creative flexibility. To overcome this, we utilised our in-house CGI capabilities to create a suite of product visuals that elevate the presentation of PSS’s engineering expertise.
By generating the products in CGI, we gained complete control over composition, lighting, colour and perspective, allowing us to highlight intricate details with precision and consistency. The resulting imagery integrates seamlessly with the wider brand identity, creating a more premium and impactful visual language that showcases the quality and craftsmanship behind every component.
The result is a cohesive and highly adaptable brand system that gives PSS the tools to communicate with confidence across every touchpoint – from technical documentation and sales materials through to large-scale signage, photography, CGI and digital platforms. By bringing together a distinctive identity, structured design system, art-directed photography and premium product visualisation, the brand now reflects the scale, expertise and ambition of the business. The new visual language positions PSS as a modern engineering partner, clearly communicating its specialist remanufacturing capabilities while creating a stronger, more consistent presence across industry.
The project has helped transform how the business presents itself, providing a platform that supports future growth, wider market appeal and long-term brand recognition.
