Brief.

In the start-up climate, it is important for a brand to have a space to talk about its achievements, developments, and discuss new things in the industry as a whole. For PAM Wayfinding, it did this primarily through its blog.

Aimed primarily at architects and building management it was important that the blog put out an intelligent persona while still remaining personable in tone.

The blog provided a perfect space for PAM Wayfinding to speak to new and existing clients about our involvement in various events, projects, and new product features. A consistently updated space this blog was the true source of content about PAM Wayfinding with all other social media posts to consistently link back to it and draw traffic to the PAM webpage. This blog also would regularly act as marketing collateral for our sales team along with being the first point of contact for potentially interested clients to learn more about PAM.

This blog required weekly updates and a strong brand voice to continuously operate as a public mouthpiece for the company.

Theory.

Modern, tech-savvy, clear, and friendly.

These were the four elements of our brand that had to be present in all copy on the PAM blog.
Our language had to remain simple as wayfinding is a niche industry we had to be able to explain our product and how it worked in simple and easy to understand terms. Without clear language blog posts could too easily become brand noise that failed to connect to our audience. Careful use of vocabulary and tone was also used to hold the attention of our audience looking for two very different things. Architects were interested in higher concept pieces and how the industry was moving forward as a whole, whereas building managers were far more interested in hearing about how PAM could simplify their workflow.

It was important while we talked about the future of wayfinding that our feet remained on the ground.

I also found it was also important to weave our success stories in with value proposition articles on our social timelines.
While it was important to celebrate all the good work our team was doing, it would not receive much attention if it had not been padded between articles that offered relevance to the reader’s everyday life.

Content generation wasn’t particularly difficult for this blog.
While it was updated weekly while I was working on it, new features and projects were being released all the time so there was plenty to write about.