PCN | Philedelphia, USA

PCN

Brand Strategy, Complete Brand Identity, Full Squarespace Website, Full Copywriting, Complete SEO Boost and Bespoke Icons Case Study

Learn how we helped PCN—an enterprise-grade DDIaaS pioneer—reposition their global brand with a comprehensive identity system, strategic copywriting, and a scalable website designed to drive visibility and build market leadership.

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Strategic brand repositioning

New customer segment targeting

Improved SEO performance

Future-proof digital presence

Project Overview

The Client

PCN is a US-based enterprise technology provider offering DDIaaS (DNS, DHCP, and IPAM as a Service) solutions globally. With a 35-year track record and operations in 28 countries, PCN serves mid-to-large enterprises and tech partners across North America and the UK.

The Challenge

PCN needed a full rebrand and website overhaul to support the launch of its DDIaaS product. The goal was to present PCN as a forward-thinking, cloud-first leader and shift perception from traditional managed services to scalable SaaS solutions.

Our Approach

Visuable Packages

To support this transformation, we delivered a full suite of services tailored to PCN’s strategic repositioning:

What We Delivered

Creative Direction: Built a visual language that feels modern, capable, and inclusive—anchored by PCN’s core values and sustainability goals.

Brand Strategy & Blueprint: Developed a clear positioning statement around PCN’s “True Partners in Change” ethos, paired with a scalable messaging framework that aligns with enterprise and government audiences.

New Identity System: Delivered a future-ready logo, bespoke icon suite, versatile colour palette, and premium typography system designed for both tech and trust.

Squarespace Website: A custom site structure with scrollable service pages, dynamic menu switch, and mobile-friendly design—all optimised for conversion and clarity.

Full Copywriting: Reframed PCN’s value propositions into human-first language. Explained technical concepts like DDIaaS in a way that resonates with CIOs and state agencies alike.

SEO Strategy: Implemented a comprehensive SEO setup with keyword research, metadata optimisation, internal linking and technical clean-up to support visibility growth.

The Results

The Numbers

+19.3% increase in search traffic: Improved organic visibility following full on-page SEO implementation, technical cleanup, and strategic metadata updates.
+19% increase in site visits: More users are discovering PCN through relevant keyword queries aligned to DDI, SSDS, and SaaS terms.
+20% increase in unique visitors: Higher relevance and optimised structure are drawing in new audiences—especially enterprise buyers and state agencies.
New keyword rankings established: Strong growth in visibility for industry-specific and product-led keywords.
Optimised structure for future growth: Although initial impressions dipped due to index restructuring, the new SEO foundations are already attracting better-quality traffic and will support long-term scaling across service verticals.

Creative Execution

Impact and Creativity

PCN’s new digital presence delivers an immediate and lasting impression through bold gradients, confident messaging, and clean visual hierarchy. The homepage sets the tone with powerful statements like “Delivering Clarity from Complexity” paired with a vibrant palette of cobalt and electric blue that visually reinforces transformation and innovation.

Each section flows seamlessly into the next, offering users a story-driven journey through PCN’s services, values, and mission. Rather than relying on stock imagery or generic design patterns, the site uses rich overlays, animated statistics, and intelligent whitespace to turn complex concepts like DDIaaS and Managed Services into clear, approachable experiences. The design is visually arresting yet never overwhelming, striking the right balance between aesthetic impact and practical clarity.

Functionality and User Experience

The user experience was built around accessibility, flow, and conversion. A dual navigation system distinguishes product-first content from brand and resource content, allowing users to explore based on intent—from technical buyers investigating ClearSky to public sector partners reviewing PCN’s ESG commitments. Each primary page, such as ClearSky DDI or Managed DDI, is structured as a scrolling narrative, guiding the viewer through benefits, technical features, service tiers, and use cases without disruption. Strategic call-to-actions are embedded throughout the flow—clear, inviting, and always contextually relevant. Whether viewed on desktop, tablet, or mobile, the layout holds its structure beautifully, offering a seamless experience across all devices. Interactive elements like comparison charts, testimonial sliders, and modular content blocks make it easy to digest detailed information quickly. Every design decision—from typography scaling to section spacing—supports user clarity and confidence.

Branding and Storytelling

This rebrand is a story of evolution—bridging a 35-year legacy with a bold future as a cloud-first, SaaS-led enterprise. That story is told not just through words, but through a visual language that reinforces professionalism, partnership, and progress. The new brand narrative emerges through consistent messaging across every touchpoint, beginning with the homepage and continuing through the About page, service sections, and resource areas. The tone is confident, inclusive, and forward-thinking, targeting both enterprise and public sector audiences. Key differentiators like automation, innovation, and cultural fit are showcased through dynamic storytelling formats—such as the values wheel, ClearSky cost savings charts, and the leadership showcase. The About page humanises the brand with authentic photography, diversity messaging, and even a playful “Pets of PCN” section that reveals the people behind the product. Across the site, PCN’s leadership principles and values are not just presented—they’re experienced.

Execution and Design Excellence

The visual identity system was designed to be bold, scalable, and unmistakably PCN. A modern monogram-style logo anchors the brand with rounded geometry that echoes themes of flow and integration, while a secondary symbol and gradient treatment allow for versatile use across digital and print media. The typography pairs a classic serif for impact with a crisp sans-serif for readability, achieving a voice that feels both established and current. Bespoke iconography was created to visually communicate each product and service category, translating abstract technical offerings into clear, intuitive visuals that work across web pages, decks, and sales tools. The ClearSky and MDDI service pages feature detailed feature matrices, comparison tables, and usage stats, all presented through a consistent visual framework. Custom illustrations and certification graphics support the narrative with authority and polish. Every detail—from hover animations to layout logic—was intentionally built to drive understanding and trust. SEO strategy was fully integrated into the design and build process, with keyword-rich structure, optimised metadata, schema markup, and mobile performance checks ensuring the site is ready for visibility, scale, and sustained organic growth. This wasn’t just a redesign—it was a transformation into a brand system built for credibility, conversion, and long-term success.

Summary

PCN’s new brand and digital platform mark a defining shift in how the company shows up in the market. What began as a need to reposition a legacy IT provider has evolved into a confident, future-focused identity that reflects PCN’s growth, ambition, and innovation. The new website doesn’t just introduce services—it tells a story of transformation, clarity, and leadership across the DDIaaS and managed infrastructure space. From strategy to execution, every element was crafted to support credibility, conversion, and long-term impact. With a powerful brand system, clear messaging, and scalable digital infrastructure now in place, PCN is equipped to expand its footprint across enterprise and public sectors—delivering on its promise to be a true partner in change.

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