Hyred & Pyred

Meet AVM-SFX

AVM-SFX has been an established name in the world of special effects for many years. The company built a strong reputation in pyrotechnics, SFX and technical support, but the brand story remained somewhat unclear.

Belgian expert in SFX, pyro, lasers & event production

The biggest challenge for AVM-SFX lay in scalability and clarity. Externally, it was not always clear exactly which services were offered, for which type of customer and within which context. Dry hire, crew support and full event productions each required a different positioning, tone of voice and commercial approach. The need: a clear brand architecture that creates both internal focus and external recognisability.

Challenge

The focus was on creating a strategic split under a single brand vision. This allows us to create a simpler narrative for the various target groups of AVM-SFX. It enables the brand to communicate in a targeted manner without losing credibility.

Red - Home to event expertise

Get to know Hyred & Pyred

The result is the creation of the Hyred and Pyred brands under the strategic umbrella of Red, which operates in the background. Hyred specialises in dry hire of SFX equipment and technical crew support, while Pyred focuses entirely on event production with special effects, pyrotechnics and show design.

Dry-hire and crew support

Brand expansion of Hyred

Hyred was developed as a no-nonsense, technically strong brand for professionals looking for reliable special effects in dry hire, supplemented with experienced crew when needed. Hyred's corporate identity is sleek, functional and industrial. The chosen colours and typography support a technical and international look, with a focus on reliability and precision.

Webdesign

Functional over inspiration

The website was built around ease of use and clarity. The focus is on what we offer: inventory, expertise and operational certainty. There is room for some storytelling, but above all, we provide confidence-inspiring content that responds to the reality of production managers and technical partners.

All dry hire in an overview

Hyred Catalogue

In addition to the website, Hyred also revamped its catalogue, which provides a clear and professional overview of its dry-hire offerings. This catalogue serves as a practical tool for production managers, technical partners and planners. Visually, the catalogue fits seamlessly with Hyred's corporate identity: sleek, industrial and functional.

Branded designs as an extension

Brand expansion of Pyred

Pyred focuses on customers who are looking for a total experience. From concept to execution, Pyred stands for creative power, technical excellence and professional production of special effects and pyrotechnics. Pyred's visual style is bolder and more playful than that of Hyred. Colours, icons and typography reinforce the sense of impact, spectacle and creativity, without losing the professional character.

Webdesign

High-end production partner with international ambitions

The Pyred website emphasises inspiration and experience. Case studies, atmospheric images and clear positioning show what is possible and the types of events Pyred is used for: festivals, ceremonies, sporting events, television shows and corporate productions.

Without Say Hey, we would never have undertaken this rebranding. Their combination of listening skills, substantive expertise and strong graphic design made the process extremely valuable. Their responsiveness is also a major asset. Nothing but praise!

Emerson, CEO Hyred

Branded designs as an extension

Making Pyred physically visible

Hats, smartphone cases and other creative carriers were designed in line with the Pyred house style. They combine a distinctive visual style with a playful character, without losing their professional look. The designs are bold, recognisable and instantly linked to the energy and impact of Pyred.

Red accents as a common theme

Recognisable style in photography and videography

Pyred's visual style was deliberately developed as a recognisable and consistent visual framework within the context of professional event production. In every setting, we actively seek out red elements that serve as visual anchor points, sometimes larger and sometimes more detailed. We consciously go for images in the thick of the action: backstage, set-up, test moments and live events.

We push further

Marketing doesn't stop after release

In addition to strategic brand development, Say Hey Hyred and Pyred also provided communication support.

Launch process: support with the announcement and positioning of the new brands via social media and email campaigns.
Content strategy: coordination of tone of voice per brand, with consistent but clear differences in message.
Brand establishment: ongoing guidance to anchor the brands step by step with a broad international audience.

The future is Red

A powerful growth story

The end result is a clear, scalable brand landscape in which each brand plays its own role, while together they reinforce Red's story: international special effects, professionally organised.