If your sector is in trouble because it does not cooperate economically and urgent reforms are not forthcoming. When you need to explain complex matter to a concerned group of participants. If you no longer fully convey who you are and what you stand for.
Then communication that fulfills the needs of the target group helps. That is the vision of PME.
The starting point for the new identity is accessibility. Friendly typography, warm colors and clear graphics and animations. An image concept in which work and private life are naturally intertwined: the essence of retirement.