Thu, 28 Oct 2021 14:24:10 GMT
Notepad uses strategically led brand design to revive a prestigious engineering firm by focusing on their true expertise - Sustainability. Giving them a pointed difference in the market by grounding their innovative approach to delivering sustainable buildings with a recognition of the challenge we all face in striving towards a Net Zero future.
An extensive research phase led to the strategic platform that CPW was founded on three core pillars that should be reflected with the new brand; a balance between people, buildings and the environment.
Engineering firms are often focused on the smaller, practical details of delivering buildings, whereas the new CPW brand takes a wider and future-focused approach, encompassing their ability to design Net Zero buildings and placing them at the forefront of confronting the climate crisis head-on.
The logo prioritises CPW’s leading approach to sustainability through a visual cantilever, a representation of the balance between people, buildings and the environment. The typeface conveys the confidence and authority that comes with their years of consulting experience. While the colour palette makes use of greens and slates to embolden CPW’s approach to sustainability and ability to bring buildings to life.
A library of unique hand-drawn textural illustrations rejuvenates CPW’s visual communications and elevates them above their competitors. The textures speak to the natural elements and forms involved in building construction, complimenting the level of detail CPW delivers for its clients.
The art direction pairs bold fervent copy with high-quality photography of the stunning buildings CPW have helped create. At all times sustainability feeds into the new identity and energises a brand that finds itself in an industry beset by dark and industrially obsessed identities. The client loved the bravery and simplicity of the new identity, seeing it as a powerful tool to unite the business and invigorate staff as it moved forward.
To launch the new brand Notepad worked closely with CPW to coordinate a company-wide launch across its 11 offices, alongside the unveiling of a new digital experience and brand film which convey the new spirit of the brand across different mediums. Notepad also led the marketing campaign accompanying the launch, a campaign extending across email, social, search, PR and content marketing. The campaign helped bring the rebrand to new audiences in a way like no other, resulting in record web traffic and search interest, as well as achieving national press coverage and a number of new enquiries from high-profile prospects.
Carl Humpage, senior director at CPW said: “Working with Notepad was nothing short of transformational for our business. As a partnership LLP, Notepad had the added challenge of aligning 22 very opinionated directors in the business around our new positioning, as well as communicating this shift to our more than 250 staff around the world in an exciting and revolutionary way. Since we’ve launched the energy in our business has been unprecedented with everyone embracing our mission to hit net zero carbon by 2035. We now have the foundations to lead our market, and we’re well on our way to doing that.”