We ran a series of workshops looking in depth at CCI and their main competitors to see how they stacked up. It was decided early on that the name had enough equity and uniqueness to keep, and from there we pulled together a range of potential concepts and mood boards before refining them down to the core routes to pursue.

We created a range of initial visual executions showing how they could work as the core identity and as a selection of roll-out elements, and we developed and evolved these into the final identity during further workshops. Next, we implemented the new identity across a range of collateral including presentation templates, stationery and clothing, along with a set of brand guidelines to help with consistent application internally.