Changing things up for the change specialists.
CMC are business change and transformation specialists whose work spans across the UK and beyond. There’s a chance you might be unfamiliar with the concept of ‘change management’, but it’s exactly what it says on the tin - CMC helps people through change. ... When a company is going through technical, complex, or awkward change, CMC plays a crucial role in providing advice, tools, and techniques to manage the process; from a strategic level, right through to people management. Their core belief is that people are at the heart of successful organisational change, and we couldn’t agree more.
One of the most memorable parts of our initial brand workshop was how passionately this goal for people empowerment had made its way into their own team and company culture.
They operate an open door policy, where anyone can speak to anyone no matter their level or position within the business. Their ethos of building others up through honest conversation, fruitful relationships, support and acknowledgement was woven into every answer, giving us cold hard evidence that they practiced what they preach.
But CMC’s strength didn’t end there - in front of us was a professional team of skilled experts and thought leaders who were forward-thinking and full of integrity.
The company had undoubtedly seen great success and now, as it embarked on the next step in its journey, CMC were looking to realign its services, reconnect with its uk client base and look forward to the next chapter of business growth with a refreshed brand and website.
Our challenges here were:
- To elevate the brand of a company with an already deep understanding of their culture and purpose.
- To nail down a brand strategy that conveyed their strong ethos and objectives.
- To, despite the above, and through our own expertise, bring new ideas and suggestions to the table that would add even more value to their business and brand.
- To design a refreshed visual identity that said it all; we’re friendly and approachable, but we’re agile and solution led. We deliver quality and expertise, but we’re empathetic and people-focused.
- To design and build a straightforward website that would bring their brand to life online, that effectively communicates their services and unique personality to their target audience.
Newport / UK
Website Development - Wordpress
CMC was growing, evolving and moving in new directions.
They needed to solidify their brand, but as an already established business, trusted in its field, we didn’t want to create a staggeringly new identity. The logo, colours, typography, tone of voice, values, mission and collateral needed to be realigned to create a new, cohesive and energised brand that felt more in line with who they are, but wasn’t completely unrecognisable next to their existing brand.
Brand Strategy & Visual Identity
It was clear from the brand workshop that CMC had a clear idea of their values and goals.
But as an outsider looking in, we were able to take all of this information, pinpoint spots that need strengthening, and inject energy into every statement in order to create a rich, comprehensive, and punchy strategy that could act as the backbone of the brand for a long time coming. We honed their purpose, simplified their messaging, applied a personal and approachable tone of voice that still felt confident and professional, and created statements that would inspire their future content and culture.
Brand colours were basic and offered little contrast, so a full set of primary, secondary and tertiary colours were created. This ensured enough choice and differentiation in graphs and infographics, whilst keeping brand consistency throughout. A full photography brief was created and a photographer was commissioned to capture photos that portrayed strong communication, work ethic and collaboration.
With the brand signed off, the collateral was next to get right.
Everything from notebooks and stationery to external marketing literature had a new cohesive style that was clean and accessible. A dot pattern, similar to those used on architect pads, was used to create space on a page, rather than leaving the space blank, representing CMCs structural yet collaborative approach to change management
Web design & Development
The website needed a complete overhaul and needed to sit separately from CMC’s other arm of their business (CMC Global).
A full breakdown of services, staff, thought leadership, case studies and offerings needed to be put across clearly and succinctly, whilst keeping the brand’s mission and values at the forefront. The site was fully optimised for both desktop and mobile with subtle elements of movement and animated transitions as the user moved through the site, helping large quantities of information flow effortlessly.
CMC Social Framework
It was important to us that CMC had the tools they needed to stand out on social media.
To follow the brand collateral and website, a social strategy and template was created to ensure CMC’s social output remained cohesive and on-brand, showcasing their company values at their fullest. Bright, vibrant photography and the inclusion of the architectural dot pattern were used to make posts instantly recognisable as ‘CMC’ – giving them the best chance possible of making their mark online.