CPG Europe
A brand evolution
- Brand strategy, design & guidelines
- Bespoke brand illustrations
- Website design & build
Brief
Construction Product Group Europe (CPG Europe) emerged as the result of the acquisition and merger of businesses across eight European countries over the past decade.
Now, as a leader in the field of construction materials, manufacturing and distribution, our brief was to bring to life the brand identity of CPG internally and externally
Challenge
Internally, our challenge was uniting staff across eight countries behind a common intent and set of values. While externally bringing cohesion to a wide product and brand portfolio to better exploit synergies and pan-European marketing opportunities.
We needed to create a brand campaign and evolved identity that not only worked across multiple audiences but also multiple languages and cultures.
A brand identity review updated the look, feel and tone of the CPG brand across all territories. A number of calculated tweaks allowed us to create a common brand hierarchy between local market brand and the CPG ‘group’’.
We also delivered a campaign – ‘By Your Side’ – to tell the story of how the CPG group was working with and supporting both staff and customers.
The
Solution
