Putting the spark back into a battery brand...

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"It was time for our brand to grow up..."said Creasefield's MD when we first sat down to discuss the brand.

Like many established businesses, simply doing business was keeping them busy. Too busy to see how they could engage more of the right type of business. 

The challenge

Creasefield's identity was out of step with the company’s capabilities and tricky to apply consistently. The company’s communications were tired and confused. Overall, Creasefield’s genuine value to clients was hidden. A winning way with people had to make up for poor communications. But this was hard work. Making the right connections could be so much easier with the right presence in the marketplace.

Where to start

Rather than jump straight into designing a new logo, my priority was to answer the big question 'why Creasefield'. At this point it’s best to find out more about a business from employees and clients. (Tip: Upfront research ensures that what the boss says is backed up – or challenged – with real-world facts.) Digging for clues early on helps avoid surprises when creating communication materials later. It also makes the design process more objective by focusing on what's right for the brand rather than someone's favourite colour. 

Research interviews were complimented with more modules from my positioning process including: brand audit, competitor research & perception mapping to complete the brand picture. With a strong understanding of Creasefield’s context it was possible to express a convincing proposition and compelling promise of value.

The 'single-minded proposition' and 'promise' are two critical ingredients for strong communications and the results of my modular positioning process. The first is an internal reminder that shapes communications keeping them relevant to target audiences. The second presents value in a way which resonates with key audiences.

The 'single-minded proposition' and 'promise' are two critical ingredients for strong communications and the results of my modular positioning process. The first is an internal reminder that shapes communications keeping them relevant to target audiences. The second presents value in a way which resonates with key audiences.

Occasionally a proposition is communicated externally, we applied it to Creasefield's stationery, both as a talking point and a reminder that they mean business. The proposition was tweaked slightly to make it more appealing to potential clients.

Occasionally a proposition is communicated externally, we applied it to Creasefield's stationery, both as a talking point and a reminder that they mean business. The proposition was tweaked slightly to make it more appealing to potential clients.

A strong proposition and clear promise of value

The single-minded proposition was created to reflect Creasefield's character, establish its position and positively influence the way the organisation communicated. The promise "Knowledge = Power" is a play on "knowledge is power". It was intended as a clear communication of value and a great conversation starter. It reflected Creasefield's consultative approach and the depth of understanding required for reliable, safe battery pack / device integration.

The original purple identity felt a little more human resources than technology effectively hiding Creasefield's value.

The original purple identity felt a little more human resources than technology effectively hiding Creasefield's value.

 

Making Creasefield's value visible – applying the identity

 
Details matter. Note the tiny cross on the left edge of the letterhead to aid with accurate folding for DL envelopes. The letterhead also accommodates laser printed titling beneath the logo making it useful for creating professional-looking report covers.

Details matter. Note the tiny cross on the left edge of the letterhead to aid with accurate folding for DL envelopes. The letterhead also accommodates laser printed titling beneath the logo making it useful for creating professional-looking report covers.

The letterhead design defined formats for documents such as note paper, data sheets and the company information pack. This ensured visual consistency, though the design of each item had its own character appropriate to the audience and intention.

The letterhead design defined formats for documents such as note paper, data sheets and the company information pack. This ensured visual consistency, though the design of each item had its own character appropriate to the audience and intention.

 
Strong, recognisable visual language combined with well crafted content make for compelling communications.

Strong, recognisable visual language combined with well crafted content make for compelling communications.

Taking action

How do your branding efforts reflect your purpose? Help your brand work harder, it starts with a chat...