Creatively solving together
Cartwright Pickard had developed its brand iteratively over the past few years, resulting in a brand that felt somewhat disjointed and inconsistent. With its upcoming 25th anniversary in 2022, and a movement towards becoming employee owned in 2023, Cartwright Pickard had aspirations to redefine its brand positioning, story, and visual identity.
We aimed to evolve Cartwright Pickard’s brand, making it clear what they stand for and creating greater differentiation and recognition with potential clients and partners. More specifically, we explored their existing central brand idea of ‘research-led design’, stress-testing its effectiveness and resonance.
To kick off the investigation, we began the insights phase with a review of Cartwright Pickard’s existing intelligence. We then conducted in-depth stakeholder interview. To gain a wider perspective, we launched a 45-question employee survey, to which all team members were invited to share their thoughts on the brand evolution. We looked into what competitors in the space were doing, evaluating the landscape to understand how Cartwright Pickard could stand out.
This phase unearthed some invaluable insights. We discovered that the organisation was incredibly successful with gaining loyal customers. These impressive client relationships, based on deep listening and respectful challenge, stood out as an untold story. This, together with their collaborative approach, expertise in thinking ahead and solving important challenges, blended with beautiful aesthetic, guided us towards their future positioning.
We organised these ingredients into a brand framework that would guide how Cartwright Pickard’s future brand thinks, acts, and creates impact. We unearthed and articulated their central brand idea: creatively solving together. This not only spoke to the problem-solving nature of their work, but also their collaborative methods and fundamental creativity.
We then defined their purpose, values, personality, and positioning, as well as crafting a brand story that captures the essence of why they exist.