Capturing brand purpose to unite an organisation

With both fund management and social purpose sides to the organisation, CDC, the UK’s Development Finance Institution, has always suffered from a split brand personality.

Whilst the fund managers’ clear purpose is to ensure ROI, the community project teams in Africa and Asia have more altruistic objectives. With management currently having different narratives depending on the audience, the need for alignment around a singular purpose was pressing.

A workshop discussion about viewing profit in wider, positive terms rather than purely financial connotations was the ‘light bulb’ moment. Everything CDC did was about profiting – whether it be financial, personal or societal.

With widespread agreement on a clear shared vision, the next challenge was how to bring this new alignment of finance and social purpose to life visually.

CDC Annual Review

CDC website