{"id":690,"date":"2014-06-19T09:01:32","date_gmt":"2014-06-19T09:01:32","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=690"},"modified":"2014-06-19T09:31:22","modified_gmt":"2014-06-19T09:31:22","slug":"b2b-branding-new-brand-story-visual-identity-global-rd-company","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2014\/06\/b2b-branding-new-brand-story-visual-identity-global-rd-company\/","title":{"rendered":"B2B Branding: New Brand Story and Visual Identity for a Global R&D Company"},"content":{"rendered":"

Cambridge Design Partnership is a Research & Development company that recently worked with UK based agency Moving Brands to give a clear and new direction to its brand strategy.\u00a0<\/strong><\/p>\n

Cambridge Design Partnership (CDP) is a successful technology and product development consultancy that operates in the healthcare, consumer, energy and industrial sectors.<\/p>\n

Workshops with clients and employees revealed that CDP is truly valued for its ability to innovate while combining technology with design and ensuring products and services are developed in accordance with real human needs.<\/p>\n

\"b2b_branding_rebrand_moving_brands_case_study_cambridge_design_partnership_2\"<\/a><\/p>\n

The challenge:<\/h1>\n

Since CDP would now be targeting more global clients and had opened its first US office in Palo Alto, new branding was required. Although CDP has a powerful proposition and a well-aligned culture, these developments provoked the necessity for change in the company\u2019s culture, as the existing ten-year-old brand no longer reflected its ambition or capability.<\/p>\n

\u201cOur customers were small businesses looking for local companies. Now our clients are international companies, and first impressions are very important. When they meet us, how they perceive the services and quality is crucial. The new brand conveys this, and, as the first element that explains what we do and the quality we can provide, it\u2019s going to be vital to our development in the US.\u201d Mike Cane, Founder, Cambridge Design Partnership<\/p><\/blockquote>\n

Furthermore, CDP needed to redefine its existing brand tagline \u201dThink Differently\u201d, which was too reminiscent of Apple\u2019s \u201cThink Different\u201d. Although the brand is well valued for its ability to innovate, a tagline similar to one of the leading technological companies is ironically contradicting the fact that CBP is a creative and inventive company.<\/p>\n

Moving Brands were asked to redefine the brand story and visual identity with an approach that truly reflects the business\u2019 values and activities.<\/p>\n

The strategy:<\/h1>\n

The agency worked with CDP to understand its internal corporate culture, define its unique story, and communicate its offer through a visual identity that would drive trust from global players and encourage growth in new markets.<\/p>\n

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