Creative Narratives
In 2014, we developed a brand system for Creative Display, by considering their four business verticals. Fast forward to 2020, we revamped the branding approach and collateral to suit rapidly shifting market needs.
We adopted a Branded House approach initially, in order to standardise all the offerings under one roof. All the sub-logos and collateral were unified with the same visual treatment. It was an important decision at the time, as customers didn’t previously know such service offerings were provided, hence customer awareness was important across varied locations.
In 2019, we consulted leadership and project teams to develop compelling materials and further explain what each business vertical offers. Given that each offering now had several years of expertise, the sub-brands took on independent brand names and stylistic features — breaking away from the previous monolithic approach.
This approach, although more complex to deploy, proved to be more appropriate as it allowed each entity to act independently and suit individual customer profiles. For example, implementing dynamic shoplifting solutions for a clothing retailer, warranted a nuanced approach as compared to economic warehousing storage systems suited to a e-commerce logistics provider.
