CPG (which predominantly focuses on communication) has an in-house design team, however approached OoI for an unbiased design solution for its three brands that required to work both independently and in unison.
Working with both head office in Sydney and the Melbourne team, OoI designed the logos, corresponding collateral for each brand, and is in the process of developing the website for CPG. OoI responded with integrity and passion to our brief which was quite complicated.
It required a ‘reinvention of our brand but had to reflect our 20 year heritage. At the same time it required an integration of 2 distinct business arms where logos and related branding could be shown together but also stand alone.
During the development we introduced a third element – requirement for an additional logo to work for an adjacent business arm. They responded to the challenge with a range of options which showed lateral thinking alongside great yet simple design aesthetic. The logos are sophisticated, modern and functional.
OoI worked corroboratively through all phases of the project – offering expert advice but happy to adapt to the requirements of all company Directors who all had different expectations of the re brand. Although we contractually agreed to 3 variation options they went above and beyond this to ensure our consensus and satisfaction with all logos, fonts and applications.
They were extremely flexible and patient. They provided direction or a substantial opinion when needed to support decisions but remained respectful of other’s views.
The re brand met all the requirements of our brief and exceeded expectations. We have had a great response from very diverse audiences including corporate clients, NGOs and Government clients. The transition has been seamless yet significant as many clients have noted the change and commented about the boldness and simplicity of the designs.
They are quick to see the potential in new ideas and have the skills and creativity to make them work.
Faye Spiteri – Director, Cultural Perspectives