The Carey Group had grown organically over time, with different businesses being added at different stages of its evolution. As such, there had (until now) been no sense of structure about how the branding should be used across the Group, within division, or on-site and this had led to a huge disparity in how the brand and the sub-brands had been appearing on printed material, online and on-site.
CIB was commissioned to unify the business creating a clear branding strategy with the proviso that we maintained and embraced elements of the existing visual identity. Critical to success was creating consistency in the logos for their various brands to portray an organisation that can clearly and succinctly communicate its offer as individual companies and, when combined, demonstrate the overall strength of the group.
Initially, CIB was tasked with conducting a complete brand and site audit, with
further research into the implementation of the brand, over a six month period,
investigating how Careys used its existing brand throughout the entire operation,
spanning the corporate group and six main business divisions. To do this, we
created a task group of designers and project managers to investigate all of
The Carey Group and constituent companies’ branding, from the logos, to
letterheads, PPE, tenders and most importantly the disparity and inconsistency
of branding on-site, on a macro level (e.g. site hoardings) through to a micro
level (way finders, canteen menus, room signage, etc).
The output being a clear strategy and implementation programme, with the creation of a detailed set of brand guidelines (the first in the Group’s history).
The new website we designed needed to reflect the re-brand, demonstrate the company's expertise and experience while increasing awareness of all nine business units within the group. A key objective was promoting the group and its individual businesses as a fast-moving dynamic entity, winning and delivering a series of diverse, complicated, specialised projects, from major national infrastructure work to noteworthy regional developments. Since the launch of the new site in February 2018, users have increased by 56% and page views have increased by 59% compared to the old site.
As part of The Carey Group re-brand both the commercial and plant fleet were
restyled and branded up under the newly developed brand guidelines bringing
consistency and a greater exposure to The Carey Group overall look and feel to the wider public.
A key part of our role involved the use of video, providing depth and context to The Carey Way ethos and important health and safety programmes such as its 'Safe Home Every Day' initiative as well as capturing major projects through powerful case study videos to convey the capability of the group and each division - Scudders's work on the Royal Opera House being one such example.