CPG Europe

A brand evolution

  • Brand strategy, design & guidelines
  • Bespoke brand illustrations
  • Website design & build

Brief

Construction Product Group Europe (CPG Europe) emerged as the result of the acquisition and merger of businesses across eight European countries over the past decade.

Now, as a leader in the field of construction materials, manufacturing and distribution, our brief was to bring to life the brand identity of CPG internally and externally

Challenge

Internally, our challenge was uniting staff across eight countries behind a common intent and set of values. While externally bringing cohesion to a wide product and brand portfolio to better exploit synergies and pan-European marketing opportunities.  

We needed to create a brand campaign and evolved identity that not only worked across multiple audiences but also multiple languages and cultures. 

A brand identity review updated the look, feel and tone of the CPG brand across all territories. A number of calculated tweaks allowed us to create a common brand hierarchy between local market brand and the CPG ‘group’’.

We also delivered a campaign – ‘By Your Side’  – to tell the story of how the CPG group was working with and supporting both staff and customers.  

Solution

The
Solution

Results

The By Your Side campaign for customers was launched across six of CPG’s European markets, engaging top-tier customers with a brand film, digital marketing, and personalised DM. 

The internal By Your Side campaign engaged over 1,000 staff members in a series of interactive communications including a bespoke multilingual CPG gaming App, a company- wide storytelling initiative to reinforce the organisation’s values, and a series of digital publications telling the brand story in six languages.  

This was the single largest engagement exercise undertaken by CPG Europe.  

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