CNP Building and Project Consultants

CNP advertising

The brief:

Create a visually striking look including a refresh of the brand identity. Brand audit including Q&A research of existing clients. Investigate the client’s communication requirements and establish an overarching campaign to articulate their brand values across diverse target audiences. Create service, sector and geographically specific messages to communicate the breadth of the business. Create protective guidelines for the brand as the business expands. Produce a suite of collateral including stationery, websites, brochures, advertising, newsletters, reports, emails, direct mail and presentation material.

Solution:

Utilising results of the research, we introduced a supporting strapline, ‘Application with vision’. In a sector where the majority of consultants offer identical services, the strapline created a point of difference by focusing on the way CNP worked with their clients rather than specific service driven messaging. This allowed the creation of an all encompassing campaign utilising the question ‘What do you see..?’ with an answer reveal. This employed the concept that clients had a preconceived vision of CNP but were often surprised by the unique way CNP approached a project.

In addition to developing a set of messages to keep the audience guessing, we introduced visual elements in support. Unusual photography relating to ‘What do you see..?’ encourages the reader to be drawn into communications, then realise the relationship to building surveying in secondary copy. Strong use of colour and bold graphic styling created standout amongst competitor material in an often cluttered and confused marketplace.