CLS trusted us to unite their 3 seperate company divisions into one coherent group brand structure. See how we undertook this mammoth branding project and implemented the new identity into their company wide marketing collateral.
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Cleveland Land Services operate throughout the UK and have a growing reputation for undertaking large scale land and sports surfaces contracting projects. They challenged us to create a visual solution that would allow each of the brands to perform individually yet conveyed the mutual association that each sub-division was part of one overiding group structure.
The client was insistent that elements of their original logo, designed in the 70s, was to remain in the new branding project. We proposed that we create a new suite of iconography that reflected the core services of each of the company's three sub-divisions and therefore allowed us to create contemporary icons whilst heralding a nod to the client's original logo.
Under Cleveland Land Services main group name, their three sub-divisions were CLS Selfdrive, CLS Landscape & Earthworks and a newly setup division called CLS Sports. Our designers began exploring the three sub-division core services to create a suite of icons that could specifically be applied directly into each of the logo roundels.
As part of our Branding Discovery Process we delivered an audit on the company's internal and customer facing documentation. Ensuring staff were able to use the correct logo for the correct application especially in dealing with suppliers and also for documentation proposals and reports. Corporate identity brand styleguides are a fundamental aspect of any brand redevelopment project that we undertake here at our agency and an invaluable resource that can help shape the forward direction of a company's marketing message. We created a detailed, corporate identity styleguide for CLS covering all four divisions of the company's brand.
As part of our agency service we also created a wide range of associated marketing collateral for the group. This included stationery, electronic templates, social media graphics and proposal documents right up to publication advertising, promotional signage and vehicle livery.
Our creative support service extends into further design work such as new vehicle livery design. Created to reflect the new branding we designed, the range of CLS vehicles includes trucks and vans right up to the company's earthwork vehicles such as heavy haulage vehicles, diggers and tractors.
We also created bespoke animation showreels as part of the company's sponsorship at Middlesbrough Football Club. This included a digital pitchside hoarding animation and a company showreel animation for the stadiums big screen and concourse screens (see the showreels here)
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