Case Studies

CHATWINS

60% RISE IN SALES THE ICING ON THE CAKE FOR CHESHIRE BAKER

THE CRITICAL BUSINESS ISSUE

“WE’D STOOD STILL. WE HAD LOYAL CUSTOMERS AND LOTS OF THEM, BUT WE WEREN’T ATTRACTING NEW ONES, WHICH IS FATAL. SLOWLY BUT SURELY TRADE WAS DWINDLING, RIGHT ACROSS THE BOARD.”

EDWARD CHATWIN, MANAGING DIRECTOR, CHATWINS

THE RESULTS ACROSS THE REBRANDED STORES

INCREASED SALES BY UP TO 60%
INCREASED FOOTFALL BY 20%
INCREASED AVERAGE SALE PER CUSTOMER 10%
INCREASED POSITIVE AWARENESS AND RECOGNITION
INCREASED PROFITS

SALES WERE GOING STALE FOR AN ESTABLISHED BAKERY CHAIN – THEN A REBRAND TURNED THINGS AROUND

Times and tastes had changed many times since Chatwins Family Bakers first fired up the ovens in 1913, but in recent years the company had been slow to adapt. In their original heartland in Cheshire, and throughout Staffordshire and North Wales, Chatwins were watching sales figures fall. The situation had to be addressed to reverse the decline and ensure the future success of this much-loved chain of shops.

“REBRANDING CAN HELP YOU REACH NEW CUSTOMERS AND CAPTURE NEW MARKETS. IT’S ABOUT GIVING YOURSELF A UNIQUE COMPETITIVE ADVANTAGE.”

VINCENT BISSETTE, MANAGING DIRECTOR, DARWIN BRAND CONSULTANTS

THE CLIENT AND THE ISSUE

NEW GENERATIONS OF CUSTOMERS EXPECT SOMETHING DIFFERENT WITH THEIR COFFEE AND CAKE: DARWIN ADDED BRANDING LOGIC, CONSISTENCY AND STRATEGIC VISION TO THE MIX.

Edward Chatwin, great-grandson of company founder John, knew the company had outstanding expertise literally at its fingertips, in its handmade, home-made products. But he also knew that a business cannot live by bread and sandwiches alone.

The world has changed. Coffee houses and bakeries have upped their game in terms of how they look and in the environment they offer customers. New generations of customers have different expectations of coffee and sandwiches … and they also have a natural appreciation of hands-on, artisan skill. The days of pre-packed sandwiches in small transparent, plastic triangular packets are fast becoming history. Customers want choice and fresh, healthy options.

Faced with a turbulent market and increasing competition, Chatwins sought guidance in transforming their brand. They settled on a company that had impressed with work Edward Chatwin had noticed while visiting Glasgow: Darwin. “We liked that Vincent brought logic, consistency and strategic vision to the entire project, not just strong graphics. The approach was holistic, not piecemeal. Proposals were – and continue to be – creative, but never simply for creativity’s sake.”

“WE NEEDED A CLEAR-EYED, HONEST VIEW, AND DARWIN HAD THE EXPERIENCE AND ABILITY TO DELIVER IT.”

EDWARD CHATWIN, MANAGING DIRECTOR, CHATWINS

HOW DARWIN RESPONDED

CHATWINS NEEDED A WAY TO COMMUNICATE ITS ABILITY TO PROVIDE HIGH QUALITY PRODUCTS AND ENVIRONMENTS FOR CUSTOMERS.

Extensive research was initiated, across rival bakery outlets, sandwich and coffee shops. A bespoke brand audit was compiled, to help analyse the Chatwins brand, product offerings, pricing, locations, threats, how customers moved through the stores, brand and category opportunities… nothing was left to chance.

What emerged was that Chatwins’ existing branding didn’t register with the general marketplace. There was little brand equity and negligible opportunity for evolution.

Using insights from the brand audit, Darwin worked from the inside out, advising on and developing a brand strategy that would differentiate Chatwins from their competitors. The brand strategy and identity had to speak to their target audience in a more relevant and creative tone of voice, while preserving the company’s exceptional heritage.

“A SUCCESSFUL REBRANDING REQUIRES MORE THAN A REVAMPED LOGO. IT DEMANDS A VISION THAT INSPIRES CUSTOMERS, PROSPECTS, STAFF AND OTHERS TO SEE THE COMPANY IN A NEW LIGHT.”

VINCENT BISSETTE, MANAGING DIRECTOR, DARWIN BRAND CONSULTANTS

WHAT WE IMPLEMENTED

NOT ONLY DID WE TRANSFORM PERCEPTIONS OF THE BRAND, WE ALSO ENSURED CHATWINS STOOD OUT ON THE HIGH STREET.

Darwin identified and created audience-specific messaging to support the new Chatwins positioning. The messaging reinforced the company’s new business strategy and value proposition with core stakeholders. A new rallying cry was defined: Fresh Food, Coffee and Cakes. Yes, it’s simple, but its very simplicity and clarity would prove inspirational.

We reignited the brand across the full range of Chatwins touchpoints, revisiting everything from the company logo, colour palette, signage, point of sale, interiors, packaging, interior graphics, vehicle livery, stationery, promotional events and advertising, all the way to ideas on new product offerings and promotions.

To be truly successful, though, the new brand had to meet two criteria: reflect Chatwins new vision and positioning, and unify the company, both internally and externally.

“REBRANDING ISN’T SIMPLY COSMETIC: IT IS FUNDAMENTAL TO BUSINESS SUCCESS. HOW YOU PRESENT YOUR BUSINESS TO THE MARKETPLACE IS HOW YOUR BUSINESS WILL BE VALUED BY THE MARKET.”

VINCENT BISSETTE, MANAGING DIRECTOR, DARWIN BRAND CONSULTANTS

THE OUTCOME

CHATWINS ARE BACK AND ENGAGING CUSTOMERS IN GREATER NUMBERS THAN EVER BEFORE. NOT SO MUCH REBRANDED – MORE REBORN AND REJUVENATED.

“THE INVESTMENT IN REBRANDING IS MORE THAN WORTHWHILE … IT’S GREAT TO SEE THE REWARDS COMING THROUGH.”

EDWARD CHATWIN, MANAGING DIRECTOR, CHATWINS

The rebranding program delivered tangible business results, as shown earlier, and it continues to be recognised for its lasting impact and influence.

Darwin helped bring the new brand to market, providing recommendations to increase engagement and improve communications. Collaborating closely with Chatwins Directors, Darwin provided all the tools necessary to maximise the strength of the brand.

Edward Chatwin: “Everyone in the company feels that the investment in rebranding has been more than worthwhile, and it’s great to see the rewards coming through, along with positive responses from customers, employees and peers in the industry. We believe we’re striking a good balance between contemporary perceptions and our heritage, which is so important to us. The collaboration is also remarkable in that having Darwin on the team isn’t like working with outsiders – they’re more of an integral part of the company.”

Maybe a coffee and a chat with Darwin could help your company refocus, rebrand and revitalise. If you’d like to know more, then get in touch now via our CONTACT FORM >>>

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DONALD ROSS RESIDENTIAL

Who are they?

Established in Ayr in 1980 as a small surveying and estate agency practice, the original Donald Ross business earned an outstanding reputation for selling high quality homes before being bought over in 2005. The company continued to grow and emerged as Ayrshire’s leading estate agency, with significant impact in rental and letting sectors.

Why change a successful brand?

“Over the years, the business and the market had matured. We started to feel that the company looked old-fashioned, even though our processes, offerings and attitude were anything but,” said MD Steven Miller. “We had to communicate that we were not stuck in the past. We had to maximise our potential.”

The entire corporate identity came under scrutiny. Miller drew up a shortlist before selecting Darwin Brand Consultants.

“Apart from impressing us with the imagination and originality of their creative work, Darwin struck a common chord with us in that they too are a small family-run firm, inherently motivated to succeed by consistently doing outstanding work,” said Miller.

What was the brief?

Together, both companies agreed that the established corporate identity was creating misperceptions within the marketplace: it was holding the company back and did not reflect a business providing a dynamic, innovative service.

Everyone recognised that care had to be taken not to compromise the signature approach of the company, which had earned a local reputation for the personal touch as well as open, honest professionalism in every detail.

How did Darwin home in on the solution?

Extensive research confirmed, among many things, that buying or selling a house is an emotional experience, made more so by exceptional practical and financial factors. Additionally, women account for a predominantly high percentage of purchase decisions.

Darwin positioned the client as not simply a franchise or just a local office: Donald Ross Residential offers excellent specialist local knowledge and advice, and the customer experience is to a very high standard, driven by the company’s commitment to putting the customer first. The Donald Ross Residential approach makes life as easy as possible for every customer, who is appreciated as an individual.

The answer that emerged is light, bright and above all passionate. Summarised in the tagline Passionate about Property, it’s a clean-cut, open solution that wears its heart on its sleeve – refreshing honesty and friendliness are prized assets of Donald Ross Residential. Colours and shapes were chosen to emphasise the energy and positivity that typifies the company, which all help it stand out in an environment that too readily settles for me-too solutions. Pink denotes the Sales side of the business, green the Letting, and those colours also help differentiate the uniforms for the two facets of the business.

As part of the rebranding, the Donald Ross Sales & Letting Offices have been radically refurbished to help all clients enjoy their experience when dealing with the agency. The previous, “officey” atmosphere was swept away in favour of a more comfortable, welcoming environment of lower chairs and tables in an airy space, staffed by friendly receptionists instead of the more usual, slightly intimidating ranks of sales people behind desks.

“Working closely with our interior designer, we aimed for more of a modern coffee-shop feel,” said Vincent Bissette, Darwin’s MD. “To create a relaxed mood, from even before you step inside. We even persuaded Steven to upgrade the coffee-making machines to a top-class model, as we know that the accumulation of little things enhances the customer’s feeling of being truly appreciated. Also, the premises are now easier to see into – we lowered to waist height the displays of images of properties, so from the pavement outside you can see exactly what a nice place this is. It inspires confidence from the outside in. The old-style, floor-to-ceiling stands of images of properties created a barrier we didn’t need.”

The windows are still working hard, though: vibrant, high-tech visual displays ensure that properties stand out to maximum effect, and deliver information on the company, all helping fulfil Steven Miller’s desire for branding with innovation.

“Given that a company’s brand consists of every aspect of the business, whether it is printed material, advertising, the buildings, staff uniforms, signage, the website, vehicles, the furniture, you name it, it contributes – or detracts from – the overall branding campaign. Donald Ross had the foresight to undertake the rebranding comprehensively, and maximised the effect,” said Bissette.

The Result

Soon after the launch, it was announced by Donald Ross that, following the rebrand, their Sales & Lettings Offices have both enjoyed a significant upturn in business.

The sum of all the changes is a remarkable increase of 20% within sales business and in 90% of Donald Ross landlords finding a tenant in under four weeks. “Volumes in footfall and enquiries are up,” confirmed Miller. “We’ve increased market share across a wider audience and the rebrand definitely affected the demographic reach.”

“By bringing in the objective talents of Darwin we now have a clear, relevant direction and a brand that lives and breathes our personality and approach to selling, letting and buying properties. The response from customers old and new has been gratifyingly positive. Taking in all aspects of the business, it’s been our best ever year.”

STEVEN MILLER, MANAGING DIRECTOR, DONALD ROSS RESIDENTIAL

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LINIAN FIRE CLIP

Who are they?

The Linian Fire Clip is the super-fast, super safe new way of fixing cables to construction materials. Created from years in development by a seasoned industry professional in Glasgow, the Linian Fire Clip represents a massive upgrade in fire clip design, with serious advantages in efficiency, safety and value for money.

What was the brief?

The product is a game changer with exceptional benefits – such as being 70% faster to install than ordinary fire clips, and having a 950o melting point – but the corporate identity, tagline and branding didn’t reflect the directors’ vision of a world-class product that would be recognisable the world over.

What happened?

To find someone who could help hone the branding aspect of the business, Linian turned to a time-honoured method: Google. Up came Darwin’s name, and the Linian team recalled branding work they’d admired for Barbour Shop Fit Outs. Reassured that she wouldn’t be getting her fingers burned, LINIAN Sales and Export Director Lynne Jhangeer called in Vincent Bissette.

“From the start, Darwin impressed us with their professionalism. The depth and quality of the initial research they produced was excellent, and opened our eyes to the marketplace in the round, not just our own set-up. Vincent just got it: he understands what we are about,” said Jhangeer. “He also unpacked everything about the business right back to stage one, so that the new Linian brand is built on genuine, unique elements of the business. Together we simplified things and made the end result stronger. A bit like a Linian Fire Clip, actually!”

LYNNE JHANGEER, SALES & EXPORT DIRECTOR, LINIAN FIRE CLIP

“Darwin came up with questions we simply had never thought of, which helped us re-focus and concentrate on what exactly we had to do. That was an important step: at that point we were already selling Linian Fire Clips, getting the business running, and generally handling five million and one things at once. We needed clarity and a plan and Darwin provided both.”

“During the process, Darwin willingly showed us the sort of imagery and wording we wanted to see, and when we asked that they spell things out in terms that could be understood by branding novices, they did that too. So we were always confident about where we were heading.”

Just to turn up the heat, timescales were tight as Linian were launching in new international markets, but Darwin kept the schedules on track, nimbly designing, copywriting and project managing their way to a comprehensive new logo.

“It was a satisfying project in many ways, what with the product being so innovative, plus the excitement was having to respond fast – but then at Darwin we relish working at a fair old clip.”

VINCENT BISSETTE, MANAGING DIRECTOR, DARWIN BRAND CONSUTLANTS

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MACARTHUR DENTON

Who are they?

Macarthur Denton is a Glasgow-based firm of Independent Financial Advisers offering expert, forward-thinking financial advice to individuals and business clients throughout the United Kingdom.

What was the brief?

The perception at Macarthur Denton was that their corporate identity had served its purpose. After 12 to 13 years of sterling duty, it was felt that the ID was looking tired and in need of ‘freshening up’, the better to reflect the company’s belief in constant progress. However, they didn’t want to sacrifice the obvious benefits of being an established, experienced firm, and Macarthur Denton have always been proud of their Scottish roots.

What happened?

Darwin brought high quality design and brand-building skills to the task that were unavailable in-house at Macarthur Denton. An outsider’s ability to ask objective questions proved invaluable – as did Darwin’s overall grasp of the marketplace – in the creation of a unique, bespoke design solution.

What met with most approval from Macarthur Denton was Darwin’s ability to explain the process, aims and proposals clearly – “Darwin were never nebulous, and gave strong guidance.”

RAY GAULT, DIRECTOR, MACARTHUR DENTON

The new ID has prompted positive reactions across the board, from clients, peers and Macarthur Denton staff alike. “Our people are now proud of the corporate identity. And it gives us a good foundation building other aspects of the brand.”

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BARBOUR FIT OUT SPECIALIST CASE STUDY

Rebranding Helps Open 20% More Doors for a Fit Out Specialist

One consistent feature of successful companies – whatever the market, whatever the economic climate – is the ability to adapt to changing demands, without compromising standards of skill and customer service. Barbour Fit Out Specialists is one such company. As the Directors put it:

“The Barbour family business has created interiors for countless shops and stores, building an enduring reputation for value for money, delivered through top-class workmanship and high quality service. For over half a century our expertise in manufacturing and fitting out has overcome the challenges of commissions large and small, the length and breadth of the UK and Ireland.”

NORMAN BARBOUR, MANAGING DIRECTOR, BARBOUR FIT OUT SPECIALISTS

Since 1964 the Barbour standards of service have remained painstakingly high, but the company’s corporate appearance has changed more than once, and will undoubtedly change again.

The challenge for Glasgow-based branding consultants Darwin, who have worked with Barbour for over 15 years, is always to reconcile Barbour’s principles and heritage with the perceptions of customers sensitive to contemporary trends as well as practicalities.

“For years Barbour were known as shopfitters but recently they decided to rebrand as ‘Fit Out Specialists’: the term ‘shopfitters’ relates only to one part of the Barbour service and does not wholly cover their abilities in retail, commercial, public and leisure markets.”

VINCENT BISSETTE, MANAGING DIRECTOR, DARWIN BRAND CONSULTANTS

“Barbour work a lot with major multiple retailers, especially at the top end of High Street retail, where brand management is extremely influential. Stores in this sector go to great lengths to ensure their brand image is in line with market trends. Consequently, Barbour’s own brand image had to be remodelled to express an appropriately sophisticated style.

In the course of an annual brand review, Bissette was struck by a possible solution. “Barbour have long possessed a complete offering, which set me off towards the idea of the 3D circle, revealing both the exterior and interior of the shape. It is a complex form to work with, which suits Barbour: only a specialist can succeed in such multifaceted projects.”

Barbour’s 50th Anniversary brochure also went down well: “I like the style and humour of the brochure … I would like you to accept a really nice bottle of one of our single cask single malt Scotch whiskies. I do not make a habit of sending out rare bottles!”

FRED LAING, MD, DOUGLAS LAING & CO., SCOTCH WHISKY BLENDERS & BOTTLERS

The rebrand has been well received. Said Bissette. “Staff, suppliers and customers alike have commented favourably – without prompting – that the classic authority of the strong circle conveys the established Barbour values of reliability, safety, quality, clarity, integrity and honesty. It is also a symbol of longevity: it says, ‘We’ve been here for a long time and we’ll still be here tomorrow’.”

The new push has earned compliments from the trade media, such as the influential National Association of Shopfitters (NAS) Directory: “The outside back cover position is arguably the most prominent position and we have placed your advert on it in recognition of the excellent creative and eye catching material which Barbour Fit Out have always given us to publish.”

GORDON GREEN, PURPLE MEDIA SOLUTIONS LTD

Said Bissette, “Previously we’d used dramatic photography of a contortionist to help express Barbour’s flexibility. We did the shots for real, no photoshopping, with the contortionist being ultra supple, literally bending over backwards for one iteration of the concept, compressing himself into a suitcase for another, and so on … it was engaging, fun and effective, but times change. The contortionist delivered a worthwhile message, but he wasn’t right for our present age of austerity.”

“That’s the beauty of a regular brand audit and review by an outside professional – Barbour can strip everything back to the brickwork, so to speak, and gain an objective overview of where the business stands in relation to where it wants to be, “said Bissette. “From there we re-aligned the brand strategy, and took a fresh look at the brand collateral.”

“Since rebranding, we’ve been asked to estimate for more jobs: I’d say around a 15 to 20% upturn. We’ve picked up new business, not only in our established field of retail, but also from smaller independent companies such as a repro house and jewellery businesses, where the need for high quality fit outs is obvious, and in commercial offices.”

NORMAN BARBOUR, MANAGING DIRECTOR, BARBOUR FIT OUT SPECIALISTS

“The market remains profoundly cost conscious and that is usually the deciding factor in clinching a contract, but the new branding gives us stand out, generating opportunity, which is fundamental to any business.”

Summing up, Barbour said, “Darwin Brand Consultants was instrumental in our recent rebrand and 50th anniversary marketing campaign. We now have a new logo, new website, new blog, new stationery, new vehicle livery and now operate on all social media platforms. Barbour is a family-run firm, where we value team spirit and independent thinking highly. I’m delighted to say Vincent and his team are always available, easy to work with and keep our marketing and brand relevant and vibrant. We’re a good fit.”

“I read your brochure cover to cover and found it inspirational as I am just starting out in my business with the first site. I am always looking at new sites and I will no doubt look at Barbour as an option.”

ROBBY SCOTT, OWNER, BABUCHO BAR & RESTAURANT, NEWCASTLE

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THE BIJOU WINE CO

Who be Bijou?

Bijou is a specialist pop up wine bar company offering exceptional wines, served from a horsebox or rustic wooden bars. Yes, a horsebox. The horse was decanted to pastures new and the box is now a beautifully finished and fully functional bar.

In the words of effervescent MD Gillian Snowden, the Bijou aim is to revolutionise the choice of wines offered at cultural, sporting and music events throughout Britain, and to serve those wines in a unique and characterful way. Team Bijou are passionate about helping private celebrations and corporate functions to stand out from the crowd.

What was the brief?

“The business was completely new, so for our logo and corporate identity, the canvas was blank, absolutely nothing other than what we do and how we wanted to set about it,” said Snowden. “A friend at a networking event had met Vincent Bissette and recommended Darwin Branding to me. You might say we met through word of mouth, which is the only way to do it when you’re a drinks company!”

“I knew that Darwin would be right for the job as soon as Vincent openly announced that the whole idea was crazy … and still went ahead and did the work. That’s very Bijou.”

GILLIAN SNOWDEN, MANAGING DIRECTOR, THE BIJOU WINE CO

What happened?

“Our two companies were comfortable working together. I liked the fact that Darwin took us seriously and invested a lot of time in listening to us, asking questions, talking with us and looking into every aspect of the business, not just settling for quick answers. Darwin made everything line up, into a complete, consistently strong brand.”

“Vincent and Suzie were always there for us, and took a genuine interest in the business. I had to spend time abroad at one stage, and Darwin looked after the livery design of the horse box as if it were their own.”

“The result is a logo and corporate brand identity we’re extremely proud of, and it has gone down a storm, getting commented on all the time, from handing over the business cards, our on-location banners, even the stickers we apply to boxes.”

GILLIAN SNOWDEN, MANAGING DIRECTOR, THE BIJOU WINE CO

“The design is simple, and all the more effective for that, I believe. It reflects the vibrancy of Bijou – we’re party people, after all. The ID has definitely given us an innovative edge in that it is seen as possessing femininity, particularly in its colours, which sets us apart in a male dominated industry. The design palette is flexible too – we can change the colours to suit weddings, for instance, or whisky companies.”

That’s the Bijou brand story. Now, what’s yours?

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Dunbar Bank

Who were they? Dunbar Bank was a commercial property funding bank owned by Zurich Insurance Group, which financed property developments the length and breadth of the UK.

From 1998, until a reorganisation of Dunbar’s business model saw them cease their banking operations in 2010, Darwin advised closely on branding and design work, and implemented all Dunbar Bank brand collateral, including brochures, direct mail and advertising campaigns.

What was the brief?

The briefs to Darwin, which varied over the years as the bank responded to changes in the market, consistently reflected the organisation’s dedication to high quality, collaborative, personal service for its customers.

We scoped five brand values: Dunbar Bank was secure, customer focused, expert, open and confident in all its dealings. We had to convey that Dunbar Bank was always personal, warm and engaging, yet to the point. Here was a bank that was considerate towards its customers, while always considering what was in their best interests.

“Having worked with Darwin Brand Consultants for more than 10 years, it’s like working with friends. Friends who just happen to have a wealth of expertise of what it means to keep a brand alive and most importantly moving forward. Their ability to provide outstanding brand and marketing collateral which embodies the brand and its ambitions is second to none. They are proactive and thorough, creative and dedicated and work as part of your team to achieve the best results. I would have absolutely no hesitation in recommending them to others.”

VIV MORTON, GROUP MARKETING CO-ORDINATOR, DUNBAR BANK PLC

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Siebert

Who are they? Since 1990 Siebert have been providing innovative business telephone systems and telecoms solutions to virtually every industry sector. The company’s success is founded on offering improvements which are simple, practical to deploy and highly effective in resolving the real-life business issues faced by their customers.

What did the brief call for?

The new logo had to convey that Siebert are not only about telephone systems, but also about delivering the right solution for the customer by recognising that each customer has specific, different needs – consequently every solution will be different.

No two customers are ever the same, and no two solutions are either.

“Darwin Brand Consultants designed our company branding in 2007 and we have put it to work hard for us ever since. We’ve applied it across a range of stationary and the usual documentation you’d expect to use it on however I am constantly delighted at how well the design and the brand application guidelines that Darwin produced for us has applied to a much wider and diverse range of media. We’ve used the brand identity on neon signs and other signage, vehicles liveries, complimentary pens, uniforms, lots of electronic media – web sites, email shots, blogs, social media – even in the interior design of our offices and demonstration suites. The design was delivered with enough flexibility of application to work with everything we’ve tried so far and it still conveys the qualities of solidity, dependability, innovation and expertise that we wanted to convey. We’re regularly complimented on our branding and we’re told that it makes us stand apart from our competitors, which was the whole idea in the first place. Darwin certainly delivered for us.”

GRAEME HIND, OPERATIONS & MARKETING MANAGER, SIEBERT TELECOMMUNICATIONS

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Sutton Group

Who are they? Sutton Group Limited is a Building Services Commissioning and Property Maintenance business specialising in Commissioning Management and Facilities Maintenance activities through their operating companies, Sutton Services International Limited and Sutton Maintenance Limited.

The Sutton Group was established in 1978, and has grown as a company and now operate in Europe and the Middle East as well as the whole of the UK.

Over 200 staff are employed by Sutton Group through their regional offices in London, Luton, Manchester, Newcastle and Glasgow and the Group’s international base in Dubai, United Arab Emirates.

What was the task?

The brief to Darwin was to raise the company profile and draw together its various operating divisions – Facilities Management, Commissioning CxA and Services International –to unite them under one cohesive banner.

How did Darwin unlock the problem?

The result was a globe composed of three distinct strands combining to complete a single picture, each strand representing a division of the business.

The objectives of the project were twofold. First, we had to simplify the naming of the divisions whilst retaining a coherent and obvious group structure.

Second, we had to develop and implement a design solution that consistently brands the group and each of its divisions, with their new names.

“We commissioned Darwin Brand Consultants in 2010 to rebrand our organisation in a way that represented our values and vision in a memorable way. What they produced is still as fresh today and representable as in 2010. We adopted their strict control methods set out in the brand identity guidelines manual in reproducing our logo on stationery, vehicles, signage etc rather than different suppliers producing their own version, which maintained a control of quality. We are now going through a restructuring of the business and continue to have Darwin involved with our brand image.”

BILLY MCCLUSKEY, DIRECTOR, SUTTON SERVICES INTERNATIONAL

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Scottish Leaders

What was the brief?

A logo was required that would evoke feelings of professionalism at a world-class level, here in Scotland, among companies with national and even global ambitions.

The principal targets were CEOs and MDs, and Darwin had to convey that Scottish Leaders’ qualities, primarily:

  • INTEGRITY
  • TRUST
  • QUALITY
  • DIGNITY
  • CARING
How did Darwin lead the mission?

Scottish Leaders helps individuals and companies become the best they possibly can be. Scottish Leaders helps transform businesses from local to national to global – even if it’s just in their thinking. So Darwin arrived at the idea of Scottish Leaders being an inspirational enabler, expert in taking what is already there and realising its full potential.

The end result was the dynamic image of a globe being assembled, of everything being brought together to complete the package. The use of a spectrum of colour represents the diversity of businesses and business people and the wealth of experience that Scottish Leaders has at its disposal. The dark blue conveys stability and trust.

The tagline tells you exactly what they do.

“When the person you are entrusting your brand development to asks more detailed and challenging questions than you anticipated, you are on to a winner. Vincent asks, listens and then brings you the most thought-out of ideas and solutions that are radical but totally deliverable.”

ALASTAIR MUIR, MANAGING DIRECTOR, SCOTTISH LEADERS

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