The consultancy was appointed in January following a credentials pitch, and tasked with reviewing Craegmoor’s brand strategy. The appointment was prompted in part by Advent International’s takeover of Craegmoor in July 2008.
A team led by Dragon Rouge creative director Keshi Bouri developed a brand story, with the central idea of ‘making it possible’.
The brand mark is an illustrated ‘C’ made up from everyday objects, which, the consultancy says, are meant to illustrate ‘elements of people’s everyday experiences, which can be ordinary to some, yet extraordinary achievements for others’.
The brand, which launches on Thursday, is being applied to the website and various pieces of literature, including brochures, an internal newsletter and a brand book.