CREO Design Studio
Brand and identity | Website design
Problem
CREO, an Australian interior design studio specialising in office and workspace design needed to reposition themselves as a sophisticated for blue chip companies and building developers for office fitouts. Consultation with Senior Leadership and the CREO designers found the brand to be ‘fussy’, ‘ornate’, and ‘overly dramatic’ and unaligned with the design process and credos of the studio.
The rebrand also needed to align with the rebrand of NPM, the project and construction arm of the business as both companies would tender for design and construction projects.
Process
Working with the Head of Marketing and the National Design Principal, the new brand direction needed to standout in a crowded market and show CREO’s focus on human-centric design. ‘The future of intelligent design’ became the new brand direction, focusing on the CREO’s considered approach to design, placing the client at the centre of the design process and injecting the studio’s bold and brave personality into every project.
Taking this brand direction, I mapped out three possible brand routes and presented them to the state principals for feedback. From this consultation, the brand direction of ‘colourful minimalism’ was chosen.
Solution
The new brand was rolled out over website, business collateral, social media strategy, content and visuals along with internal and external sales documents.
