Rebrand | Art Direction | Website
CJK is a specialist electrical, mechanical and instrumentation engineering company. With a growing client base and an ambition to broaden their offering, they enlisted our help for a brand refresh that would see them through their expansion and beyond. In order to gain a deeper understanding of their business, we underwent extensive workshops with the CJK board members and captured insights from all levels of employees. The findings showed that this was truly a people-first company. It was a business centered around a core of culture unmatched within their industry – something which needed to be communicated and celebrated.
We set about crafting a suite of messaging that reflected the insights gathered, including a brand purpose, mission, vision and values, as well as a new tagline, ‘people powered engineering’, that succinctly summarised how CJK are different. Our next body of work was to create a look and feel that matched the progressive nature of this company.
We developed a suite of varied brand components that could be effectively utilised by CJK’s in-house designer. We elevated the brand with new, modern typefaces, flexible graphic devices and an updated colour palette. We were particularly mindful of the brand’s legacy with the colour blue and the equity it held. As most of CJK’s collateral used this colour, we made sure to incorporate blue into the palette but in a fresh and modern way. We also brought the new identity into a bespoke website build, making sure to develop a platform that matched, and effectively showcased, the high calibre of CJK’s projects.