Branding strategy and corporate design for C + P
Strategy – the foundation
Together with the C + P sales team, we develop a vision for the future and define the company's goals in order to then develop a suitable strategy. In joint workshops, we gain an understanding of the product variety within the C + P family and build a framework for the next steps. A tour of the production plant in Breidenbach rounds off the overall picture and gives our team exciting insights.
Corporate Design
The outstanding quality of C + P's products is to be brought to the fore with the new look and raised to a new, modern level. We achieve this with a logo update, the use of a new type family, high-resolution product renderings and a colourful palette based on the industry applications – for example, shades of red for promoting the fire brigade lockers.
The logo has been revised and modernised to match the new C + P brand identity and to remain future-proof. The rhombus, as the defining element of the logo, has proven its worth throughout the company's history for decades. The brand perception built on this design element should therefore endure, and the brand should be connected to it even more strongly.
The new claim gets the sharpened positioning straight to the point: C + P's focus will remain on the production of steel cabinets – durable, high-quality products made to German standards.
„Arndtteunissen helped us to concentrate on our core and to communicate this message concisely and consistently to the outside world. Exchanging ideas with external consultants is worth its weight in gold for that. Working with the Arndtteunissen team felt as if you were our own department at C + P, just temporarily. For me, a truly successful collaboration.“Tomas Kirschenfauth, Managing Director, C + P
Key visual
We pick up the distinctive rhombus shape of the logo and use it on a large scale as an essential design element across all media. Through scaling, the visual offers a kind of stage that can be adapted in size and colour depending on its use.
Implementation
Good design needs good implementation: to bring all C + P employees on board, we develop a flyer that explains the new corporate design in more detail, as well as staff clothing and giveaways, which are to be presented ceremoniously as a bundle in a matching tote bag. At the same time, all media and the business stationery are being switched over.
C + P SmartLocker campaign
Alongside the relaunch of the brand identity, the campaign we developed for one of the company's newest products, the C + P SmartLocker, also gets under way. We develop the campaign idea “Like magic”, which serves in its magical way as a guideline for all motifs.
In addition to extensive media planning for the print campaign, the landing page was implemented as the first point of contact to inform interested parties in even more detail about the C + P SmartLocker and to let them order the comprehensive brochure. The campaign is also promoted on social media to significantly increase reach and to reach the target groups of the various industries.
We look forward to a no-obligation initial conversation with you
Christian Malling
Senior Project Manager