Case study

I've only included the single case study here, not least because of confidentiality issues, but if you are interested I would be happy to discuss in more detail my involvement with this or other companies.

Courtaulds plc

(Winner of the Grand Prix, CBI/Marketing Design Effectiveness Awards for Corporate identity)

(At this time, Courtaulds was a large industrial conglomerate, with over 60,000 employees in 35 countries, and interests in engineering, technology, research, paints and textiles. Owner of several major brands, such as International Paints, Amtico, Gossard, Jockey)

I was the Account Director on this account, at Lloyd Northover, working with two project managers and a team of a dozen designers. This major corporate identity exercise has been acknowledged as one of the most successful in terms of the improved performance and presentation of the business.

The project covered every aspect of the company's business, from its operating structure to the name of its component companies, and including all facets of the company's image and identity. We undertook thorough research to establish the need and direction of our work, and then looked at the naming and presentation of the businesses in the Group. Having developed an improved operating structure and a new visual identity, we then reviewed the company's environments (both public and private areas: offices, reception areas, canteens, shops, factories), its communications (stationery, literature, packaging, advertising), its behaviour (to employees, customers, suppliers and all other audiences), and the very nature of the products and services it offered. We then prepared comprehensive guidelines for the future management of their identity.

This was a particularly rewarding project to work on, both for the depth of experience gained in every aspect of corporate identity and in the real improvements we were able to make to the presentation and performance of the business.