CREO Design Studio
Brand and identity | Website design
Problem
CREO, an Australian interior design studio specialising in office and workspace design, required a significant brand repositioning. Their objective was to cultivate a more sophisticated image that directly appealed to blue-chip companies and building developers for high-end office fit-outs.
Internal consultations with Senior Leadership and the CREO design team revealed a critical disconnect: the existing brand was widely perceived as 'fussy', 'ornate', and 'overly dramatic'. This aesthetic clashed with the studio's contemporary design process and core credos. Adding to this complexity, the rebrand also needed to ensure seamless alignment with the refreshed brand of NPM, the project and construction arm of the business, as both entities would jointly tender for integrated design and construction projects.
Process
As Senior Brand Designer, I collaborated with the Head of Marketing and the National Design Principal to define CREO's new brand direction. Our aim was to ensure CREO stood out in a competitive market by highlighting its human-centric design philosophy. This led to the adoption of 'The future of intelligent design' as the core brand direction, reflecting the studio's considered approach, client-centric process, and bold personality.
From this strategic foundation, I developed and presented three possible brand routes to the state principals for their feedback. Through this consultative process, 'colourful minimalism' was decisively chosen as the new brand direction for CREO.
Solution
Solution and Results
The newly refined brand was strategically rolled out across all key touchpoints, including a complete overhaul of the website, business collateral, the social media strategy (content and visuals), and all essential internal and external sales documentation. This comprehensive brand refresh was exceptionally well-received by the Senior Leadership Team and team members alike, fostering strong internal adoption.