Carten Controls
From a visual perspective, they weren’t that unhappy with their old logo. Yes, the font was a bit dated and needed a refresh, but they didn’t want a new graphic or anything radical. They liked the simplicity of their name, and they liked their general colour scheme. They just wanted something more contemporary and professional. So that’s what we did.
We also pulled together a comprehensive brand style guide for all their employees and suppliers to follow. This was really important, because up until then, they found it difficult to manage and police their brand assets, an issue common to many rapidly growing companies with different staff in different locations. The brand style guide set guidelines for correct logo usage and provided templates for all their marketing collateral.
A key component of any branding project is the brand story. After brainstorming with their leadership team, we got a really good sense of what they do and where they excel. We came up the following tagline and brand story, which they loved, and which then formed the basis for the content on their new website and across all their marketing collateral:
New tagline: We go beyond
New brand story:
We listen, we respond, we collaborate, we create. We never settle for less. We always strive for the best. When faced with a problem, we are relentless in our pursuit of a solution. That’s because we love a challenge. We love fixing things. We are always thinking of better ways of doing things. We are always learning. we are always ‘on’. When working on projects, we try harder, we aim higher, we go further. Because at Carten, We Go Beyond.
