CPL Group

The end goal was to design a new website, but first of all, we had to come up with a “Big Idea” (as we like to call it), something that would capture the emotional context of what they do and more importantly why they do it. It needed to be memorable, sticky, and “disruptive” (our new favourite word).

We worked closely with their marketing team to extract as much detail as possible and any nuggets of information we could use to differentiate them. It quickly became clear that they were hiding their light under a bushel, and that there was much more to them than their website suggested. They were more skilled and experienced than many of their rivals, and better resourced and connected.

In the course of brainstorming, we hit upon “the best people for the job”, a phrase that described them perfectly. But as familiar as these words may be, we found that no one else was leveraging them in their business. Cpl hence had an opportunity to claim them as their own and use them wherever possible. That’s the beauty of a good idea – it’s simple, it’s meaningful and it works on many levels.