Adapting to change and still championing
  • Brand
  • Marketing
  • Communications implementation
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The CIPD is the professional body for HR and people development, with over 160,000 members worldwide. But it’s so much more than that. And in a changing world and a changed workplace, it was time to review the brand we had developed in 2015, to see whether it should be updated – and if so, how.


‘Championing better work and working lives’ remains at the heart of the brand, but its expression has changed. New messaging reflects a purposeful organisation, with a great membership offer. New principles support a powerful tone of voice and new attributes direct a visual expression that is more human, expressive and bold. The brand architecture is future-proofed, reflecting the ambition and reality of this exciting organisation. A result to excite and engage within the CIPD and beyond, globally.


  • Brand review, audits and research
  • Brand positioning, narrative and messaging
  • Brand values and behaviours
  • Tone of voice
  • Brand architecture
  • Naming
  • Visual identity
  • Engagement
  • Brand guidelines
  • Training
  • Campaign strategy and creation
Communications implementation
  • Literature and stationery
  • Presentations
  • Training
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We leveraged a unique position while ensuring SWIFT remained relevant.

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