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.
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We created a position that reflected the weight, distinctiveness and relevance of the organisation.
We created a distinct campaign to stand out in a competitive and crowded marketplace.
Whether you want us to be frank, bright, able or all three, get in touch.
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