caba is the charity helping the ICAEW community thrive in their personal and professional lives. However, many in their community don’t know what caba is or understand its relevance. We sharpened their vision where everyone in their community can fully participate in life. We needed to develop a brand strategy and identity that reflected this human element, broadened their appeal whilst acknowledging that everyone is different.
Our brand positioning of “giving people the strength to face the everyday and the exceptional” establishes a creative platform that allows the brand to express life’s variety in a vibrant, colourful, balanced and human way. A set of contrasting and complementary brand personality attributes help steer creative balance too, ensuring the brand can flex for different needs or occasions in different ways, so that individuals can understand caba and see themselves in the brand in the way they couldn’t before.
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Head of Marketing and Communications, caba
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We captured their enduring commitment as ‘Essential infrastructure services for life’.
We developed a brand that’s in tune with its audience and in step with its message.
Whether you want us to be frank, bright, able or all three, get in touch.
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