Background

CDP is a company specialising in Performance Management solutions. Operating out of Wellington, Auckland and the UK, the company had just undergone a management buyout when I became involved.

At the core of CDP's business was a suite of Cognos software products for which CDP is the sole distributor in New Zealand. Historically, the Cognos brand had been promoted to drive sales, so the CDP brand had become less visible.

CDP clearly wanted to up its profile in the market. It was while working with directors Craig Catley and Allen Keyte that CDP's real point of difference came to light. We developed this into three key messages about CDP that needed to be communicated to the market.

The logo

With a clear idea about what made the company different, the next stage was to create a fresh new look. Using moodboards to help establish the new direction for the brand, the logo was redesigned. At the same time a new set of corporate colours was chosen to distinguish CDP from the competition and raise their visibility.

Communicating with the market

CDP is successfully repositioning itself in the market via an aggressive advertising campaign working to both build the brand and the company's products. The website (www.cdp.co.nz) has also been brought into the new style, giving the whole brand a cohesive feel.

“Rebranding CDP was a major undertaking for us. Viv's strategic approach ensured we got the best possible outcome. The fact that we're working together three years on speaks for itself.”
Craig Catley, Director