Faced with the aging of its brand, CGR was in urgent need for a fresh, convincing and powerful communication scheme in order to conquer new industrial clients. This need was further urged by the rapid transformation of the automotive industry, which currently undergoes profound change in the wake of widespread shift to electrical mobility. CGR’s management therefore was looking for a complete revamping of the company’s communication scheme. Based on a preliminary analysis, bb&b advised management to develop a new brand platform prior to the conception of communication tools.
Once agreed on the scope of the mission to be accomplished, we applied bb&b’s proprietary industrial branding scheme to CGR. It started with a thorough analysis of the company culture, including visits to production facilities, R&D, trade fairs etc. A workshop with the top management ensured a shared perception of the company’s roots, strengths and vision. Clients and employees’ interviews further completed the picture. Once the analytical groundwork done, we started building the brand platform and conceived the new corporate identity. Special attention was paid to the specific organization of CGR as a freedom-form enterprise.
The new brand platform enabled tailoring of the company’s new logo and visual identity, associated to the baseline “form your world”, also created by bb&b. The baseline highlights the company’s historic competence in the cold forming of metal, as well as its global activity. Photo shootings in several production sites yielded a rich stock of highly specific images, heralding CGR’s humanistic management approach. A new internet site and communication collaterals ensured consistent deployment of the new brand around the globe.
Rolled out amidst the Covid crisis, the new brand identity gained immediate traction amongst management, employees and clients.