CEG - Brand Development
Commercial Estates Group is a Development and Asset Management company, founded in 1989. Since then, they have grown considerably and no longer work in the commercial sector alone. Our challenge was to provide clear strategic thinking that would inform the creation of a new brand identity and would represent the company now and in the future.
Having undertaken a number of stakeholder & employee interviews, we developed a strategic positioning that represented the way CEG conduct their business across all sectors. CEG’s new positioning, ‘Property by example’, now sits at the heart of everything they do and acts as a clear gauge for all their property projects.
We also shortened the company name from Commercial Estates Group to CEG, an abbreviation that had been adopted for some time and therefore seemed logical to make official. This also shifted the emphasis away from simply the commercial side of the business, allowing for diversification and future expansion.
The new visual identity works hand in hand with ‘Property by example’. A simple logotype places emphasis on the ‘eg’ at the end of their new name. This, along with a clean approach to typography and imagery, helps CEG communicate more clearly. In addition, a distinctive approach to information graphics helps the their audiences – who vary from farmers selling land to Blue chip companies leasing commercial space – understand often complicated processes.
CEG now have clarity in the way they describe what they do and a strategic gauge from which to measure the success of their projects. They also have consistency in the way they look and communicate with a new, contemporary visual identity.