Services

Corporate and brand culture strategy / Communications messages / Global brand identity / Literature and marketing materials across the business / Studio management and support for all EMEA offices / Brand guidelines and photography management

Challenges

Acquisition of retail and commercial businesses across the world needed more than a new collective logo. From establishing a corporate name change – CB Richard Ellis – into a recognisable global brand the organisation needed to unify the businesses through a combined corporate and marketing culture.

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Simon Rhodes, EMEA Business Development Director

“Smith & Milton are one of the few agencies who really understand brands in the ever evolving digital world. The work they undertook for CBRE re-brand will remain relevant for years to come.”

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Approach

To identify what made CBRE different to its competition.  We undertook a global audit of messages, marketing and identity to understand How they walked, talked and did business.  We reviewed the local and global marketing campaigns to understand the commonalities.  We embarked on a cultural strategy to build a singular organising thought that captured the growing and overarching business attitude.

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Solution

A repurposed brand framework of language and action to unify all messages. A new corporate identity built around a simple symbol. We set the global brand colour as ‘Living Green’ – an ever changing palette of fresh and vivid green imagery – flexible for every communication medium. We established the corporate imperative ‘Going Beyond’, an organising thought that best captured the ambition and attitude.

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