CMG Branding

Quote by Brendon Knoetze, CMG’s COO

 “Rising Tyde helped deliver a holistic approach to the refreshed CMG brand and digital touchpoints.

CMG has such a strong story and client base, it was important that Rising Tyde captured and distilled this into the work.

With a hands-on and responsive approach along with the ability to understand the CMG business, Rising Tyde have delivered something we are all proud of.”

Situation :

CMG have been the go-to Change Management Consultancy firm for over 20 years. With clients across several sectors and household brands everyone knows. CMG were looking for a digital platform and brand to help convey and cement their leading position.

In 2019, Rising Tyde were tasked to refresh the branding and rebuild the website to help further convey they essence of CMG and allow for future growth in both the UK and global markets.

Task :

CMG wanted to scale their offering and increase global expansion into several existing territories. Therefore, an audit on what marketing tools they had and needed was conducted and from this came a list of clear output: CMG’s brand needed a more developed set of elements, associated marketing/presentation tool needed to be refreshed and the website needed a rework.

Action :

Discovery: A series of interviews and briefings took place to identify the proposition in detail along with the requirements. This was accompanied with research into the industry and key existing clients.

Concepting: M&D were selected from several designers to tackle the task. After a deep dive briefed process, they produced a number of iterations and refinements to demonstrate how new branding concepts would be conveyed across the touchpoints.

Testing: Once internally the direction had been selected, the concepts were presented to the wider stakeholder groups – this included; clients, international team members and the CMG board

Build: Further refinements were made and then the development task was given to Well Made. Build into Wordpress, Well Made constructed a mobile responsive experience, where previous content was seamlessly transferred into the new template, maintaining SEO elements.