Rebranding one of Western Australia’s oldest and largest organisations is no small challenge, especially when it has thousands of members who feel strongly about issues that involve their heritage and the future.
Clarity and the CBH Group’s management team faced this challenge together when they set out to bring consistency to the graingrower’s brand by drawing together a range of conflicting sub-brands that had been created through gradual expansion over many years.
The new brand created by Clarity has a fresh modern feel created through new stylised grain imagery and a bright colour palette. The identity retains a clear link to the company’s branding heritage, while the identity system has allowed all the company’s sub-brands to be incorporated as part of a unified visual corporate image.
The rebranding process tooknearly two years to complete because it involved the redesign and replacement of an extensive range of materials, internet site and signage on sites stretching from Geraldton to Albany.
The brand now has high recognition among CBH stakeholders and continues to gain prominence. Most recently it was projected on the wheat silos at York as part of the 75th anniversary concert organised by Clarity.
