| CPP Inc
2010 REBRAND 100 Winners > notable
Industry: Publications/Publishers
Component Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - CPP is a leading provider of assessment solutions for human resource professionals
offering products that focus on meeting individual and organizational development needs
Challenge
• Increase brand awareness, products were well known but not CPP
• Create a site that enables the needs of a diverse audience be met from novices
to experts, businesses to governments, US users to global audiences
• Create a branded website that is more current with latest web technology
• Build a site that eliminates customers having to put the pieces together themselves
• Improve CPP’s competitive differentiation
• Greatly improve the customer’s ability to find and purchase products and information
• Allow targeted interaction
• Communicate corporate positioning and messaging
• Allow for agile content updates.
Strategy
• Ensure new website design reflects the values of CPP and its employees
• Redesign the website to become more than a repository of products which were difficult to find and align
to one that is highly intuitive
• Integrate CPP's new brand positioning and platform
• Identify HR issues upfront to aid in the understanding and purchasing of products
Result
• A highly intuitive experience with clear next steps
• The brand concept of the Expert Personal Guide is brought to life through considered messaging, writing, imagery and simplified navigation
• Transformation of the website to a warm and highly functional, branded experience that is more
connected to their customers and communicates with the clarity of HR directors
Credits:
Client: CPP Inc - www.cpp.com
CPP Team: Leah Walling, Catey DeBalko, Virginia Steiner, Laura Ackerman-Shaw
Brand Strategists/Designers: MetaDesign- www.metadesign.com
Strategy: Sean Ketchem
Design Direction: Jane Brown
Design: Carin Rogoff, Geoff Philips
Program Management: Karen Sivak
Programming: Andy dePasquale
Photography: Royalty free stock
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