Creative Triangle was commissioned to develop a corporate identity for a new joint venture between the Brett Group and Nova Cement (the UK division of Medcem). The identity design needed to encompass all the key attributes and values of the new company – trusted, established, agile and long-term approach. The new identity also needed to appeal and resonate with all audiences – customers, industry partners as well as colleagues.
The new joint venture needed a strong brand identity that communicated its unique value proposition effectively, offering a range of more sustainable, lower carbon extenders and binders such as Pulverised Fly Ash (PFA) as well as CEM1 from a new, modern cementitious products terminal at the deep-water port in Sheerness, Kent. The challenge was to develop a strong, established brand which included suggesting and researching the company name, designing the identity, developing the guidelines, and applying these elements across various materials and platforms.
We began with a stakeholder meeting to discuss the essence of the new company. After an in-depth research phase and many stakeholder presentations the client suggested the name ‘Invicta’, a Latin word meaning invincible, undefeated, or unconquered, which was then chosen. It is also the motto of the county of Kent, England, where the new company will be based in the Port of Sheerness. The chosen new name and numerous designs for the identity of Invicta was rigorously tested with focus groups, supporting brand test boards and user testing sessions to ensure it met the target audience’s expectations. The successful design and its strapline ‘Cementitious Solutions’ was applied across a wide range of materials, including stationery, brochures, website design, PPE, cement silos, signage and powder trucks, ensuring a coherent and impactful brand presence.
Brand and Communications Manager at Brett Group, said:
“Jo and the team at Creative Triangle are an absolute pleasure to work with. They created a seamless team with us to deliver this brand for our new JV company and we are delighted with the results.”
