The Camlee Group wanted us to create a corporate identity that conveyed their ethos. The team take the time to fully understand clients’ personal and business objectives, so the brief specified the need for an open, honest, approachable brand identity. Alongside this, Camlee wanted a new website that would reflect this identity, plus a host of collateral which would position them as one of the leading company sales and acquisitions companies in the UK. Initial objectives included:
- Create a brand identity that conveyed the Camlee company values
- Position Camlee appropriately within the financial services industry
- Design and build a functional website that showcased Camlee’s services
- Work from a concept that was based on people first; customer-focued
- Rollout branding across a host of bespoke collateral
+ The Challenge
The brief that Camlee initially sent over seemed to, at first, be a bit of an oxymoron. Wanting a corporate identity that conveyed an open, friendly, customer-focused approach would be quite the challenge to create – but having worked extensively in the financial services sector before meant that our brand strategists had the required experience to map out a researched, informed plan.
It was clear that the content of the new website would be vital; from the language used, to the imagery and design. Every aspect needed to reinforce this unique identity, so K2L set to work refining every tiny detail of the Camlee brand story.
+ Our Strategy
After in-depth competitor and audience analysis, our branding team were able to take inspiration from a range of established businesses, plus Camlee’s demographic and their desires. Serendipitously, we mirrored the Camlee approach by adopting their customer-focused methods, to determine exactly what this target audience was looking for. The result? A brand that walked the tightrope between corporate and colloquial, offering an approachable, friendly demeanour that would also fit in with other big players and competitors within the financial services industry.
As our design and development team set about building an intuitive functional, fully responsive website, our head of design art-directed a commercial photoshoot. In using imagery of the Camlee team and real clients, we were able to naturally roll out a look and feel that reflects the company’s professionalism and customer-focused approach. This has since positioned the brand far from many of the countless, faceless financial services providers of the industry. The language used was carefully crafted to support this – although corporate and informative, it is accessible, fluid and refreshingly free from jargon. The entire site conveys the Camlee values through and through.