Churchill Hui are a project management consultancy working primarily in social housing. With over 35 years experience, the company already had a strong foundation but their identity had become unclear and their marketing material too focused on architecture. The aim of the project therefore was to better reflect their position as management consultants, and to focus on their work in the social housing sector.
The first step was to clarify Churchill Hui’s identity; what they do and who they do it for. This was achieved through a strategic workshop involving key members of staff, and amongst other results produced a positioning statement that would form the basis of the project:
Design and management consultants to the social housing sector
Next was the creation of a new corporate identity. The overlapping squares represent the idea of ‘working together’, a theme that is carried throughout the new brand. Bold yet soft colours are complimented by a custom rounding of the Helvetica typeface.
Working with illustrator Per Karlen, a series of images was created expanding on this concept of ‘working together’ and the idea of ‘communities’. Illustration was used to give a softer, more human image – better reflecting their social housing client base. Key words reflecting Churchill Hui’s work were illustrated for use in the brochure and website; Sustainability, Innovation, Performance, Knowledge.
The strength and simplicity of the new brand identity allows it to be applied across a wide range of internal and external material.