In 2016, Cordant became the UK’s largest social enterprise. But with 14 sub-brands, silo-working, disconnected communications and a lack of continuity, there was a need to unify the thinking and consolidate their brand portfolio under one umbrella brand: Cordant. Our job was to bring all the thinking into one place, and to reposition Cordant as a business that profits through purpose.
We needed to unearth a brand position and find an identity that would position Cordant as the pioneering social enterprise it was – in a way that would speak to stakeholders, employees and customers. We put purpose at the heart of their business and transformed their brand architecture to create clarity and a single voice.
We stripped out the corporate ‘group’ from ‘Cordant Group’, and created a whole identity, brand purpose film, website and roadshow to activate the brand.
“We have been working with Martin and his team at Earth for the last 8 months, and the results have been exceptional. With their help, we have agreed our social purpose, together with 3 supporting beliefs. Earth have been instrumental in the ongoing transformation of the Cordant Group from a commercial, shareholder focused company into a genuine social business with the potential to help transform society.”Phillip Ullmann, Chief Energiser, The Cordant Group