Our work

Chartered Institute of Personnel and Development

Creating an identity that connects


Visual identity and tone of voice (including messaging handbook and a representative and inclusive stock image collection); Launch marketing strategy and comms email journey; Landing page design assets and copywriting; Third party print advertising, including advertorial; Digital advertising, including website banners, homepage takeovers, MPUs, video intros and outros, and email banners; Printer and digital flyers tailored for UK and ME markets; Social media assets (stills and animated GIFs)

The challenge

The launch of their new qualifications was a huge project for the CIPD – and a chance to set a new standard for the people profession. They came to us to help them change what’s possible.

The launch spanned multiple departments and teams across the CIPD. We needed to create a campaign and visual identity that generated enough buzz to not only get people talking, but signing up.

The solution

The qualification that connects – a core idea that tapped into the insight that people professionals are the glue that holds all high-performing organisations together.

From this core idea, we developed a messaging platform that had the power to flex. We created a messaging handbook that gave the CIPD’s comms teams the tools to reach different audiences, each with their own unique challenges and aspirations. And we worked hard with the CIPD to get the tone just right.

Vibrant visuals used a ‘connect the dots’ motif, along with a diverse library of stock imagery, suitable for a range of demographics and career stages. In an ideal world, we’d have gone even further and captured our own images in a photoshoot, but it was 2020...

Rolling out the new campaign was a mammoth task, with a catalogue of digital and print deliverables to develop.  And in order to be ready for the January launch, we had to turn it around quick.

We created an internal working group who managed the campaign and worked closely with the CIPD to put together a whole host of moving parts. Needless to say, we think we pulled it off.

The results

As this was a phased roll-out, we won’t get the full results for a while yet.