BRAND STRATEGY | BRAND IDENTITY | CREATIVE DIRECTION | DIGITALFounds Group
OVERVIEWFounds Group as it’s now known is a specialist management consultancy providing advisory, project management and technical services to local authorities and government bodies. It primarily focuses on digital infrastructure, highways and transport and placemaking.
BEFOREAFTERThe name CJ Founds as they were previously known made them sound much smaller than they are.
As well as the name and accompanying retro logotype, their colour palette (blues and greys) was uninspiring.
THE PROBLEMTHE SOLUTIONWe changed their name to Founds Group to make them sound bigger and more authoritative. The Sentence case typography makes them look more approachable and the bold use of orange enables them to cut through the largely blue and grey competitor space.
From strategic concept through to execution across multiple channels including website, messaging, social and displays, improving clarity and engagement across every customer touchpoint.
The rebrand elevated Founds Group’s market presence with a clearer, more authoritative identity, strengthening stakeholder confidence, improving recognition across public sector audiences, communicating its specialist expertise and creating a scalable platform for long-term growth.
THE RESULTSMY ROLEI led Founds Group’s rebrand, creating a strategic brand identity that reflected its expertise in digital infrastructure, highways, transport and placemaking. The new brand strengthened credibility, clarified its market positioning and enhanced engagement with local authority and government stakeholders.
Creative Director: Mike Abbott
Senior Designer: Elis Elmasllari
Motion Designer: Rich Ginders
Head of Digital: Matt Daly
Created at Courts
Account Director: Ross Williams