After changing and diversifying its offering, CBK Adventures had reached a point where the brand no longer reflected its value. This left the business at risk of losing ground in an increasingly competitive marketplace. It also had an ambitious target of doubling revenue within the next 5 years by identifying new growth areas and extending geographical reach.
To get to the heartbeat of the business, we started the process by completing a full brand audit that combined both internal and external insights. This involved interviewing staff, customers, and partners to understand what made the business tick and to identify its unique selling points. We distilled this information and formed a new value proposition to match market trends and clearly differentiate CBK Adventures from the competition.
“The thing that came out of the rebranding process that was most valuable to me was an understanding of our core values.”
Simon Laing, Founder of CBK Adventures
We then redeveloped the entire visual identity, creating a flexible design system that enables the business to develop location-specific products moving forward. This was launched in January 2021 with a campaign titled ‘Hit Refresh’. The campaign not only emphasised the introduction of a new brand, but also the importance of spending time in ‘blue spaces’ to improve your mental wellbeing.
Following the successful launch of the brand, we delivered ongoing marketing and communications support in alignment with an overarching communications plan. This support included PR, social media management, email campaigns, and paid-for advertising campaigns.
To help the business achieve its goal of doubling revenue, we also facilitated a series of growth sessions with members of the senior leadership team. These sessions helped the team identify and prioritise areas for growth within the business, giving them a clear strategic roadmap and systems for measuring success.
“You shouldn’t look at this as a cost, you should look at this as an investment. I would say what we’ve gained from this process has been worth what we paid several times over.”
