Research stimulus • Digital interface design
After originally developing the brand back in 2005, we were consulted again early with the task of repositioning the firm as a mid size player following a successful merger. Charles Street had recently acquired another service provider and wanted to move from a boutique offering to more of a corporate point of view. The deliverables included: Brand repositioning • messaging • photography with bespoke post production • web design • search engine optimisation
The previous brand applications, in particular the site, were very exclusive, dark and sultry. Whilst this was perfect for a high end boutique operation, it was felt that in order to appeal to a wider corporate audience, the brand needed to be built upon a clean and white foundation. We supported this language with a bespoke suite of ultra-slick post-produced imagery. The figures were shot in a daylight studio, carefully cut out, positioned and placed onto 3D rendered environments. As security and stability are the cornerstones of the new brand proposition, the art direction for the production ensured a futuristic cool environment whereby the central Charles Street figures represented calm amongst a frenzy of other passing human figures.
The result is a visual effect that is both very unique and contemporary. Charles Street has gone on to open a second office, has fine tuned their offer even further and has made an additional two acquisitions.