The Centre for Public Impact (CPI) is a global not-for-profit organisation that works closely with governments, the public sector and changemakers. Founded by the Boston Consulting Group (BCG), it seeks to improve policy outcomes by challenging the status quo, shifting mindsets and bringing leaders, activists and ordinary people together.
Challenge
In a world in which public policy challenges are becoming increasingly complex, CPI’s work in supporting governments and changemakers has never been more urgent. Recognising that it needed to develop a stronger and more individual brand to help it build relationships and a stakeholder community, CPI was looking to move away from its overly corporate brand identity that was closely aligned to BCG.
Our work started with gaining a full understanding of the context CPI operated in and the pros and cons of its brand identity association with BCG. We were then able to recommend the best way to refresh the CPI brand identity. This included working in conjunction with the BCG brand team to ensure that they were happy with where we wanted to take the CPI brand.
BCG has been really complimentary about it and I think the fact that we have a new brand that’s a bit different now, and that they like it, has been beneficial to our relationship with them.
Rosie McIntosh, Global Director, Storytelling and Communications