Creating a brand story for brand storytellers
CGC EDUCATIONAL COMMUNICATIONS BRAND & WEBSITE DESIGN
Challenge
John Gregory and Marcia Cunningham are work and life partners who have collaborated for decades to help brands and organizations translate knowledge into award-winning educational resources and programs.
John and Marcia knew their ‘why’ and ‘how’ inside and out – but their dated visual identity lacked style and their minimal website was trapped in a time before modern mobile devices.
Their industry credibility was well established– but their brand didn’t look the part, and projects were drying up.
Approach
As sought-after knowledge translation experts in energy, water and environmental industries, CGC needed a brand that reflected their reputation, and a website that showcased their extensive experience.
Developing CGC’s new brand and website included a thoughtful deep dive to refine how they presented their services, hone in on their ideal clients, and distill the essence of their unique approach – without overcomplicating their well established project process or fussing about with social media.
SErVICES
Brand Design
Website Design
Content Direction and Editing
About the Brand Design
CGC’s new logo combines brain and light bulb shapes into a single impactful visual element.
It conveys the essence of the services CGC provides (closing knowledge gaps through educational experiences), as well as the transformation of learners’ behaviour and critical thinking abilities. CGC is placed at the centre of the graphic to convey the firm’s core expertise in transformative learning experiences.
Subtle ‘C’ and ‘G’ shapes form the graphic to honour Marcia and John’s role as founders.
ANATOMY OF A LOGO
The Brain
The brain symbol demonstrates multiple aspects of the services and impact provided by CGC: the personal space where experience, emotion and learning take place; transfer of client knowledge; and transformational learning and growth of learners’ critical capacity
The Lightbulb
The lightbulb conveys the big idea – “helping people move from ‘ugh’ to ‘I see!’ – and provides connection to CGC’s original branding
C + G
Subtle ‘C’ and ‘G’ shapes form the graphic to honour Marcia and John’s role as founders
LOGO ALTERNATES
The new CGC website was built with Squarespace to make it easy to update and maintain.
Content prioritizes case studies, client testimonials and thought leadership blog entries to demonstrate John and Marcia’s expertise as knowledge-translators and educational program developers, and attract more of the clients and work they love.
"Heather was able to synthesize what we were talking about into something that was very much us.
We love the feel, the colour palette, everything.
We feel more confident about our business and come across as very professional as a result."
JOHN gregory & MARCIA CUNNINGHAM
partners, CGC COMMUNICATIONS
IMPACT
Revitalized relationships with past clients and industry partners
Renewed confidence in pitching projects with suite of brand marketing materials
Improved technical abilities and knowledge related to website updates