Rebranding a sleeping giant


Repositioning / Brand creation / Marketing

“Darkhorse stood out for their creative experience, energy and enthusiasm. More than a talented design team, their passion for brand communications is clear. They take a strategic and collaborative approach to every brief – going the extra mile to understand us and engage our audiences. Professional, flexible and efficient – Darkhorse have quickly become an invaluable extension of our communications team.”

Sarah Ion
Head of Communications

The Chartered Institute of Public Relations (CIPR) is the largest professional body for public relations practitioners in Europe and exists to enhance professionalism in public relations.

After a competitive pitch, Darkhorse were appointed as the marketing agency for the CIPR. As part of our brief we evolved the visual identity to help the CIPR achieve consistency across their online and offline material. We didn’t want everything to look radically different, but we wanted it to have some oomph and stopping power. And to say the right things about CIPR as an organisation.

We re-energised the CIPR by supporting the delivery of an updated vision and values and followed this with a re-brand of the visual and verbal language.

The brief required much more than a revamped logo. It demanded a vision that inspires staff, customers, investors, and others to see the Institute in a new light. Through strategic, then operational marketing, we developed new ways to revive the brand and made it stronger than ever.

The project began with a series of brand personality workshops. The team evaluated feedback from CIPR members and staff and, through a series of exercises, helped them to discover their brand values and personality traits. Using the findings from the workshops, we developed our design brief and turned them into a bold visual identity that communicates who CIPR are and what they stand for.

The CIPR brand is every interaction that a member or customer has with the organisation, yes its their brochures and the look of their website – but it’s also about telephone calls, emails, the presentation of meeting rooms – it’s the whole CIPR experience.

Our Brand, Your Guide has been created for anyone who is crafting communications for the CIPR – whether they are visual or verbal.