The project
Project overview
Cadpro is New Zealand’s leading team of computer-aided design (CAD) and manufacturing (CAM) software experts. Headquartered in Auckland, the business had recently opened a Sydney office and were looking to expand further into the highly-competitive Australian market. However, as a software reseller, Cadpro’s brand had become entwined with a third-party software brand and lacked its own individuality. And despite having a major market share, customers were unaware of the full extent of the business’s capabilites.
The goal was to establish Cadpro as its own unique entity and create space for the business to promote its diverse service offering. Branding needed to speak to a wide variety of customers across design, construction and manufacturing industries, while maintaining the brand’s legacy of trust, innovation, and technical expertise.
A new, cohesive and scalable brand identity system was designed to allow the business to communicate more impactfully in both digital and physical environments.
The new Cadpro brand is dynamic, modern and approachable, and this is reflected in both the visual and verbal assets. Colours are high contrast, an authoritative navy and grey punctuated with vibrant accents of neon yellow and cobalt blue. The logo is created using six dots, stacked in a modular arrangement to form the letter ‘C’. Inspired by the idea of ‘joining the dots’, the logo represents Cadpro’s core purpose: connecting people with technology to deliver innovative solutions, every day.
Services & Deliverables
Brand Strategy – Brand Identity Design – Content – Brand Templates – Copywriting – Marketing Strategy – Marketing Campaigns & Assets
Client feedback
“Our new brand identity and design system has fundamentally improved our communications and client experience. Hattie navigated the complexity of our cross-functional teams to align our messaging and design across every touchpoint – sales, marketing, web, social, and even internal documentation. We now have a future-proof brand that reflects our values and the professional standard of the work we do.”
Shane Beaman, Cadpro General Manager
