CPL delivers on design audit outcomes

CPL has helped create a design toolkit for the Association of British Insurers (ABI) off the back of a CPL-led design audit carried out last year.

The audit, which was implemented by CPL’s in-house team of designers and consultants, identified areas where the ABI’s communications materials could be refreshed and modernised to help with ease of use and visual consistency across the organisation.

Over the past few months, we have taken insights from the audit and worked closely with the ABI to reimagine the way its brand guidelines are applied across a suite of materials including presentation and report templates. We’ve also developed a short visual identity guide for colleagues to reference, including guidance on font, text size and brand colours and inspiration for imagery choices

Often, legacy documents within organisations get reused and resaved, deviating from the original intent. CPL has created easy-to-use templates that still allow the ABI to add its own images and content.

As part of the brief, CPL created assets for the ABI to roll out across its social channels, which include bright, contemporary photography and bring to life key messages in short-form content. 

“We’re delighted with the support we’ve received from CPL in helping to shape and inform the evolution of the ABI’s brand. In an increasingly digital world, it is ever more important to ensure a brand’s look and feel is impactful across multiple channels and we’re really pleased to already see such positive results.”

– Ellie Thomson, marketing manager, Association of British Insurers (ABI)

The new work supports the ABI’s direction to make its communication materials more vibrant and effective. The new approach has resulted in a more streamlined efficiency and has been well received by the team and its members. It has injected a renewed buzz around the existing brand.

If your company is in need of a design audit to identify key areas to refresh, get in touch to see how we can help.

Click here to see our work on the ABI Climate Change animation.