CPUK approached the loft to help them communicate the essence of their brand. The nature of their services was innovative and forward looking but they were looking for greater understanding from clients and a brand that meant something. We were asked to look at the entire brand from the strategy all the way to the design of each of the individual channels.


We wanted to get under the skin of the company, so we worked to find out what motivated and inspired the key stakeholders. The company was engaged in a large number of highly specialised activities and we worked to find the guiding principles behind each of those activities. To find the true essence of the brand.

Our research led us to ‘Restoring Balance,’ which was eventually used as a theme and found to be the phrase that best described what the organisation was about.

Once ‘Restoring Balance’ was unveiled as the key message, we worked on a range of concepts that were based on those words. The brand, photography, website design, print materials and brochure design were all inspired by variations of a circular theme that depicts the words ‘restoring balance.’


A new strategy, logo, brochure and art-directed photography all help to clarify the message of the brand.

“Working with the loft has been an incredibly uplifting journey. From what was becoming dated and obscure, we have a brand that is simple and packs an incredible punch in today’s competitive marketplace. Our brand is so important to everything we do as a business, so getting it right has helped us win more business. I would have no hesitation in recommending that you take this journey and beautifully define, why you do what you do.”

Yosof Ewing, Managing Director of CPUK