Adding global value

Client:
CHOGM
Project Date:
2015
Industry:
Adding global value
Adding global value

CHOGM - the Commonwealth Heads of Government Meeting - reached out to us for a brand that engaged with the world, in the run-up to November 2015, when the meeting was to be held in Malta.

The Brief

More than 2 billion people, 53 independent states. The Commonwealth is no simple feat.  CHOGM – the Commonwealth Heads of Government Meeting – reached out to us for a brand that engaged with the world, in the run-up to November 2015, when the meeting was to be held in Malta.We were challenged to break down the perception that CHOGM is unappealing to a younger audience. At the same time, we were to raise awareness of the meeting’s agenda.

The Work

It was essential to create a brand that was different to previous Commonwealth meetings, while reaffirming core values and principles and showcasing Malta as a Commonwealth success story. Through a series of discovery sessions, we articulated the brand around three pivotal areas: diverse people, respect towards different cultures, and hope for the future. It soon became apparent that the four fora – the Business, Youth and People’s Fora and, for the first time, a Women’s Forum – were detached from the main CHOGM identity.

We wanted to bring them together so we created a unifying look and feel – all under one umbrella brand.With a contemporary and welcoming style, we conceived an identity that used geometric shapes embedded in Maltese culture. Built on a grid based on the Maltese Cross and the St George’s Cross, we first created the four fora logos and injected them with a dynamic explosion of colour, reflecting the interwoven and diverse cultures and traditions of Commonwealth countries.

We incorporated those four icons to create the main CHOGM logo, a combination of shapes, colours, cultures and nations, making it a brand truly representative of the Commonwealth.Repositioning CHOGM as a more engaging and fresh brand, we crafted detailed brand guidelines and designed a new CHOGM 2015 website to be accessible and informative for everyone – from delegates seeking accreditation, to members of the public. As a result, an interactive, easy-to-navigate portal for the brand was developed.

Adding global value
Adding global value
Adding global valueAdding global value
Adding global value
Adding global valueAdding global value
Adding global value
Adding global value
Adding global valueAdding global value
Adding global value
Adding global value
Adding global value
Adding global value
Adding global value
Adding global value
Adding global valueAdding global value
Adding global value
Adding global value
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The results

Adding global value