Blog
A Guide to Fit Out and Refurbishment: How Chameleon Can Help
Last week, we launched the new Chameleon Business Interiors’ creative identity, with a fresh, clearer direction.
Our aim wasn’t to completely rebrand and strip away everything we’ve built over 26 years, nor was it to target a new audience or sector… we simply wanted to refresh our identity, helping us align our already established brand with our customers’ perceptions and better position us for future growth and opportunities within the market.
In short, we wanted to build on the trusted partnerships we already had and create consistency between look and tone of voice.
What’s in the strapline – Spaces that change everything
‘Spaces that change everything’ at its heart is about Chameleon’s ability to change people’s behaviour with its work.
Our new strapline communicates the holistic nature of our expertise and impact. It’s about the dynamic insights we can bring to every stage of a project, which we do for all our clients. Fundamentally, we really do believe that workspace design makes a difference to every aspect of a business, whether that be wellbeing, culture, performance and productivity
We have now created a brand platform, alongside creative pillars, which each have a purpose and a developed way of communication, ensuring they align with ‘Spaces that change everything’.
As part of this repositioning, we’ve redesigned our logo using a monogram cut from different fonts to reflect our ability to design for any client, to any brief, and bring a bespoke solution fit for their needs. Our colour palette is simple, effective, yet we can adapt when showcasing our clients’ work and lean into their colour palette as required.
Internally, we have redefined our values, personality, tone of voice and core messaging to ensure we are all aligned with our new direction, but equally to understand the value this brings to our business and our people. There are obviously several touchpoints we need to update, but I’m hugely proud of the outcome and think the new website looks fantastic!
We look to the future
We’re in a very crowded marketplace, and to have distinction is difficult. I think our new brand sets us apart and provides intrigue. The feedback so far has been great so fingers crossed we continue to impress.
