CST previously operated as three distinct brands - CST Consultants, CST Spark and CST Foundation - with no visual or verbal brand consistency amongst them. Our task was to unify their disparate brands under one CST umbrella brand – effectively transitioning from a “house of brands” to a “branded house.”

Our work began by formalizing each brands’ logo details, colour usage, photography style, iconography, and how to use the all-important CST circle, square and triangle shapes to give each brand opportunities for personality and distinction.

Once the Masterbrand and sub-brand visual identities were crafted, we began to compose a singular, inspiring brand story to recognize and celebrate CST’s hero brand archetype and established the brands tone of voice.

Beyond the complete reinvention of the CST brand and its sub-brands, Naked’s work provided a thorough, user-friendly and essential collection of brand resources that became clearer to understand for CST’s employees, suppliers and partners.

Brand Strategy  |  Brand Design  |  Brand Tone