Crown Agents rebrand

Making real progress

Our challenge was to define the positioning and create a new identity that respected Crown Agent’s past but signalled a clear direction for the future. Crown Agents were founded in 1833 and operated as a British statutory corporation for many years before being privatised in 1997. Today they’re an international development company partnering with governments, aid agencies, NGOs and companies in over 100 countries. A complex organization, they work side by side with governments and communities to help countries perform better. Their work brings them into contact with challenging situations that often generate inspiring stories. But these stories had been lost in the current brand.

Derived from how they do business, working side-by-side became a clear direction for the new brand identity. It determined a clear visual style, from the logo to contrasting use of typography to juxtaposed imagery and messages. Their stories also became a vital part of the brand, now championed and brought to the fore, not hidden in the subtext. Tone of voice was as important as the visual language, therefore clear guidance and templates were supplied for both. We also developed a strap line for the business to succinctly express what they stand for, delivering progress.