Leading technology. Lasting impact. 

CAG is a consulting group at the forefront of innovation. Everything about the company seemed to be in perfect shape, except their brand identity, which did not match their leading position in the market. They asked Sweet for a complete rebranding to bring the visual and verbal expression up to speed.

CAG consists of ten independent subsidiaries, and our challenge was to create an identity to unite them all. We set out to refresh the look and tonality without losing touch with the brand’s strong legacy. We gathered the ten CEOs for a brand sprint, to help them crystallize a new strategy and pave the way forward. From the brand sprint, we understood what CAG’s success is built on: people. The coworkers are all experts within their fields, and the company culture is warm and welcoming. 

Based on this insight, we created a concept that strikes the balance between corporate and personal. With its organic shapes and distinct personality, the new logo better reflects CAG as a brand. The same thing is true for the change of tonality, which became warmer and more confident. 

As the head copywriter I developed CAG's tone of voice. I wrote their new tagline and brand manual. Since then, I have continued to write case studies, employer branding content, and annual reports for the tech company, all aligned with their new brand voice.

TONE OF VOICE

Client: CAG Group
My role: Copywriter
Agency: Sweet