CPD & VanDemand Brand Strategy and Visual Identity

Services

Brand Guidelines, Brand Identity, Brand Strategy, Design, Verbal Identity

Sector

B2B & Professional Services

Driving the commercial vehicle specialists forward

The Brief

CPD is a bespoke light commercial vehicle (LCV) converter, specialising in traditional builds like tippers and dropsides as well as custom high-volume conversions. They serve demanding fleet operators and businesses that require quick, efficient, and high-quality vehicle solutions. With a reputation for flexibility, CPD delivers unmatched quality on time, even for the most complex projects.

Background

As one of the fastest-growing companies in North East England, CPD needed to consolidate and strengthen its brand alongside VanDemand, positioning the unified entity as a market leader in chassis and conversion sales. The project aimed to boost brand awareness, establish market differentiation, and drive strategic growth. This foundation provided a new marketing function designed to attract leads, develop products, and expand market reach across the UK.

The Solution

We modernised the identity system to reflect a modular, technical, and progressive feel. Retaining the core red and green tones, we expanded these into a cohesive brand language that symbolises the journey from start to finish. This approach unified the visual identity across applications, seamlessly linking CPD and VanDemand while creating content blocks and footers for brand cohesion.

Driving the commercial vehicle specialists forward

The Brief

Background

The Brief

The Solution

One giant leap for van-kind

CPD and VanDemand share a simple, powerful belief: when it comes to commercial vehicles, 'good enough' isn't enough. It's why VanDemand pushes for more at every turn - more quality, more collaboration, more value - and why CPD delivers on these demands without compromise. Together, they've built something that goes beyond just converting vehicles. They've created a partnership that understands what businesses really need: LCVs that are built to deliver, built to last, and built to exceed expectations. Every time.

Van's best friend

As the rebellious rescuer, CPD and VanDemand share an archetype that's built to challenge industry norms and reshape what's possible. By combining quick reflexes with progressive thinking, they've created a partnership that's always ready to find a better way - whether that means saying yes when others say no, or delivering solutions others said couldn't be done.

This bold ambition helped shape a tone of voice that crackles with energy while keeping things real. Never too casual or too corporate, their straight-talking approach cuts through the noise with a purposeful momentum that keeps business moving forward. For VanDemand, it manifests as chatty confidence and infectious energy; for CPD, it's about being direct and determined. They are the kind of enthusiastic voices that say 'yes' first and ask questions later - voices that tackle problems head-on.

"The rebrand marks a significant step forward for us as a company, bringing CPD and VanDemand closer together, increasing brand awareness and establishing our position as a leader in delivering high-quality vehicles built for the real world."

Tom Pearson

Commercial Director, CPD

Block rockin’ deets

To embody both brands' commitment to detail, accuracy and seamless delivery, we created a completely new modular design system where every block element fits together like a precision engineered part. The identity starts with the CPD logotype, where green and red accent blocks slot precisely into the letterforms — a simple metaphor for high standards of conversion and build and their ability to fit to the client’s needs.

This modular thinking extends throughout the identity, with floating content blocks and grid-based layouts that lock together across all applications, creating a technical yet elegant system that reflects both brands' dedication to precise standards. By assigning green to CPD and red to VanDemand, we preserved CPD’s heritage colours while unifying both brands under a modern visual language that works as hard as they do.

"Better brought our vision to life, we’re now backed by a stronger and unified brand narrative and distinctive visual identity which reflects our unmatched quality and dedication to customers. Looking ahead, the evolution sets the foundations for further growth, including product development and broader market reach across the UK."

Tom Pearson

Commercial Director, CPD