Chartwell

Redefining possible for a global operations consultancy

Client

Chartwell Consulting

Project

The Chartwell Rebrand

Services

Brand Identity, Brand Strategy, Verbal Identity, Web Development

Sector

B2B & Professional Services

Redefining possible for a global operations consultancy

The Brief

Following a decade of organic growth, Chartwell was gearing up for its next phase of growth with bold plans to triple in size, broaden its client base and increase outbound marketing. As a catalyst for this transition, the evolved brand must reflect Chartwell's dedication to excellence and its trusted role in delivering meaningful transformation for some of the industry's biggest players.

Background

With an international presence spanning Europe, the US and further afield, Chartwell is a high-performance operations consultancy designed for ambitious manufacturing leaders. They unlock hidden potential across industries such as pharmaceuticals, speciality chemicals and consumer goods, delivering swift, tangible results which turn operational inefficiencies into lasting improvements.

The Solution

We built a distinctive verbal identity from the ground up, bringing a consistent voice and authentic narrative that told Chartwell's story. This confidently conveys their unique proposition, effectively communicating what truly sets them apart. After sharpening the strategy, we refreshed Chartwell's visual identity to position it as progressive and adaptable while still appealing to its core audience and challenging bigger competitors.

Redefining possible for a global operations consultancy

The Brief

Following a decade of organic growth, Chartwell was gearing up for its next phase of growth with bold plans to triple in size, broaden its client base and increase outbound marketing. As a catalyst for this transition, the evolved brand must reflect Chartwell's dedication to excellence and its trusted role in delivering meaningful transformation for some of the industry's biggest players.

Background

With an international presence spanning Europe, the US and further afield, Chartwell is a high-performance operations consultancy designed for ambitious manufacturing leaders. They unlock hidden potential across industries such as pharmaceuticals, speciality chemicals and consumer goods, delivering swift, tangible results which turn operational inefficiencies into lasting improvements.

The Brief

Following a decade of organic growth, Chartwell was gearing up for its next phase of growth with bold plans to triple in size, broaden its client base and increase outbound marketing. As a catalyst for this transition, the evolved brand must reflect Chartwell's dedication to excellence and its trusted role in delivering meaningful transformation for some of the industry's biggest players.

The Solution

We built a distinctive verbal identity from the ground up, bringing a consistent voice and authentic narrative that told Chartwell's story. This confidently conveys their unique proposition, effectively communicating what truly sets them apart. After sharpening the strategy, we refreshed Chartwell's visual identity to position it as progressive and adaptable while still appealing to its core audience and challenging bigger competitors.

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Redefining possible

Possible can become a deep-rooted organisational myth, a limiting belief built up over time. With every limit that an organisation fails to question, a habit is formed. Possible becomes further constrained. Possible becomes a bottleneck, a ceiling that can't be lifted, an expectation that can't be surpassed. It's Chartwell’s job to redefine possible.

They find possibility in places that have never been explored, in opportunities their clients didn't even know existed. 
Possibilities that boost productivity, drive growth and elevate impact.
Chartwell voice pillars.
Chartwell tone of voice.

Tenacious C

Brimming with independence and ambition, Chartwell's blended archetype is not afraid to question norms or the status quo. By challenging conventional wisdom, it’s an archetype that’s forward-thinking, with a focus, honesty and bravery to make a tangible difference that delivers real results.

This tireless tenacity and commitment to maximise performance helped define a tone of voice that is focused, active and real.
Never too blunt or too casual, the purposeful energy of this tone retains a rational straight talking tone that gets things done.
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video
Chartwell brand device, the Defining Edge.

Edge of tomorrow

To support the idea of ‘redefining possible’ we explored a visual metaphor of light and shade, a way to represent Chartwell’s inquiry and insight, revealing previously untapped potential and unseen opportunities. This idea developed into the ‘defining edge’, a sharp and refined graphic device that creates intrigue and can be used either to frame, reveal or even offer structure to typographic elements and key information.

Engaging and empowering online

Chartwell’s new website was not only a pivotal component of their brand launch, but it also serves as the primary touchpoint for customers, designed to elevate brand awareness, drive sales, and attract talent. Tailored to their specific needs, the platform showcases Chartwell’s expertise through compelling statistics, featured and related case studies, and thought leadership insights.

Chartwell social examples.
Chartwell icons.
Chartwell icons.

Secret Formular

The design system uses a range of weights from the Formular Neutral typeface family. A clear and legible swiss sans serif of the new generation that draws inspiration from the utilitarian 19th-century grotesques. Its precision, versatility and unique character is paired with a full suite of custom iconography crafted and optimised for use at two scales.


To preserve existing brand equity, the deep green colour palette were both retained with some subtle refinement and extension to include a secondary data palette.
Chartwell guidelines.
"Driven by a deep understanding of our audience and a commitment to staying ahead in a dynamic market landscape, we are proud to present a brand that reflects our evolution, innovation, and relentless pursuit of step-change improvements."

Sam Scalamogna

Global Head of Marketing, Chartwell

Chartwell advert.
Chartwell posters.
Chartwell case study.
Chartwell business cards.
"The rebranding is more than just a new logo or name. It's a comprehensive update of our visual identity, messaging, and user experience, better communicating our core values and meeting the changing needs of our clients."

Sam Scalamogna

Global Head of Marketing, Chartwell