BREATHING LIFE BACK INTO CAD21 - Brand strategy for rebrands

A brand that finally felt like them

Overview

CAD21 is a respected M&E consultancy working across construction and specialist sectors. Despite their strong reputation, their brand no longer reflected who they were or the calibre of work they delivered. They needed a refreshed identity that captured their personality, their collaborative approach, and their carbon conscious mindset. Sprout Creative was brought in to reimagine the brand from the ground up, creating a confident, modern system that finally represented the real CAD21.

The Challenge

CAD21’s existing identity was outdated and no longer aligned with how the business had evolved. The look and messaging didn’t communicate their strengths, their varied expertise, or the role they play in shaping buildings that truly work for people. This mismatch in perception and reality left them feeling under-represented and held back from presenting themselves with confidence. Without clarity in their positioning, they risked being seen as just another M&E provider rather than the collaborative, people-focused consultancy they actually are.

Our Role

Sprout joined the project as a strategic partner after a personal recommendation. We led the full process from discovery to execution, using workshops and leadership conversations to uncover what makes CAD21 distinct. A key part of the work was clarifying the emotional and functional space they should occupy in their market - a position centred on collaboration, human impact, and technical excellence. Once this positioning was defined, it shaped every creative and strategic decision, ensuring the brand wasn’t just visually stronger but truer to who they are.

Our Solution

The strongest insight came from understanding that CAD21 don’t simply deliver technical M&E work. They contribute to making buildings liveable, healthy, and human. This guided their new positioning: a consultancy that breathes life into buildings.

The new brand reflected this - vibrant, structured, and full of depth. The geometric triangle system represents the varied services and how they come together through collaboration. The colour palette intentionally designed with greens and yellows to highlight carbon consciousness and collaborative spirit.

The Directors immediately connected with the work. As one put it:

“It’s absolutely brilliant. It went down a storm at the board meeting."

The Impact

The team gained real clarity and pride in how they present themselves. The brand finally matched the business they had become. The new identity gave them a stronger foundation for conversations with clients and collaborators, as well as a clearer platform on which future divisions can confidently grow. Although the business became too busy to launch the brand publicly for the time being, the strategy and visual system have already strengthened internal understanding, proposal and direction.

Ditching the Dull

This project reaffirmed the power of strong positioning. When a business understands and articulates the space it rightfully owns, everything else becomes easier - the brand, the messaging, and the internal belief that fuels progress.

CAD21 didn’t just need a new visual identity. They needed clarity. And once that clicked into place, the whole brand came to life.

At a Glance

Purpose: Full rebrand to realign identity with who CAD21 are today

Client: CAD21

Sector: Construction and M&E

Services Delivered: Brand strategy, visual identity, messaging, brand system, collateral

Project Duration: Aug 2023 - July 2024

Collaborators: Sprout Creative

Outcome : Clearer brand story, confident new identity, strong leadership buy-in, division-ready system

Contact Sara