Core Need
Elevating our brand to reflect our industry leadership and modernising our digital presence.
The brief
As a leading force in the security sector, CDS recognises the need to upscale its brand and strengthen its market presence. They enlisted New Realm Creative to create a strategic Brand Road Map that included a refreshed brand identity, a comprehensive marketing plan, and two new websites to bring their updated brand to life.
Creating the Road Map
With the scope covering nearly every facet of CDS’s brand and marketing, we collaborated with their senior management team to establish a clear vision, identifying key milestones and defining the roadmap for success.
The foundation of the strategy was a clear brand proposition—one that matched CDS’s technical prowess with their reputation for dependability and innovation. For over 30 years, CDS has pushed the boundaries of security tech, balancing technical expertise with a pragmatic, business-oriented approach. Their brand promise? “Be Secure In Our Knowledge.”
Brand Development
The rebranding extended across CDS and its sister company, GEM Security Systems. With CDS’s existing logo well-recognised in the market, we opted for a brand refresh rather than a full redesign, keeping customer familiarity intact while modernising the look.
We created a “branded house” of logos for CDS’s various assets, supported by detailed brand guidelines to ensure consistent use across the company. This refresh rolled out seamlessly across two new websites, as well as on vehicle livery, printed materials, and signage.
Marketing Development
To showcase CDS’s expertise, we developed a portfolio of case studies highlighting their track record and bringing their services’ benefits to life for potential clients. Working closely with senior managers, clients, and suppliers, we crafted stories illustrating CDS’s solutions’ real-world impact.
In addition, we trained customer-facing staff on LinkedIn best practices to boost brand awareness, establish industry connections, and create profitable new business opportunities.
Client Feedback
We have been working closely with New Realm since 2017. From having no brand strategy or content marketing, New Realm has addressed the company’s targets through a well-planned guide. We’ve been taken on a journey, identifying brand needs in an easy-to-follow structure. This has allowed us to focus on what truly matters to the company and prioritise our goals.
David Moon, Senior Manager, CDS Systems
The level of professionalism has been seamless, with a friendly working relationship that delivers high-quality results. Our business needs have been interpreted better than we initially imagined, thanks to New Realm’s knowledge and understanding. We couldn’t be happier with the service they’ve provided, and we finally have a digital presence that reflects our company’s ethos.