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Bringing heritage up to date

Caledonia Investments plc is a FTSE 250 self-managed investment trust based in London. Bladonmore rebranded one of its divisions – Caledonia Private Capital – and also delivered a new website, films and presentation materials. The work was well received internally and by the market and the plc felt it was time for a refresh: to prioritise its digital presence and project greater personality in order to stay ahead of the curve in a highly competitive market.

Approach

Our process began with an in-depth perception study of the business. We carried out detailed competitor research and 30 interviews with the management, board and outside parties – from fund platforms to analysts. From this we crafted narratives for the overarching plc and each business division.

Focusing on the plc website, we delivered:

  • Fully navigational site structure, with enhanced user-experience for key audiences
  • Fresh design to reflect Caledonia’s heritage, yet carry a modern feel
  • Photoshoot to capture all site imagery, including updated portraits
  • Copywriting and editorial support
  • Six corporate films (planning, shooting and editing) telling Caledonia’s story
  • Site-build on an easy-to-use, secure content management system

Approach

Our process began with an in-depth perception study of the business. We carried out detailed competitor research and 30 interviews with the management, board and outside parties – from fund platforms to analysts. From this we crafted narratives for the overarching plc and each business division.

Focusing on the plc website, we delivered:

  • Fully navigational site structure, with enhanced user-experience for key audiences
  • Fresh design to reflect Caledonia’s heritage, yet carry a modern feel
  • Photoshoot to capture all site imagery, including updated portraits
  • Copywriting and editorial support
  • Six corporate films (planning, shooting and editing) telling Caledonia’s story
  • Site-build on an easy-to-use, secure content management system
Play film

Result

Caledonia.com was launched in August 2020 with materials that merged its longstanding heritage and connection to the Cayzer family with the need for a punchy, contemporary look and feel. The refreshed brand and narrative are designed to help Caledonia make its mark in a crowded field.

Result

Caledonia.com was launched in August 2020 with materials that merged its longstanding heritage and connection to the Cayzer family with the need for a punchy, contemporary look and feel. The refreshed brand and narrative are designed to help Caledonia make its mark in a crowded field.

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