CXC awarded a contract on 1 December2014 to Lonsdale Saatchi & Saatchi Advertising to conduct a corporate rebranding programme. The objectives of the rebranding programme were:

• To raise the profile of the Caribbean Examinations Council to, if not beyond, the level of other globally recognised examination, certification and education development institutions.
• To raise the level of stakeholder awareness with respect to the standard and range of services offered by the Caribbean Examinations Council.
• To strengthen stakeholder confidence in CXC and add value and meaning to existing stakeholder engagement.

Following the initial discussions, the first step was the development of a Project Plan based on the scope of work to be delivered under the contract. The scope of works included:

• Development and implementation of a marketing and branding strategy to increase awareness of the organization and its products and services
• Development of a Corporate Identity Manual, including guidelines for correct brand usage, print and publication specifications, graphic standards and appropriate brand association.
• Conceptualization, development of layouts, formats, design and roll-out of a Corporate Identity Package as part of the marketing and branding strategy.

Marketing and Branding Strategy

In the Inception Report, the agency submitted a communications strategy that clearly identified the different targets, the issues, strategy, key messages and best vehicles to reach the respective targets in order to achieve the aims and objectives of increasing awareness of the organisation and its products and services.

It was necessary, therefore, to conceptualise and produce marketing material in keeping with the communications strategy. To this end, Lonsdale S&S was responsible for:

1. Scripting and Production of six minute video infomercial.
2. 30 second Television commercial
3. 45 second radio advertisement
4. Four 20x4 black and white press advertisements.
5. Development, finalisation and implementation of the approved Media Plan

Development of Corporate Identity Manual

The process for arriving at the Corporate Identity entailed developing a refreshed logo design, selection of font in completing the look and feel, visual and verbal language in order for the brand guidelines to be developed.

The Corporate Identity Manual that was produced is an extremely extensive and comprehensive document. It defines the CXC brand identity and outlines specific rules regarding the use and placement of logo, typography and colour to ensure that he brand is represented consistently through all communication channels.

The Corporate Identity Manual contains the following:-

The Brand Definition

Redefining the CXC Brand: Brand Definition Model, Quadrant Model
Brand Territory – CXC Brand Personality, Visual & Verbal Territories

The Brand Refresh

The Logo
Logo Formats, Scaling, Spacing, Proper Usage

Typography
Brand Communication
Primary Typeface, Secondary Typeface, Typefaces in Use, Office/Email Communication

Colour
Colour Palette – Primary Corporate Colour Palette, Secondary Corporate Colour Palette, Greyscale

Products
CXC Tabs, CXC Products, CPEA™, CCSLC®, CVQ*, CSEC®, CAPE®, CXC-AD

Stationery
Letterhead, Call Cards, Notepad, Compliments Slip, Envelopes, Branded Items
Print Templates – Press/Poster Signage, Out of Home Signage, Product Booklet
Digital Templates – Facebook Timeline

In addition to the Corporate Identity Manual, the agency also delivered on the requirements for the Corporate Identity Package. These were provided as template in electronic format – two (2) versions with registration symbol and without.

Corporate Identity Package

There was a lot of collaboration between CXC and the agency in arriving at the final logo and the development of the six (6) sub brands: CPEA™, CCSLC®, CVQ*, CSEC®, CAPE®, CXC-AD.

The CXC-AD product was added to the original list, including the naming of it. Additionally, we changed the fonts for the products and created new colour codes for each, consistent with the colour palette in the new brand guidelines.

In the end, under the Corporate Branding component of the contract, the agency delivered the following:-

1. Refreshed Logo
2. Corporate Identity Manual
3. Spec and purchase (on behalf of CXC) of primary and secondary fonts for screen and web use as defined in the Corporate Identity Manual
4. Stationery – Letterhead, Business Cards, Envelopes, Fax Forms, Memos, miscellaneous Forms, Presentation Folders
5. Brochures and Promotional Material – look and feel for six (6) Products, with an actual execution for CAPE Handbook
6. Digital Stationery – Email signature, Email templates for press releases and Email Invitation template, Desktop Screensavers and Wallpaper, Web banners
7. Power Point Presentation Template – inclusive of design, content and formatting.
8. Social Media – Facebook, Twitter and LinkedIn You Tube Profiles
9. Outdoor – Look and feel for Billboards, Bus Shelters, Feather Banners
10. Branding for Novelty Items
11. Corporate Backdrops

The corporate rebranding programme became effective internally on 3 August and was launched publicly on 31 August.