Following a series of workshops, CuCo started by polishing the brand’s ‘ingredient words’, including: Atmosphere, Community, Ownership and Mastery, with each having an accompanying strap-line. A Battle Cry was then developed, which would embrace the Bournemouth site’s unique attributes as well as recognise the core values of P&G. ‘Bournemouth Delivers’ was chosen as the selected slogan. To reflect each ingredient word CuCo held a day’s photoshoot art directed by our Creative Director, with P&G staff modelling. Having created a storyboard, we ensured the staff were as relaxed as possible. Along with an excellent photographer, great art direction and the staff’s undeniable enthusiasm, the final photos display the team unity we were striving for. CuCo then constructed the brand identity by combining all three elements. We focused on each of the four divisions and introduced a colour to represent them individually. We intertwined the four colours to represent how each sector would work together, therefore reinforcing a sense of unity amongst the teams.