CCT+Tower – Event Campaign
Helping CCT go further with a unified campaign
When CCT purchased Tower Cold Chain in the UK, there was only a short window to prepare for their first joint appearance at LogiPharma in Lyon. We had to move fast to create a campaign that positioned them as a unified brand (without formally rebranding), while also setting the foundation for longer-term communications.
We were involved from the early stages, including the naming of a new product line. Through a series of online and in-person workshops, we arrived at CCT Tower, recognising that both the CCT and Tower names carry weight in the marketplace and that the full Tower product range should retain that key identifier. The CCT Tower Elite is the first in the newly named product suite, which will now roll out under this unified approach.
Bringing the campaign to life. At pace.
When it came to the campaign, we began with moodboards in Mural, exploring ideas around common threads, blending, and family concepts. But none delivered the energy or drive we were looking for. So, we stepped back and looked at the bigger picture. That’s when the idea Let’s go further emerged. The decision to pursue this direction was unanimous, unlocking a strong visual and messaging framework built around phrases like “Two leaders united. One unified solution. Unlimited potential.”
Lets go further…
Because we were working with CCT’s internal team across the US and UK, with multiple stakeholders, it was vital to establish a set of mini brand guidelines for the campaign. We locked down key colour choices (given the many blues across the two existing brands), set a dedicated campaign font, and created a bespoke brand pattern that could be applied across all assets.
The brand needed to work hard; it had to work across motion graphics, work seamlessly in digital environments, and translate effectively across printed collateral and physical spaces. This meant we couldn’t create a mark that was overly complex. Instead, we created a clean, versatile arrow pattern symbolising coming together, representing journeys, movement, and a forward-facing twist that signalled ambition and standout potential.
LogiPharma proved to be a resounding success, with attendance from several key potential customers. We are now supporting CCT with post-event follow-up and exploring new ways to reach and engage their audiences.
