Centre for Analytics, Modelling, and Innovation (CAMI) Brand Identity
In 2014 Euromonitor International introduced the Centre for Analytics, Modelling, and Innovation (CAMI), an internal, cross-industry division of PhD economists and analysts who developed new tools and products beyond the traditional scope of market research offerings. I was tasked with designing a new identity system for CAMI to distinguish itself and its offerings from the rest of Euromonitor’s portfolio, e.g. Passport and Euromonitor Consulting.
My Function
- Creative director
Skills Applied
- Design leadership
- Design management
- Brand design
Defining a New Centre of Excellence
CAMI was based in Vilnius, Lithuania and I visited them to engage with the programme founder and director along with his whole team. Following in-person and then virtual collaboration sessions, I developed an understanding of the academic- and innovation-focused aspect of the unit and then used that to design the new CAMI identity.
The group was meant to break the industry-driven silos of Euromonitor’s research and apply cutting edge data science and technology to Euromonitor’s wealth of data. CAMI was the proverbial ivory tower, whose research and offerings would innovate new products and services for Euromonitor. This academic approach, convening parties and research regardless of boundaries led to the overlapping areas of emphasis for CAMI, which sat the centre of analytics, modelling, and innovation. The brand story resonated with the group and the shape created by the overlap in the story reminded them of academic crests and heraldic shields, for which they were keen.
After I received buy-in and sign-off from the company directors and stakeholders, I created a suite of digital assets available for the group’s use, including several different versions of the lockup. This was important because whilst CAMI was an internally known acronym, for marketing and outreach purposes, the acronym meant nothing and needed to be explained. In addition I created brand guidelines and various templates to allow the team to create their own branded content and collateral without always needing my direct support, though I remained available for maintenance, consultation, and collaborative work.
