In partnership with CBA’s associate, River and Wolf, the new name “Universe” emerged. This name draws inspiration from the vastness of the universe and its boundless possibilities, as well as from the universe within our homes. This fresh identity also shaped our mission, encapsulated in the phrase, “Turning Houses into Homes’.
CBA facilitates global client collaboration using the Mural platform, bolstered by proprietary models that bridge the agency-client gap. Our collaborative efforts are meticulously documented, ensuring milestones are readily accessible for project reference.
Opening a world of potential.
We fostered the co-creation of creative territories and presented diverse interpretations of our positioning for Universe. Through a co-creation workshop involving participants spanning multiple locations in the Netherlands and the US, we expedited decision-making compared to traditional analogue workshops. Ultimately, the “Opening a world of potential” territory was selected for pursuit.
An identity centered around a 'V'.
The ultimate output was a comprehensive brand book, defining and templating all assets. Rules were established to simplify application, ensuring seamless adoption by everyone associated with the Universe brand. Each brand poses a unique challenge; in this case, we harmonized gradients to ensure they work seamlessly across all proportions and formats.
The brand has been successfully launched, showcasing the full spectrum of former Royal Philips household goods.